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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 femininity 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.



Picture: Heartly Lab

Picture: Flow

Cartier Tank Watch App

- Linked to Regent's University

The aim is to create an app exclusively for the Cartier Tank Watch to offer a more valuable experience for one of Cartier's most iconic timeless pieces. 

The app targets Gen Z & Millennials, who will account for 65-70% of the global luxury purchases by 2025. The app seeks to balance Cartier to stay true to its roots, a luxury heritage brand that offers a more contemporary experience that adapts to Gen Z's needs and wants. The Cartier tank watch value comes from the history behind it. It is suggested that only the well-informed Gen Z's are fully aware of the item's heritage. The aim is to re-invent this watch to target this generation and create a more deeply emotional connection to the brand. 


The app's front page includes informative articles about the Cartier Tank Watch such as "10 things you didn't know about the Cartier Tank Watch", as storytelling and educational posts are used to connect emotionally and intellectually with Gen Z & Millennials. This increases perceived value and the sense of community, all provided through the app. It is possible to shop all the Cartier tank watches available on the Cartier website on the app to increase usability.


When clicking on a specific watch, it is possible to read the whole background story of The Cartier Tank Watch and that particular model. Scrolling down, you see a section called "Worn by." This section informs about which iconic celebrities have worn the brand. Celebrities wearing the Cartier watch can increase awareness, trust, and familiarity in purchasing decision-making (Okoli, 2016). Research found that celebrity endorsements resonate more strongly with Generation Z and Millennial audiences (Okoli, 2016).  This function is created  with the aim of improving the pleasure provided with the app. 


The app provides an Augmented Reality (AR) function for clients to try on the Tank watches. Cartier already currently uses this function on their website, however a limited selection of products, and cannot be tried on, as can be done through using the app. The AR function is  created with the aim of improving usability and accessibility provided with the app, designing it so it makes it accessible & easier for more people to try on the watch remotely. Therefore, this app offers a more optimized & valuable experience.

71% of customers say they would shop more if they had access to AR, and 72% made unplanned purchases because of the effect of AR according to Bustos. Shopify reported a 200% boost in conversions when AR was used for product visualization. This is due to the sense of ownership that people authentically felt that they owned those things and bought them. Therefore, the sense of ownership is expected to increase with the try-on AR experience. 


It is reported that Gen Z and millennials are 71% more likely to use AR frequently compared to other generations, which is why this technology is essential, targeting this younger generation.  Furthermore, it is possible to take pictures trying on the watches, share them on social media, or send them to friends, which builds on the principle of social currency. It is the extent to which people share the brand information, which builds more brand loyalty and stronger relationships to the customers. Therefore this app is created with the intention to create a more meaningful & relevant experience to the customers of Cartier & the users of the app.

Gen Z Consumer Insights / Strategy / App Prototype

Artificial intelligence is currently the most sought-after technology as it enhances customer experience and helps brands reach a wider audience. Even though online sales of luxury goods are expected to cannibalize the brick-and-mortar share over the next few years, the importance of the physical store continues to increase. In evaluating the current leading companies trending in the luxury watch industry, "Hagley West Watches limited" are currently in the forefront according to Google Trends followed by "BQ Watches" and then by "Watches of Switzerland": this indicates that Cartier is not trending now.

Example by ZO Communication


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