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Preview: Neutral Beauty
Global – The beauty industry is reflecting a shift in mindset with products that present a neutral aesthetic.
- The global mindset is shifting towards a fluid outlook on gender that rejects rigid male/female categorisations
- Non-gender-specific brands are experiencing double-digit growth in a challenging market, according to NPD Group
Context beauty products
ck2 fragrance campaign
Milk makeup
Make makeup
Cosmetics and fragrance brands are realising that they are ignoring a great opportunity by catering for specific genders, and adopting a more inclusive approach.
The packaging of skincare brand Context features black and white graphics and clean lines that put the focus on the brand’s use of natural ingredients with antioxidant properties, such as witch hazel, manuka honey and green tea, and their universal benefits, such as oil control, brightening and protection.
‘Today, most beauty products are still marketed towards either women or men, but I think that consumers are looking for a new message that speaks directly to their sensibilities rather than their gender,’ says founder David Arbuthnot.
The Big Picture
For more on early adopter brands that are moving beyond gender, read our Neutral Beauty microtrend.
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