Skincare used to be a Female dominated topic that over time has evolved to having both male skincare lines but finally, today it’s all gender neutral. After all, skin is skin, right? Men have learned from their partners and from the many male skincare lines that they need to take better care of themselves if they want to have glowing, healthy skin. Gone are the days of embarrassment. Turns out men are just as curious and hopeful for new, high performing skin care as women are. Men’s skincare generated 11.6 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 6.2% from 2020 to 2027. The implications of this gender neutral approach will bring big positive changes. Here are some of the improvements we see for 2022 and beyond.
Focus will continue on ingredient transparency and organic/natural ingredients
Consumers demand for ingredient and production transparency will continue and manufacturers technically should be able to spend more of their (now half the cost) marketing budget on fresh and safe ingredients. This transition is already taking place but will be fully executed within the next five years. The companies in the US that begin following the EU skincare quality and labeling requirements will become larger faster. It’s likely that some of the large global brands like Olay and L’Oreal will move forward first. They have the financial means and European market savvy and distribution to make changes to production and marketing quickly.
Shopping will be easier
Fluid, gender neutral and transgender identities are on the rise causing businesses like the skincare industry to acknowledge that their marketing strategies to double dip with male and female sub-brands and/or marketing programs is no longer needed. So what does this mean to the average consumer? Imagine a skincare section without a women and mens classification. The focus will shift to specific skin needs or skin types vs a “marketed women’s and men’s” choice of virtually the same item. We should see fewer and bigger brands emerge as the winners making skincare sections smaller and easier to shop. Gone are the days of needing a his and her section on the bathroom counter as well!
Prices should go down for women
Women historically make less for the same job and pay more than men for the same services and goods. The so called “pink tax” is clearly documented. The pink tax is a discriminatory pricing system based on gender for products and services that has existed in the US for over 100 years. It is estimated that the pink tax costs the average women over $1,300 a year or $135,000 at age 100. From dry cleaning, clothing, shavers, deodorant and skincare women unfairly pay more for the same products men pay less for. If one product fits all; then manufacturers are going to have to come to terms with their unfair pricing practices. Until price parity occurs try buying men’s shavers, men’s deodorant and men’s T-shirts. Ask your dry cleaner why laundering a women’s pair of pants costs more to launder than a man’s? Your sending a message and you’d be surprised what you can save.
What can you do to support the shift to gender neutral skincare? Support brands that have adopted this approach. We like this list from healthline.com but honestly you can support any brand that does not spend excess money on female or male marketing with more emphasis on ingredients and results. Choose brands that have the best quality ingredients vs the fancy gender specific packaging. We are proud to be transparent and organic at Amalie Beauty. If you’d like to try our products use promotions code: NEWBIE for a 20% discount.
In summary, for women, the acknowledgment of gender neutral skincare is one of many steps towards equality. Hopefully, in the future we will see fewer gender specific products, less emphasis on gender advertising investments and more acknowledgment of quality, clean ingredients. Vote with your wallet!
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