Gender neutrality has entered the cosmetic industry
Rather than offering cosmetic items that are targeted at either women or men, brands are increasingly taking gender neutral approaches to the branding of their beauty related items. Brands are recognizing the benefits of this type of marketing due to its ability to target a wider range of consumers. As consumers become more specific in their preferences and brands try to personalize their offerings to cater to this shift, companies are realizing that limiting target audiences even further by something as arbitrary as gender is counterproductive.
Workshop Question - How can your brand cater to consumers' desire for niche and personal products and services, while simultaneously avoiding the excessive restriction of target audiences?
Trend Themes
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Gender-neutral Cosmetic — Brands are increasingly taking gender neutral approaches to the branding of their beauty related items, and as consumers become more specific in their preferences, companies are realizing that limiting target audiences further by something as arbitrary as gender is counterproductive.
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Unisex Personal Care — A number of personal care products and campaigns are being launched with a focus on stripping away stereotypes and rituals in favor of inclusive genderless options, including skincare, deodorant, cologne, and cosmetics.
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Use of Natural Ingredients — Conscious consumers are turning to recognizable ingredients found in nature to enhance their beauty to hygiene routines with the power of plants, such as organic botanicals, mud extract, and essential oils.
Industry Implications
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Beauty — The beauty industry is seeing a shift towards inclusive, gender-neutral and natural beauty products and cosmetics.
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Personal Care — The personal care industry is observing a transition to gender-neutral, eco-friendly products that are free from harmful chemicals.
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Fashion — The fashion industry is shifting towards gender-neutral fashion and accessories which can be used by both men and women.
