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Should We Pay Any Attention to Gender-Specific Marketing In Skincare?
Gender identity and the concept of gender have been under debate in our country in the last few years.
So then how does this affect gender-specific marketing tactics?
You’ve probably seen examples of this with children’s toys, razors, and pens.
There are times when targeting a specific gender is just totally unnecessary - but what about with skincare products and cosmetics?
Let’s take a look at this kind of marketing within the beauty industry.
And yes, my audience is mostly women, so that’s who I target - but I encourage men to read my blog and try out my products, too!
Men's vs. Women's Skin
First, there is a reason that skincare products (especially for the face) are made marketed specifically to men: their skin is slightly different than women's.
- About 25 percent thicker
- More collagen production
- Hair growth/shaving
- More sebum production
Women’s skin is more easily affected by hormones (androgens), which is why adult acne is common - boo!
Generally, moisture loss happens more frequently, too.
Women are also more focused on anti-aging, looking younger, and the overall appearance of the skin (partly due to societal expectations, but that’s for another blog post!).
My advice? If you have products that you’re happy with, stick with them!
If you want to try something new, do a patch test or ask a skincare professional.
It's all about what works for your skin's needs and getting the best results.
But What About Body Products?
When it comes to the body, skin is skin, regardless of gender.
The main difference with body washes, lotions, and shaving cream is with fragrance and the packaging itself (i.e. colors, text).
Products geared towards women typically have a floral scent with pretty packaging and botanical ingredients.
Companies also know that women are focused on a routine, whereas men only use a couple of products.
Men's products are usually gray or black with bold text and "get the job done" quickly.
However, just because a product says it’s for men doesn’t mean women can't use it (and vice-versa).
Take deodorant, for example.
I’ve used my husband’s on many occasions and it works just as well!
Again, the main thing here is finding products that you like and that work for your skin.
If you have certain standards you like to follow (i.e. cruelty-free or vegan), always read the packaging.
What's Happening In the Industry
Unfortunately, women's beauty products are also more expensive.
This is known as the pink tax - and many women are speaking out against it.
More companies are listening to consumers and using gender-fluid marketing.
You may have heard about James Charles, the first-ever male ambassador for CoverGirl.
I think we may be seeing more gender-neutral skincare lines in the future, too!
In the end, you have the freedom to choose and use whatever products you want!
Don't skip out on a perfectly good soap just because it's not marketed to your gender.
As for your face, the focus should be on your skin type, whether it’s normal, oily, combination, sensitive, or acne-prone.
And, no matter what, always use sunscreen!
For a product line that's great for women and men, check out my Alana Mitchell All Skin Types Set.
Friends, what do you think of gender-specific marketing? Does it affect your shopping habits? Leave a comment!