Beauty does not have a gender. People have assigned it. For years, brands have used gender as a marketing tactic rather than a fundamental belief and consumers are now beginning to understand that a good product is essentially a beneficial product for one and all, irrespective of their gender.
Over the years, there has been a gradual change in consumer preferences towards cruelty free, natural, and organic products. This change has now evolved enough to include gender-neutral beauty products.
“Gender neutrality is a global movement gaining momentum with the current generation. It is a lifestyle, generational shift, and the new normal. The present generation understands that when it comes to skin, hair, and fragrances there are no gender-related boundaries. Apart from the shaving range for boys, there is no reason for different products for different genders. This mindset has urged many new gender-neutral brands to come up to rethink and rework their strategies for existing brands,” states Dipali Mathur, Co-Founder, Super Smelly.
“New-age consumers are ready to break the stereotypes and brands also understand this and thus are bring more gender-fluid products in the market. For instance, onions are rich in Vitamin E which is an essential nutrient for good hair. Now it doesn’t matter whose hair – men or women. Vitamin E is good for everyone. Upakarma Ayurveda Onion Hair Oil and Onion Shampoo are two such gender-neutral products that are great for everybody,” says Parag Kaushik, CoFounder, Upakarma Ayurveda speaking on the same lines.
Acceptance of Gender-Neutral Products T
Today’s consumer is abreast with global trends like never before. Therefore, the need for and acceptance of gender-fluid brands is quite high. This influence is not just limited to local influencers or celebrities but with global icons like Rihanna propagating gender neutrality, the demand amongst the new generation is high and growing.
“Both men and women have similar skin or hair issues, so they do not really need separate products, hence genderneutral products have gained momentum in the market. Besides that, the other social change with regards to gender identity among people today is also pushing brands to create products that everybody can use without any specific gender definition. With gender fluidity becoming the norm, we are seeing a change in brand and packaging strategies among brands who want a higher connect with the modern consumer,” states Manish Chowdhary, Co-Founder, WOW Skin Science.
“Gender-neutral products along with their unisex packaging are more inclusive. This is more of a movement from younger consumers who are ready to explore and accept,” adds Kaushik.
Rather than blindly being swayed by new products in the market, consumers are now looking for third party credibility and go in for products that have been tried, tested, and recommended by influencers and peers.
“Engaging the end consumers by providing a customised experience has helped gender neutral brands gain an acceptance and preference among customers. Consumers are becoming more interested in the ingredient used and its effectiveness than worrying about the traditional gender stereotypes,” states Suraj Raj Vazirani, Founder & CEO, The Beauty Co.
Packaging Gender-Neutral Products
For years, mass marketers have associated blue with men and dainty pink with women. Although the products aren’t very different — oil is oil, shampoo is shampoo — the packaging makes the target demographic clear.
Continue reading your story on the app
Continue reading your story in the magazine
HUGE STEP TOWARDS RECOVERY: BRANDS RECORD PRE-COVID LIKE SALES DURING FESTIVALS
Better consumer incomes and demand patterns over the past few months suggest a better situation for Tier III/IV geographies. E-commerce trends also suggest a similar pattern…
URBAN SQUARE UDAIPUR WILL CHANGE THE RETAIL LANDSCAPE OF RAJASTHAN – Uddhav Poddar
In an exclusive chat with IMAGES Retail, Uddhav Poddar, Managing Director, Bhumika Realty, talks about how Rajasthan can be a new hub for modern retail with infrastructures like Urban Square and other malls. He also emphasised on the vision, progress and road ahead for the brand.
GROWELL'S 101 MALL CELEBRATED THE RETAIL SUPERHEROES ON 'RETAIL EMPLOYEES DAY 2020'
AMAZON REPORTS 60 PERCENT INCREASE IN WORLDWIDE SALES, BLACK FRIDAY REPORTS IN-STORE SHOPPING DROP
The economic downturn and uncertainty caused by the Coronavirus pandemic means 65 percent of people feel a high level of economic insecurity and are less willing to spend money. Contreras believed that for the moment, the crisis means it is appropriate to consume wisely…
Ad-Hoc Local Lockdowns Detrimental to Recovery of Indian Economy
Although the intentions are that of citizen safety and social distancing, the recent instances of local lockdowns and ad-hoc restrictions being imposed in UP, Maharashtra, AP and Karnataka are making a distressing impact on retail businesses, says RAI...
Research: The New Retail Reality
A report by KPMG in India and Retailers Association of India (RAI) sheds light on how the pandemic has led to a change in consumer behaviour and more importantly how the retail space is undergoing a complete makeover…
Parivartan: A Platform to Collaborate & Innovate for Retailers
The event by TRRAIN was a virtual open forum where retailers from across formats and departments came together to brainstorm about the ‘new normal’…
Gender-Neutral Beauty Brands Shatter Traditional Retail Stereotypes
Over the years, there has been a gradual change in consumer preferences towards cruelty free, natural, and organic products. This change has now evolved enough to include gender-neutral beauty products as well…
Contactless Technology & the Future of the Foodservice Industry
The dine-in sector saw a drop of 6 percent in the number of restaurants in the first week of March, another 20 percent in the subsequent week. It all came to a standstill from April and lasted till mid-June. The only option left for many restaurants amidst the chaos was to become takeaway and delivery only outlets, explain foodservice industry leaders, while outlining their strategy to overcome the COVID era…
E-COMMERCE REPORTS STEEP INCLINE IN Q2 PROFITS GLOBALLY
Riding on the surge in demand in the COVID-19 times, online retail sales in Asia will grow from US$ 1.5 trillion in 2019 to US$ 2.5 trillion in 2024, with a compound annual growth rate (CAGR) of 11.3 percent…