Category
Fashion
Scaled Restraint
Trend cluster
Category
Paternal
Pampering
Dads prioritize self-care as a form of stress relief.
3.6
Trend score
Trend
What is the Paternal Pampering trend?
Paternal Pampering: Entering parenthood can be a stressful time and while mothers tend to have an array of pampering products targeted towards them, we’re also seeing fathers prioritizing relaxation and me-time through kits and products that help them unwind. With self-care becoming integral to the daily routines of the Millennial demographic, we’re seeing this trend increase its reach, permeating specific target market such as the modern dad.
Trend themes
Themes within the Paternal Pampering trend
Three behaviours holding the trend together01
Dad Self-Care
Self-care products targeted towards fathers, supporting well-being and relaxation.
02
Novelty Gift Kits
Novelty gift kits consisting of items that poke fun at new responsibilities.
03
Masculine Bath and Body Products
Product lines, including bath bombs, soaps, and moisturizers, designed for men containing masculine scents.
Industry implications
What the Paternal Pampering trend means for industry
Where the trend changes the playbookFor
Self-Care
Opportunities for self-care product developers to design targeted products for a new market: fathers.
For
Gifts and Novelty
Novelty gift companies can create more geared products for fathers, playing on fatherly duties.
For
Bath and Beauty
Beauty and bath companies exploring the creation of product lines for men, breaking with traditional gender barriers in the industry.
Workshop question
How might you better align your brand offerings to the increasing importance placed on self-care and relaxation?
Trend signals
Trend signals for Paternal Pampering
Trend score 3.6 out of 10, from popularity 52%, activity 47%, freshness 8%.
Popularity52%
Activity47%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Paternal Pampering trend
4 featured examples from May 19, 2016 to May 31, 2017CategoryLifestyle
Curated Father's Day Giftboxes
Giftagram's 'American Legends' Box was Curated by Channing Tatum
The e-commerce industry has the opportunity to offer curated giftbox services, allowing customers to shop for unique and thoughtfully selected gifts.
CategoryArt & Design
Masculine Father's Day Candles
The AROMALAB Cedar Woodwick Candle is Blended with Men in Mind
Opportunity for home fragrance companies to expand their product lines to be more inclusive and address the growing demand for gender-neutral scents.
CategoryLifestyle
Humorous New Dad Kits
This Novelty Gift for Dads Pokes Fun at New Responsibilities
The novelty gift industry has seen a surge in demand for humorous parenting products, like new dad kits, as consumers look for unique ways to celebrate parenthood.
CategoryFashion
Fatherly Bath Bombs
Lush Cosmetics' Father's Day Collection Introduces Care Products for Dad
The cosmetics and personal care industry can explore new product lines for men, tapping into the growing demand for gender-inclusive bath products.
