Neutral is New Trend in the U.S. Cosmetics Industry
In the US cosmetics
market, a “genderless” (genderless) trend that breaks the boundaries between
men and women is rapidly emerging. 'Genderless' has two meanings, one refers to
a bisexual person who is a comprehensive gender of men and women, and one refers
to a neutral person who is pursuing transcending the concept of gender between
men and women. It indicates to consumers that there is no specific gender.
Recognize all gender-conscious brand characteristics.
Women's cosmetics have always been mainly reflected in
packaging with a light floral and fruity scent combined with pink and pattern
designs. In contrast, men's cosmetics are mainly described in text such as 'for
men, homme' and packaging containers such as black and blue. To highlight men.
A person from kotra stated that “clear product lines and marketing in the past
actually meant that women could not use men ’s products, and men banned the use
of women ’s products. Now they are breaking the gender gap and considering only
physical characteristics or preferences. Trends are prevailing and products
that break the boundaries between men and women And marketing trends will
continue to increase."
In the same situation, women's perfumes have been mainly
fruity or floral, while men's perfumes have mainly musky fragrance. Nearly
the market demand for neutral fragrances such as woody fragrance and leather
fragrance is increasing. 'acqua di colonia muschio' and 'vetyverio eau de
parfum', a French perfume brand diptyque, are representative unisex fragrances
for unisex.
Mac, tom ford beauty, marc jacobs and other brands have
launched unisex product series. In addition to traditional sellers have
launched gender-free cosmetics series, brands on the market continue to
emphasize genderless identity. A formal neutral cosmetics brand has been born.
The American brand fluide emphasizes ‘makeup for everyone’ and uses people of
various gender identities as models. The British cosmetics brand jecca also
slogans ‘makeup has no gender’.
At the same time, South Korea launched laka, a
cosmetics brand for men and women last month, which emphasizes the unisex
makeup concept and will expand with the Korean makeup trend to expand the
neutral market.
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