Category
Lifestyle
Assisted Choices
Trend cluster
Category
Serum
Hygiene
Deodorants mimic facial skincare with actives and skin-enhancing ingredients.
4.0
Trend score
Trend
What is the Serum Hygiene trend?
Serum Hygiene: As more consumers prioritize full-body skincare, brands are taking note with hygiene products that contain beneficial ingredients and actives that enhance the skin. These deodorants are made to prevent sweating and odor, while also improving skin's health over time.
Insight
The consumer insight behind the Serum Hygiene trend
Consumers are prioritizing skincare as part of their overall health, and these habits no longer just encompass the skin on the face and neck. Now, more people are prioritizing the use of active ingredients in other areas of their body in order to achieve optimal health, and to enhance their self-care rituals.
Trend themes
Themes within the Serum Hygiene trend
Three behaviours holding the trend together01
Body Skincare
Consumers prioritize full-body skincare while skincare products are no longer limited to the face and neck.
02
Active Ingredients
More people prioritize the use of active ingredients in their self-care rituals.
03
Clean Ingredients
Consumers are increasingly looking for hygiene products that are free from harmful chemicals and rely on naturally derived ingredients.
Industry implications
What the Serum Hygiene trend means for industry
Where the trend changes the playbookFor
Personal Hygiene
Brands can create innovative hygiene products that protect the skin while incorporating beneficial ingredients and actives.
For
Skincare
Skincare brands can expand their product lines to include full-body skincare, including deodorants with skin-enhancing ingredients.
For
Sustainable Packaging
Brands can appeal to eco-conscious consumers by using recycled and recyclable packaging for their hygiene products.
Workshop question
Which adjacent industry could your brand take inspiration from?
Trend signals
Trend signals for Serum Hygiene
Trend score 4.0 out of 10, from popularity 63%, activity 45%, freshness 12%.
Popularity63%
Activity45%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Serum Hygiene trend
5 featured examples from Jul 3, 2020 to Aug 9, 2022CategoryFashion
Quick-Drying Deodorant Gels
The Deodorant Gel by Nécessaire Contains 5% AHA and Niacinamide
The introduction of skincare-level formulations for body care and the emergence of multi-functional deodorant gels presents an opportunity for personal care companies to different…
CategoryFashion
All-Natural Superflower Deodorants
Summary's Plant-Powered Deodorant Contains Butterfly Pea Flower
Disruptive innovation opportunity: Incorporating natural and plant-based ingredients in personal care products to offer consumers healthier options.
CategoryFashion
Skin-Soothing Deodorants
The Rio Deo Aluminum-Free Deodorant Eliminates Odor & Lowers Skin pH
The personal care industry can capitalize on the trend of skin-soothing deodorants by developing innovative and natural products that offer added benefits such as moisturization a…
CategoryFashion
Vitamin B3-Infused Deodorants
The Dove Even Tone Helps with Uneven Skin Tone
Opportunity to expand product offerings with skin-nourishing ingredients and eco-friendly packaging.
CategoryFashion
AHA Serum Deodorants
Kosas' Chemistry Deodorant is Clean, Soothing, Brightening & Non-Staining
The personal care industry can capitalize on the rise of AHA serum deodorants by developing and marketing products with exfoliating and brightening benefits.
