# Hygiene Empowerment Products associated with female hygiene are marketed with empowerment in mind. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 31, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hygiene-empowerment ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 15, 2017 to Jun 27, 2018 - Published: Oct 31, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hygiene Empowerment trend ### 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. ### 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. ### 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. ## What the Hygiene Empowerment trend means for industry ### For 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 for Hygiene Empowerment Trend score 3.9 out of 10, from popularity 61%, activity 47%, freshness 8%. - Popularity: 61% - Activity: 47% - Freshness: 8% ## Examples of the Hygiene Empowerment trend 4 featured examples from Aug 15, 2017 to Jun 27, 2018. - [AI Feminine Care Services](https://www.trendhunter.com/trends/freda): Freda Uses AI Predictions to Send Its Eco-Friendly Subscriptions (Category: Business) Implication: Opportunities to integrate AI predictions to enhance customer experience. - [QR-Connected Menstrual Products](https://www.trendhunter.com/trends/ivonna): Ivonna's Smart Period Pads Boast App Connectivity (Category: Lifestyle) Implication: QR-connected menstrual products can revolutionize the feminine hygiene industry by offering enhanced user experience and convenience. - [Female-Centered Empowering Razor Campaigns](https://www.trendhunter.com/trends/female-body-hair): Billie Celebrates Female Body Hair with Its New Video (Category: Marketing) Implication: The beauty industry can embrace female body hair acceptance and challenge beauty norms by offering inclusive grooming products and tools specifically designed for women. - [Pink Tax-Fighting Campaigns](https://www.trendhunter.com/trends/womens-products): Boxed's #RethinkPink Fights For Price Equality for Women's Products (Category: Business) Implication: The retail industry has an opportunity to increase its sales and customer loyalty by creating gender-neutral pricing and conversion policies. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)