# Mass De-Feminization Standard feminine products are given a hyper-masculine twist. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Mar 20, 2013, updated Feb 24, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/mass-defeminization ## Key Figures - Trend score: 2.5/10 - Evidence articles: 5 ## What is the Mass De-Feminization trend? **Mass De-Feminization:** The topic of whether or not men feel properly addressed in media is not often discussed. Now, gender lines are blurred and men are more vocal about their thoughts on gender equality. Thus, companies are re-inspecting branding practices to not only include men, but to make them comfortable using products previously perceived as feminine. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 13, 2012 to Mar 11, 2013 - Published: Mar 20, 2013 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Mass De-Feminization trend ### Gender blurring of products More products previously perceived as feminine are being designed to include men in their branding and be comfortable for them to use. ### Masculine marketing Companies are targeting men with traditionally feminine products or services, using masculine branding and marketing techniques. ### Gender-neutral fashion Designers are combining classic, high-fashion and vintage styles to create gender-neutral clothing pieces that appeal to both men and women. ## What the Mass De-Feminization trend means for industry ### For Personal grooming Business professionals in the personal grooming industry can explore creating more unisex products or products designed to appeal to men in traditionally female product categories. ### For Food and beverage Business professionals in the food and beverage industry can target male consumers with traditionally feminine products by using masculine branding and advertising techniques and focusing on health-conscious options. ### For Fashion Business professionals in the fashion industry can create gender-neutral clothing lines that appeal to both men and women and focus on combining classic, high-fashion and vintage styles to create unique pieces. ## Trend signals for Mass De-Feminization Trend score 2.5 out of 10, from popularity 28%, activity 39%, freshness 8%. - Popularity: 28% - Activity: 39% - Freshness: 8% ## Examples of the Mass De-Feminization trend 5 featured examples from Nov 13, 2012 to Mar 11, 2013. - [Manly Cosmetic Satchels](https://www.trendhunter.com/trends/dewars-x-fsc-travel-bag): The Dewars X FSC Travel Bag is a Masculine Carry-On For Your Bike (Category: Fashion) Implication: Potential to design and sell stylish and functional bags that cater specifically to men's needs and preferences in the fashion industry. - [Masculine Brogurt Treats](https://www.trendhunter.com/trends/powerful-yogurt): Powerful Yogurt Targets Manly Men Who Want to Find Their Inner Abs (Category: Lifestyle) Implication: Disruptive innovation opportunity for companies to create and market food and beverage products that target specific gender demographics. - [Masculine Diet-Assisting Ads](https://www.trendhunter.com/trends/molson-canadian-67): Molson Canadian 67 Positions Itself as the Beer for Guys on Diets (Category: Lifestyle) Implication: There is an opportunity for alcohol brands to position their products as part of a healthy and/or masculine lifestyle by focusing on low calorie or low alcohol options. - [Dapper Masculine Aprons](https://www.trendhunter.com/trends/designer-gentleman-apron): Trvr's Gentleman's Apron Mixes Designer Fashion and Workplace Apparel (Category: Fashion) Implication: The fashion industry can capitalize on the trend of creating dapper workwear by designing and producing stylish and functional aprons for men. - [Macho Scented Candles (UPDATE)](https://www.trendhunter.com/trends/santas-beard-candle): Santa's Beard Candle Radiates All That Is Caught in the Jolly Beard (Category: Lifestyle) Implication: The home decor industry can explore incorporating unique and distinctive scented candles to enhance the ambiance and appeal of living spaces. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)