Skincare collections for men upturn rigid representations of masculinity
Trend - In order to appeal to men, skincare brands often opt for stereotypically "masculine" branding, which often includes bold and simple labeling and dark colors. This is slowly changing with brands releasing products and collections targeted to men, but with a focus on "soft" branding that's more about product than presentation.
Insight - The role of gender norms in the beauty industry is often to put people in boxes rather than encourage them to experiment. With the help of social media and gender-diverse influencers in this space, traditional notions of masculinity and femininity are being ignored in order to replace those representations with something more well-rounded and inclusive.
Insight - The role of gender norms in the beauty industry is often to put people in boxes rather than encourage them to experiment. With the help of social media and gender-diverse influencers in this space, traditional notions of masculinity and femininity are being ignored in order to replace those representations with something more well-rounded and inclusive.
Workshop Question - How could your brand better prioritize inclusion?
Trend Themes
1. Gender-neutral Branding - Skincare brands are opting for soft branding that is more about the product than the typical masculine branding.
2. Personalization - Most of the products and collections that are being launched are offering a personalized approach to skincare, customized to every individual's needs.
3. Data-driven Product Development - Disco launched a data-backed men's skincare line, which features minimalistic products for both face and body that were chosen based on polling data.
Industry Implications
1. Personal Care Products - The market has seen a rise in male-targeted personal care products, with a plethora of skincare lines available for men.
2. Beauty Industry - Traditional notions of masculinity and femininity are being challenged in the beauty industry to cater to a diverse range of individuals.
3. Ecommerce - With a rise in D2C brands, skincare kits, grooming sets and other personal care products for men are easily accessible on ecommerce platforms.
