How fashion trends are affecting personal grooming
The constant evolution of fashion impacts so much in our lives – not only the way we dress, but also the way we approach personal grooming and styling.
For instance, we see that in recent years, with fashion in the work and business environment becoming more flexible and relaxed, men have moved away from the traditional daily clean shave and opted to keep their facial hair – from a well maintained three day stubble to a full beard. It’s a far cry from the advertising creation of the “5 o’clock shadow”, which aimed to encourage men to shave twice a day. Nowadays, there are even guides to find online on how to maintain that “5 o’clock shadow” as a conscious style choice.
We see a shift in consumers’ perspectives over time. A beard used to be viewed as a sign of opting out and even rebellion, with overtones on hippy- and counter-culture. But now it has evolved to become one of the quintessential fashion accessories that helps improve facial structure and even give a more mature image.
What could this mean for businesses?
Businesses need to stay alert and anticipate changes in consumer behaviour to stay ahead of the market and competitors. Not only is it important to keep launching the right innovations, but also to find the right voice to communicate with the right target market.
As an example – very often male grooming products are purchased not only by the person intended to use that product, but also by their partners who might be in charge of household purchasing, or in some other cases they might also be given as a gift. Businesses should take this into account and tailor their approach and communication for the targeted shopper.
In our new reality today, with lockdowns imposed and hair salons closed almost everywhere around the world, people are left with no choice but to DIY groom at home – by themselves or with the help of their partner. What impact could this bring to the fashion and personal care industry, and how should businesses react towards these shifts?
How can we help?
ADK Insights combines qualitative and quantitative exploration of the rational and emotional factors that identify the needs of consumers during the COVID-19 period. Get in touch with us to see what our insights into the personal care industry, as well as our bespoke approach, could mean for your business.