Gender Based Marketing

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Top Trends - Gender-Based Marketing

TOP TRENDS — GENDER-BASED MARKETING: I. GROWTH OF HAIR LOSS PRODUCTS SPECIFIC TO GENDER-BASED MARKETING FOR MALE: II. DEMAND OF MALE SPECIFIC COSMETIC PRODUCTS:

I. GROWTH OF HAIR LOSS PRODUCTS SPECIFIC TO GENDER-BASED MARKETING FOR MALE:

ONE- a brief overview of the trend. (3-5 sentences):

TWO- the reason why it is considered as a top trend (any evidence that supports your choice):

  • It is considered as a TOP TREND as it is mentioned by Smart Cube, a marketing research firm that mentioned the BIG TRENDS for the year 2019 with the focus that Gender-based marketing for men’s personal care is increasing.

THREE- how the trend is affecting gender-based marketing:

FOUR- 1-2 examples of companies that are leaning into the trend:

II. DEMAND OF MALE SPECIFIC COSMETIC PRODUCTS:

ONE- a brief overview of the trend. (3-5 sentences):

  • According to a study conducted by Mintel, around 1/3rd of US men look for the word ‘manly‘ as an ideal descriptor on personal care product packages as part of gender marketing.
  • Men’s confidence and willingness to use grooming has increased in recent years, with 16% of French and 9% of German consumers buying makeup products in 2019.
  • Chanel Boy and Givenchy Mister are makeup lines that target men through their names with Gender-specific products.
  • The CPG companies are not just adapting their existing feminine makeup ranges to men. Rather, these CPG brands think of creating innovative functional formats and clear benefits that can appeal to all male consumers.

TWO- the reason why it is considered as a top trend (any evidence that supports your choice):

  • According to Victoria Buchannan, a visual trend researcher and beauty expert at The Future Laboratory mentioned that men’s hygiene and personal care products are more focused on health than striving for unrealistic perfection.
  • Men are starting to gain more knowledge about skin and hair care products. This new awareness has caused a change in the industry, which leads to men’s beauty products on the rise, and it is the upcoming trend in 2019 and henceforth.

THREE- how the trend is affecting gender-based marketing:

  • This trend affects Gender-based marketing as found in recent research that 42% of men use Gender-specific facial moisturizers WHILE 74%, of men, are characterized as keen personal care shoppers.
  • Brands with the idea of Gender-based marketing has conquered the white space of Gender-specific products to appeal to men who wish to use makeup for subtle enhancement and self-confidence more than self-expression.

FOUR- 1-2 examples of companies that are leaning into the trend:



Research Strategy:

METHODOLOGY:


We started our search by looking at the Research Reports and Surveys in from Mordor Intelligence, Kantar Media, Smart Cube, Deloitte, Mintel and Mckinsey. These industry reports are the primary source of information on the Trends and at time, provide information on some top trends, and hence the idea was to garner any such pre-compiled list from these reports. Most of the reports found were apropos of the broader industry segments on gender-based marketing and have mentioned that categories like food and beverage have done a better job of balancing their gender-based ad targeting since 2010. The surveys also enumerated information that cosmetics and personal care products have been growing in popularity as part of Gender-based marketing and the companies focus on men as their target audience.
Next, we looked and checked the information in advertising agencies such as ADAGE and ADWEEK to check and see if these agencies have mentioned the latest trend the companies are following to support the information available through Surveys and Reports, as mentioned above. We also looked and checked Case Studies done on Gender based marketing in sources such as https://www.global-business-school.org/. The idea was to collect information on some leading brands, specifically CPG categories, that could give an insight into companies that are leaning into the trend. The sources mentioned about some leading CPG brands such as L’Oréal Paris, Rimmel London, Maybelline New York, MAC, ASOS Face+Body, and Calvin Klein are leaning to target Gender-based marketing.
Based on the information mentioned above, we TRIANGULATED the information and looked for the BIG OR MAJOR TRENDS that were available based on findings given by Marketing Research Firms such as SmartCube and Mintel and then correlated these trends with major brands that are leaning into these trends.
Thus, all the information regarding trends was mentioned in detail in the above key findings section above.
Sources
Sources