Category
Fashion
Scaled Restraint
Trend cluster
Category
Neutral Hair
Care
Brands in the hair care space adopt gender-neutral branding.
3.7
Trend score
Trend
What is the Neutral Hair Care trend?
Neutral Hair Care: Taking note of the popularity of gender-neutral branding in cosmetic and skincare industries, brands in the hair care space are adopting their own versions of gender-neutrality into their products. Both in research and in branding, these items are able to appeal to a broader range of demographics.
Insight
The consumer insight behind the Neutral Hair Care trend
Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Trend themes
Themes within the Neutral Hair Care trend
Three behaviours holding the trend together01
Gender-Neutral Hair Care
Brands in the hair care space are adopting gender-neutrality into their products to appeal to a broader range of demographics.
02
Unisex Personal Grooming
Brands are introducing grooming and body care products that are exclusively available and created for everybody and every body.
03
Shareable Clean Haircare
Drugstore beauty brands are producing haircare products that are simple, affordable, vegan, cruelty-free, dermatologist-tested, and free from synthetic fragrances that are straightforward and meant to be shared.
Industry implications
What the Neutral Hair Care trend means for industry
Where the trend changes the playbookFor
Personal Care
Gender-neutral and unisex personal care products are in high demand, and companies should respond by creating more unisex personal care and beauty products targeting Millennials and Gen Z consumers.
For
Skin Care
Universal appeal and gender-neutral body care and skin-nourishing ingredients targeting Millennials and Gen Z consumers are welcomed by a market in need of unisex personal grooming options.
For
Hair Styling
Simple, effective, and convenient hairstyling products that create the look and feel of textured hair are popular in the unisex market.
Workshop question
How is your brand catering to the values and priorities of its Gen Z customer?
Trend signals
Trend signals for Neutral Hair Care
Trend score 3.7 out of 10, from popularity 50%, activity 52%, freshness 9%.
Popularity50%
Activity52%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Neutral Hair Care trend
5 featured examples from Feb 24, 2018 to Feb 4, 2020CategoryFashion
Gender-Neutral Clean Haircare
Odele Makes Shareable Clean Haircare for Cleansing & Conditioning
Opportunities for personal care brands to capitalize on the gender-neutral and clean haircare trends to expand their product lines.
CategoryFashion
Gender-Neutral Grooming Brands
BIC's Made For YOU Brand Makes Products for Everybody
The personal care industry can leverage the demand for gender-neutral grooming products by developing innovative and inclusive product lines.
CategoryLifestyle
Athlete-Tested Unisex Deodorants
Kobe Bryant's Art of Sport Products Spotlight Performance
There is an opportunity for brands to innovate in the skincare and bodycare industry by using athlete-tested and natural ingredients.
CategoryMarketing
Texturizing Unisex Hair Putties
The Fatboy Perfect Putty Creates a Textural Finish and Matte Sheen
The haircare industry can capitalize on the increasing demand for unisex products by creating inclusive formulations and marketing strategies that cater to a broader range of cons…
CategoryFashion
Naturally Scented Dry Shampoos
The Empire Apothecary Hair Dust is Made with Organic Ingredients
Opportunity within the beauty and personal care industry to introduce innovative dry shampoos that cater to specific consumer needs.
