Miles' Clean Deodorants Help Tweens & Teens Neutralize Odors
Laura McQuarrie — March 1, 2023 — Fashion
References: hey-miles & thebrunswicknews
Safflower oil, arrowroot powder and tapioca starch are some of the simple yet effective ingredients that power Miles' Clean Deodorant.
Miles got its start when Carly Broderick knew that she would soon need a deodorant for her 10-year-old son approaching puberty. Unsatisfied with the traditional options on the market with overpowering scents and overly masculine marketing, Broderick came up with Miles, a brand that supports teens and tweens, and represents the journey they take throughout adolescence.
"A lot of the legacy brands, their marketing represents a very traditional view of masculinity, and I don't really think that's what Gen Z is all about," Broderick says, "I think Gen Z is much more about individuality."
Miles got its start when Carly Broderick knew that she would soon need a deodorant for her 10-year-old son approaching puberty. Unsatisfied with the traditional options on the market with overpowering scents and overly masculine marketing, Broderick came up with Miles, a brand that supports teens and tweens, and represents the journey they take throughout adolescence.
"A lot of the legacy brands, their marketing represents a very traditional view of masculinity, and I don't really think that's what Gen Z is all about," Broderick says, "I think Gen Z is much more about individuality."
Trend Themes
1. Clean Deodorants - Opportunity for other companies to create and market deodorants with simple and effective ingredients, specifically targeted towards tweens and teens
2. Gender-neutral Marketing - Opportunity for companies to pivot from traditional gendered marketing tactics towards more inclusive and individualistic branding
3. Gen Z-centric Products - Opportunity for companies to create and market products that cater specifically to Gen Z consumers' values and preferences
Industry Implications
1. Personal Care - Opportunity for other personal care companies to create products for tweens and teens that promote confidence and individuality
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to advise their clients on the importance of gender-neutral and individualistic branding to appeal to Gen Z consumers
3. Retail - Opportunity for retailers to create a specific section or product line in their store that caters to Gen Z consumers' preferences and values
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