Deodorants and antiperspirants adopt skincare-like benefits and formulas
Trend - Brands that specialize in hygiene, specifically those that formulate deodorants, are increasingly taking cues from the skincare space. Everything from the texture of their products to ingredients used are now influenced by the benefits that many skincare products offer--including everything from soothing to exfoliating.
Insight - The skincare industry has become extremely influential because consumers are increasingly interested in self-care, and are drawn to the industry's constant need to innovate. These factors, combined with consumers being more educated with what works for their bodies and what doesn't, has resulted in them seeking the benefits of skincare in adjacent industries.
Insight - The skincare industry has become extremely influential because consumers are increasingly interested in self-care, and are drawn to the industry's constant need to innovate. These factors, combined with consumers being more educated with what works for their bodies and what doesn't, has resulted in them seeking the benefits of skincare in adjacent industries.
Workshop Question - How could your brand take cues from adjacent industries?
Trend Themes
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Skincare-inspired Hygiene — As consumers prioritize self-care and seek out innovative products, brands in the hygiene industry are borrowing from skincare formulas and benefits.
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Clean and Natural Deodorants — The popularity of natural skincare has led to an increased demand for clean and natural deodorants that are free from harsh chemicals and irritants.
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Cream-to-powder Formulas — Cream-to-powder deodorants are gaining attention for their transformative texture and natural ingredients that provide nourishing and healing benefits.
Industry Implications
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Skincare Industry — The growing trend of skincare-inspired hygiene presents an opportunity for the skincare industry to expand their product lines and diversify.
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Health and Wellness Industry — The demand for clean and natural deodorants aligns with the goals of the health and wellness industry, creating opportunities for growth and innovation.
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Personal Care Industry — The demand for effective and innovative deodorants presents a disruptive innovation opportunity for companies in the personal care industry to rethink traditional formulas and ingredients.
