A Timeline of Gender Fluidity in Skincare
Photo by August de Richelieu from Pexels
What are the distinctions between moisturizers marketed as being specifically for men as opposed to those marketed for women, apart from the product's labeling? It is clear that all genders' skin needs are the same when examining the essential elements of a fundamental skincare regimen. In spite of this, for a long time, the beauty industry has focused heavily on skincare products specific to gender.
The way that gender is used to market skincare products has a long and complex history. But by tracing the roots of gendered products in skincare, we can gain a better understanding of how to deconstruct these marketing strategies in the present.
Women have traditionally been the primary target of skincare marketing, and the industry has long used gender stereotypes to promote its products. Women were frequently portrayed as delicate and in need of nurturing, with skincare products promoted as a means of achieving beauty and femininity.
At the same time, men are rarely targeted for skincare marketing because it is assumed that they do not require specialized products to care for their skin. This idea has been perpetuated for decades, in spite of the fact that it is medically false.
But in recent years, the skincare industry has started to acknowledge that men also need specialized skincare products. This shift is the result of a more gender-inclusive marketing strategy that has seen the emergence of products specifically made to meet the skincare needs of men.
In the past, beauty rituals were not gender-specific; both men and women in Ancient Egypt, China, and the Victorian era used makeup and skincare to enhance their appearance.
We all remember the elaborate wigs and cosmetics donned by both genders during the Victorian era. Ancient Greek beauty standards were based on symmetry and proportion, but these have changed over the centuries as a result of societal attitudes toward gender identity.
In the modern era, beauty and femininity are often associated with achieving a smooth, even complexion and a youthful appearance, which is why many women opt for skincare regimes as a way to achieve beauty and femininity.
Photo by RF
The Beginnings of Gendered Skincare Products
After the colonial era, views on gender roles evolved. By 1800, science, politics, and sports were associated with men, and anything else was seen as feminine, including beauty and skincare.
Men saw virility as a positive, and women saw youth and extended beauty as the standard. And that’s where beauty industry product branding buzzwords come from: products for men emphasize the “macho” aura and the “preserved youth” anti-aging lingo for women.
The emerging beauty industry of the 1900s exploited society's perceptions of femininity by marketing unnecessary and often more expensive skincare products for women. Vintage advertisements such as the Tokalon Skinfood and Erasmic Shaving Cream are prime examples of how ads were used to promote different feelings, like attraction, for example.
Changes in Beauty Standards Throughout History
Marketing alterations have caused skincare products to be tailored to certain stereotypes, which has contributed to the notion that gender dictates which product is suitable for each individual. However, skin problems are not restricted to one gender; both men and women can experience acne or wrinkles.
A deeper understanding of these truths after the millennium resulted in a more accepting attitude toward gender fluidity in some areas. Furthermore, the early 2000s indie, pop-punk, and emo music fads revived the idea of men wearing eyeliner and nail polish, which was later embraced by Gen Z, shattering the binary standards for skincare and fostering a more inclusive market for all genders.
The Innovation Group conducted a study that showed that only 44% of Gen Zers bought products specifically tailored to their gender, in comparison to 54% of millennials who gave the same response.
The 2010s saw a surge in the self-expression of men in skincare, thanks to the rise of online influencers such as Victor Ramos, Tavaris Jefferson, and Bretman Rock. Beauty brands Morphe and Fenty Skin have taken strides in developing a one-size-fits-all approach to skincare, with the goal of creating products that are suitable for all skin types.
The big beauty conglomerates realized that by incorporating gender-fluid beauty terms into their content, engagement with non-binary, transgender, and gender-fluid audiences would be increased—the most important factor being the desire to receive more revenue from frequently overlooked groups.
The First Gender-Neutral Skincare Products
It’s safe to say that the change is here and stronger than ever, and we can see it in the new marketing trends for skincare brands. Gendered products used to be primarily packaged in shades of pink, black, and blue; however, the pioneers of the gender-neutral skincare movement have shifted their focus to more simplistic, clinical-style branding.
The Ordinary is a good example; the company's serums, creams, and acids have a straightforward presentation that doesn't play into gender stereotypes but instead emphasizes the science behind the products.
While gender-neutral representation in skincare advertising still needs much work, we’ve come a long way to where we are right now. Companies are acknowledging the profitability of products that are gender inclusive.
Beauty Products Are Now Favoring Simplicity
Clean lines, simplistic silhouettes, and a focus on practicality have become the norm in skincare branding, and this trend is on the rise, as we can see in brands like The Ordinary. The present-day consumer cares more about using products that really benefit the skin, regardless of gender, so they don’t feel the need to wear make-up as much. Some have called this trend “skinimalism.”
By focusing on a gender-neutral audience, the beauty industry can do away with outdated gender norms and promote inclusivity. It’s about time the industry accepted that men and women can use the same products for their skin and that both have similar concerns.
To summarize, brands recognize that a man may be as concerned with anti-aging as a woman may be with minimalism. We still have a long way to go before the major players in the skincare sector, like Dove, Rexona, and AERIN Beauty, accept gender neutrality in advertising on a broad scale.
However, the smaller, up-and-coming skincare brands, like Obagi and Dermalogica, are changing the landscape by catering to millennials and Gen Z and will be the leading players in how society adapts to gender fluidity in this industry.
Further Reading:
https://www.beautyschoolsdirectory.com/blog/lgbtq-inclusivity-beauty
Sources:
History of Male Skincare in Ancient Societies
https://www.whitfords.co.uk/mens-skincare-from-ancient-history-to-modern-trend/
When Beauty is the Beast: The Effects of Beauty Propaganda on Female Consumers
Usage Patterns and Self-Esteem of Female Consumers of Anti-Aging Cosmetic Products
https://www.mdpi.com/2079-9284/9/3/49
Why Skincare Routines Should Absolutely Be Gender Neutral
Erasmic Shaving Cream Advertisement, 1958
https://www.lookandlearn.com/history-images/Q824069/Erasmic-Shaving-Cream-Advertisement-1958
Tokalon Biocel Skinfood Beauty To Look Young
https://www.madmenart.com/sex-appeal/tokalon-biocel-skinfood-beauty-to-look-young/
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