Brands in the hair care space adopt gender-neutral branding
Trend - Taking note of the popularity of gender-neutral branding in cosmetic and skincare industries, brands in the hair care space are adopting their own versions of gender-neutrality into their products. Both in research and in branding, these items are able to appeal to a broader range of demographics.
Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Workshop Question - How is your brand catering to the values and priorities of its Gen Z customer?
Trend Themes
1. Gender-neutral Hair Care - Brands in the hair care space are adopting gender-neutrality into their products to appeal to a broader range of demographics.
2. Unisex Personal Grooming - Brands are introducing grooming and body care products that are exclusively available and created for everybody and every body.
3. Shareable Clean Haircare - Drugstore beauty brands are producing haircare products that are simple, affordable, vegan, cruelty-free, dermatologist-tested, and free from synthetic fragrances that are straightforward and meant to be shared.
Industry Implications
1. Personal Care - Gender-neutral and unisex personal care products are in high demand, and companies should respond by creating more unisex personal care and beauty products targeting Millennials and Gen Z consumers.
2. Skin Care - Universal appeal and gender-neutral body care and skin-nourishing ingredients targeting Millennials and Gen Z consumers are welcomed by a market in need of unisex personal grooming options.
3. Hair Styling - Simple, effective, and convenient hairstyling products that create the look and feel of textured hair are popular in the unisex market.
