3 Ways Brands Can Capture All Consumers

Rethinking conventional approaches to gender concepts in beauty can help brands capture all genders. These practical strategies can optimize product development, from makeup to hair care to skin care and beyond.

Mass beauty has been capitalizing on gendered products and brands for decades, whether it be differences in packaging, colors, imagery or other factors. Yet, there is often little difference between products "made for men" and products "made for women."

This ignores the fact that all genders are primarily looking for effective, clean, green and safe products. Gender has little to do with it.

This is a dynamic beauty brands can break free from, says Caren Dres-Hajeski, VP of personal care and marketing at Acme-Hardesty. 

In this exclusive video briefing, the personal care expert discusses the ways in which brands can refocus their gender-centric thinking across categories; for instance:

1. Makeup brands can pivot to a skin care-first mindset that emphasizes convenience and simplicity for all.
2. Hair care brands can build products around hair types, styles and concerns, rather than the gender of the person.
3. Similarly, skin care brands can focus on concerns and results, thereby opening themselves up to any users for whom their solutions are helpful. 

To dive deeper and learn how your brand can get started on innovation built around a more practical notion of gender, watch the video below.