Gender-Neutral Beauty Brands Shatter Traditional Retail Stereotypes
Images Retail|October 2020
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…
Charu Lamba

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.

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