Industry Insights
Based on research on contemporary and older fashion and beauty brands, the analysis revealed that gender stereotyping had seeped into the language as well as the perception of the word “skin-care”. It was deeply engrained into the male consumer’s user experience where all care products catered to women even in the shopping isles of grocery stores - their main shop.
Our reseach on existing male care brands pointed to the main problems in this market:
1. Hypermasculine Communication
2. Singular Focus on shaving, body care and hair care
3. Feminine Association of the Skincare Industry
Resources: CB Insights, WGSN, WWD, Statista, BoF, Allure