An expanding men's cosmetics market uses unintimidating branding
Implications - In an effort to remain accessible to male consumers unfamiliar with the concept of a beauty regimen, cosmetics companies are using discreet, ultra-modern branding as a means to appearing more approachable. By using imagery that lends itself to scientific or clinical precision, male beauty products are being positioned as natural extensions of hygiene rather than being excessive or effeminate. This is one small step in the widening of skincare as a necessity; a movement forwarded by the blogosphere.
Workshop Question - How can you leverage precision and accuracy to enhance the problem-solving aspects of your brand or product?
Trend Themes
1. Scientific Self-care - Cosmetics companies are using discreet, ultra-modern branding to appear more approachable to male consumers unfamiliar with the concept of a beauty regimen.
2. Minimalist Skincare - Sleek and minimalist packaging designs for skincare products are gaining popularity. Brands should consider a minimalist and gender-neutral branding approach.
3. Unisex Bath Products - Brands have started embracing unisex bath products with gender-neutral packaging that appeals to individuals, couples, and family homes.
Industry Implications
1. Men's Grooming - Cosmetics companies can explore the expanding men's grooming market and offer more unisex, minimalist, and scientific skincare products.
2. Skincare - Skincare brands can consider a minimalist and gender-neutral branding approach that appeals to both genders and promotes the use of natural ingredients.
3. Packaging Design - Packaging design agencies can aim to create unique and minimalist designs for skincare brands that convey modernity, simplicity, and natural ingredients.
