Soft is a men's skincare brand that looks to change the way skincare brands market products to men, which can be seen through the companies' inaugural product, the 'Soft Moisture Mask.' Overall the company's branding utilizes bright colors, positive names, and fruity smells, in an attempt to change the way masculinity is marketed to consumers.
James O’Dwyer, one of the founders of the company spoke about the brand's message, "At the end of the day, we think the guy who’s buying Soft is into the fact that we represent a departure from the historically conservative narrative around men’s skincare and masculinity."
The Soft Moisture Mask is available in a 2Ooz container for a price of $36. The product contains notes of ginger and is able to hydrate, as well as soften the owner's skin.
Masculinity-Challenging Skincare Products
The 'Soft Moisture Mask' Breaks Marketing Conventions
Trend Themes
1. Gender-inclusive Beauty Products - More beauty brands are breaking gender norms and creating inclusive products to appeal to a broader audience.
2. Positive Branding - Brands are utilizing bright colors, positive names, and fruity smells to redefine traditional masculinity marketing strategies.
3. Masculine Skincare - Men are becoming more interested in skincare, creating opportunities for new brands to disrupt the market with gender-specific products.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry is being transformed by inclusive product lines that appeal to customers of all genders.
2. Marketing and Advertising - New marketing strategies are emerging in the advertising industry that appeal to customers across the gender spectrum.
3. Men's Skincare - The skincare industry is undergoing a shift as men become increasingly interested in skincare routines, opening up new opportunities for gender-specific products.