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Male Beauty Market

Trend description:

Society has shifted, with Gen Z starting to embrace gender neutrality and change their definitions of feminity and masculinity. By 2024, the global male grooming market is estimated to be worth about 81.2 billion U.S. dollars, according to Statista. According to grand-wire research, the global men's personal care market was valued at USD 30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030.

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Picture: Heartly Lab

Picture: Flow

Meditative Beauty Rituals

As the daily practice of meditation is becoming normal amongst Gen Z's, brands are taking advantage of that opportunity to incorporate meditation into their products & offerings.

 

According to a report conducted by Sciences Direct, rituals have proven to reduce anxiety. Adopting a routine helps costumer regain a sense of control & empowerment in an uncertain environment.

 

Customers will seek beauty rituals to reduce stress & anxiety and take a step back to enjoy self-care. In a stress-full post Covid time, we will see how meditation & beauty rituals will come together to create synergies for brands & customers..

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Picture: About Her

Picture: Glass House Journal

Functional Drinks For Teens

Market Trends / Gen Z Consumer Insights / Product Ideation / Visual Identity

The CDB mood-boosting functional drink brand called "booZer," specially designed and marketed for Gen Z. It is usual for teenagers to experience mood swings and strong emotional responses due to development changes in the brain. The idea is to create a beverage brand for teenagers helping stabilize the mood swings they experience when entering puberty. BooZer seeks to create drinks that help consumers get through their challenging teenage period by creating a functional beverage with a relatable branding that helps with mood swings, hormone imbalance, and anxiety that most teenagers struggle with. 

 

CDB has received growing attention due to its promising new agent in treating depression, anxiety, and mood disorders. Today's teens, growing up in a constantly digital world, with many external forces causing them stress and anxiety, unsurprisingly look for brands that can help them cope with their mental health. CBD has performed well at relieving panic attacks, mitigating mood swings, and quelling feelings of agitation, irritability, and sadness, which many teenagers experience daily. These CBD-infused mood-boosting aims to help teenagers with their mood swings, stress, anxiety, depression, and hormone imbalance, to make their life a little easier.

 

The idea is to create different sparkling CDB-infused water with different tastes and functional benefits. The CDB drink tastes like a sparkling blend of orange bitters, citrus, and ginger. To tap into the cyclical living trend, which is the idea of living, eating, and drinking according to the body's natural cycle, the idea is to create a drink that especially helps girls when they are on their period. The cyclical drink could contain chamomile Flowers, linked to reducing cramping & helping increase feelings of calm in small-scale research; Gingko Biloba, related to helping mood and breast tenderness in research; and Dandelion Root, linked to reducing bloating and improving mood in small-scale studies. CDB also has the potential to be used as an option for pain relief and to support women during their periods. Research on CDB's effectiveness for pain relief is limited. Still, a 2019 review of studies into CBD as a treatment for PMS suggested it can be helpful for pain relief and may benefit people who experience cramps during their period. Furthermore, the drink contains L-theanine, which has been indicated to help relax the physical and mental changes during the menstrual period.

 

There are several ways CBD impacts energy levels, both directly and indirectly. Studies have suggested a positive relationship between CBD and mood-related neurochemicals in the brain. It has been suggested that CDB helps promote restful sleep and supports balanced energy levels throughout the day. A drink with an energy-boosting effect will also be needed for teenagers struggling with productivity due to their energy levels. This drink could contain Maca, which is known for its ability to increase energy levels due to the nutrition that is in it, including iron, Vitamin C, and potassium. L-Theanine may affect different chemicals in the brain, such as dopamine, which influences sleep, mood, and emotions. Furthermore, Ginseng has been shown to increase energy levels and help ease fatigue. This combination will be much needed for teenagers looking to boost their energy and mood throughout the day when getting out of bed can seem like a struggle. The taste of the drink is a sparkling blend of strawberry and citrus. 

 

Lastly, a drink that helps teenagers with their daily anxiety and low mood will also be needed. A functional sparkling blend of lavender and elderflower will help teenagers to balance their stress reaction, find inner peace and mellow their worried minds. It contains botanicals such as L-Theanine and L-Tryptophan. L-Theanine boosts GABA levels, an inhibitory transmitter that slows down neurotransmitters that make you feel anxious and can therefore be an effective treatment for low and moderate anxiety. L-theanine has been reported to have anti-stress or antidepressant-like effects. Furthermore, the drink can contain ashwagandha, known for its stress-relieving properties. Most research on cannabidiol (CBD) has looked at its possible benefits in anxiety disorders, but studies have also shown CBD to have direct antidepressant effects. Early evidence suggests that it may work quickly against depression, and can be used as an alternative to traditional antidepressants. 

 

All the drinks are branded in pastel colors, which stand out and will attract younger customers, by being appealing to look at on social media. The anti-anxiety drink is a light blue canned drink, with the following saying: "I've got 99 issues, and 86 of them are made up in my head". The cyclical drink that eases girls' periods is a pastel orange canned drink with the following saying written on it: "Yes, I am on my period, but it doesn't mean that my anger is irrational". Lastly, the energy-boosting drink comes in a light pink can with the text "Waking up before 7 AM should be illegal". The statements seek to validate teenagers' feelings while bringing fun and relatable elements to the products. Gen Z is an open generation that values loud, honest opinions and conversations. Therefore, these statements bring awareness around issues that have been taboo in the past. Gen Z is changing the conversations around mental health, periods, and sex. Furthermore, according to a study by Ypulse, Gen Z feels that the current wellness culture is toxic and harmful and focuses too much on perfectionism. Therefore, the branding seeks to break the traditional wellness culture by embracing the feelings that most teenagers go through but don't talk about. The company can tap into a bigger vision and build a community for teenagers to talk about taboo subjects with each other. Furthermore, this can also contribute to organic PR and more significant growth. The drinks can be used as an alternative to soda or alcohol at social gatherings or as part of a daily routine. 

Visuals by ZO Communication

 

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Pictures from various sources of the internet, internal use only

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