Nowadays, we are seeing more men and women choosing beauty and grooming products based on their personal preferences and lifestyles rather than their gender.

As gender roles continue to blur in today’s society, more beauty and personal care brands are taking the unconventional approach in focusing on consumers’ desire to express their individuality, thus centering NPD on blurring gender boundaries and embracing gender neutrality.

Fragrance is one of the beauty and personal care segments that is fully tapping into the gender-fluidity trend. Recently, this has become increasingly evident in the proliferation of androgynous fragrance launches across brands, which strive to capture consumers’ attention by resonating with their desire to express themselves.

Targeting the young generation of today who are willing to wear any fragrance that ‘smells right’, matches their personality, and triggers an emotion within them, means that brands must understand the importance of note blends and packaging play in promoting neutrality.

For instance, Calvin Klein’s CK2 gender-free fragrance has proven to be of a great success, since its launch in 2016. The notes of sandalwood, mandarin, and wasabi form a natural and fresh scent that appeals and is suitable for both men and women. Its minimalistic packaging design, featuring a transparent futuristic looking bottle, has served to support the gender-free concept.

According to GlobalData’s 2016 Q3 global consumer survey, the proportion of consumers who disagree that they feel under pressure to follow traditional cultural and societal norms was a similar level to those who agree at around one third across both gender groups. This indicates that on the whole, consumers from both genders feel indifferent to conforming to societal norms and set cultural traditions, thus giving brands the opportunity to offer products which help consumers further express their personality and lifestyle.

Looking into the near future, the gender-neutral concept is set to take the fragrance market by storm, while also creating opportunities across the wider beauty space as consumers seek to express themselves more creatively and beyond the confines of traditional gender pigeonholes.

Related links

https://www.globaldata.com/store/report/cs0055ts–trendsights-analysis-blurring-gender-boundaries/