Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hygiene
Empowerment
Products associated with female hygiene are marketed with empowerment in mind.
3.9
Trend score
Trend
What is the Hygiene Empowerment trend?
Hygiene Empowerment: 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
The consumer insight behind the Hygiene Empowerment trend
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.
Trend themes
Themes within the Hygiene Empowerment trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Hygiene Empowerment trend means for industry
Where the trend changes the playbookFor
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.
For
Artificial Intelligence
Industries that use AI technology can take advantage of it by creating predictive models and forecasting solutions that enhance their services.
For
Retail
Retail businesses can drive disruption by making pricing more transparent and promoting price equality, as seen in campaigns like #RethinkPink from Boxed.
Workshop question
How could your brand better empower women in its products, services, campaigns, or the causes it supports?
Trend signals
Trend signals for Hygiene Empowerment
Trend score 3.9 out of 10, from popularity 61%, activity 47%, freshness 8%.
Popularity61%
Activity47%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Hygiene Empowerment trend
4 featured examples from Aug 15, 2017 to Jun 27, 2018CategoryBusiness
AI Feminine Care Services
Freda Uses AI Predictions to Send Its Eco-Friendly Subscriptions
Opportunities to integrate AI predictions to enhance customer experience.
CategoryLifestyle
QR-Connected Menstrual Products
Ivonna's Smart Period Pads Boast App Connectivity
QR-connected menstrual products can revolutionize the feminine hygiene industry by offering enhanced user experience and convenience.
CategoryMarketing
Female-Centered Empowering Razor Campaigns
Billie Celebrates Female Body Hair with Its New Video
The beauty industry can embrace female body hair acceptance and challenge beauty norms by offering inclusive grooming products and tools specifically designed for women.
CategoryBusiness
Pink Tax-Fighting Campaigns
Boxed's #RethinkPink Fights For Price Equality for Women's Products
The retail industry has an opportunity to increase its sales and customer loyalty by creating gender-neutral pricing and conversion policies.
