To stand out amongst a growing number of unisex personal care products with minimalist packaging, brands like 18.21 Man Made are launching collections that are distinctly masculine and male-targeted.
18.21 Man Made's assortment of products includes straightforward products with names like Clay, Paste and Pomade that reference simpler times. In particular, the numbers "18" and "21" in the brand's name refer to the 18th and 21st Amendments, which were passed to repeal Prohibition.
Multiple products from the brand are described as having the masculine scent of "sweet Virginia pipe tobacco," which is said to give a nod to the smoky atmosphere of Prohibition-era speakeasy lounges. Naturally, 18.21 Man Made's collection of bottled products are packaged in booze-like vessels that reference dominant design styles from decades ago.
Key Themes Behind This Trend
- Masculine Personal Care
- Brands are launching collections of personal care products that are distinctly masculine, utilizing simpler times and historic eras as inspiration for unique designs and scents.
- Nostalgic Packaging
- Brands are utilizing vintage and Prohibition-era inspired packaging for personal care products, appealing to consumers' love of nostalgia and unique design.
- Scented Products
- Brands are creating personal care products with unique, masculine scents, such as sweet Virginia pipe tobacco, to set themselves apart in a crowded market.
Where This Applies
- Personal Care
- The personal care industry has an opportunity to create more gender-specific products and packaging that are uniquely designed and scented to appeal to male consumers.
- Design
- The design industry has an opportunity to embrace nostalgia and historic eras in product design, creating unique packaging that stands out on shelves.
- Marketing
- The marketing industry has an opportunity to leverage nostalgic and masculine themes to create compelling campaigns that resonate with consumers and drive sales.
