Products associated with female hygiene are marketed with empowerment in mind
Trend - Brands are turning to the strategy of marketing “empowerment” in the female hygiene products they offer. These campaigns and products give women and girls more options in an industry that can be saturated with more traditional, and sometimes restricting alternatives.
Insight - As body positivity and women's health are increasingly magnified in the contemporary world, younger generations are embracing natural beauty to its fullest. Since this warrants the contradicting of long-established norms, many feel liberated as they place their focus on their personal preferences and the act of being authentic. As a result, consumers turn to empowering narratives that allow them to feel in control of their own bodies.
Insight - As body positivity and women's health are increasingly magnified in the contemporary world, younger generations are embracing natural beauty to its fullest. Since this warrants the contradicting of long-established norms, many feel liberated as they place their focus on their personal preferences and the act of being authentic. As a result, consumers turn to empowering narratives that allow them to feel in control of their own bodies.
Workshop Question - How could your brand better empower women in its products, services, campaigns, or the causes it supports?
Trend Themes
1. Body Positivity - As body positivity gains prominence in the contemporary world, brands are focusing on empowering women by celebrating their natural beauty and allowing them to feel in control of their own bodies.
2. Artificial Intelligence - AI is becoming a key part of women's menstrual care, as it is being used to predict and determine the appropriate time for delivery of products like Freda's eco-friendly subscription service.
3. Gender Equality - Online retailers like Boxed are fighting for price equality when it comes to women's products with campaigns like #RethinkPink, which fights against the Pink Tax and brings wholesale feminine products at an equal cost to the same men's products.
Industry Implications
1. Feminine Hygiene - Brands in the feminine hygiene industry can focus on developing products and services that empower women's choices and promote more natural alternatives.
2. Artificial Intelligence - Industries that use AI technology can take advantage of it by creating predictive models and forecasting solutions that enhance their services.
3. Retail - Retail businesses can drive disruption by making pricing more transparent and promoting price equality, as seen in campaigns like #RethinkPink from Boxed.
4 Featured, 35 Examples:
159,577 Total Clicks
Date Range:
Aug 17 — Oct 18
Trending:
Average
Consumer Insight Topics:
