We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Latest Blog Posts
Clear All Filters
Filter By:
Consumer Lifestyle
Consumer Product
Food, Beverage & Hospitality (269)
Fashion (30)
Product Design (9)
Colour & Materials (20)
Consumer Engagement
Retail (969)
Media & Marketing (340)
Published: 18 Jul 2018

Revlon’s Inclusive Beauty Brand Targets Millennials


Revlon’s latest venture aims to expand its make-up offering, as global beauty brands are influenced by the inclusive 'Fenty effect’. Could this revamp the company’s image among millennials?  

In a bid to revive declining sales and remain relevant in the contemporary beauty market, cosmetics giant Revlon has created a brand for millennials that’s grounded in inclusive values. 

The luxury make-up line, called Flesh, is a collaboration with American retailer Ulta Beauty. It aims to satisfy growing enthusiasm among consumers for broader representation within the beauty industry. The core collection features 40 shades of stick foundations – distributed among warm, cool and neutral undertones.

The brand’s core ethos is to reduce barriers for people of colour by offering them shade-inclusive products – beyond multi-tonal foundation. The brand follows the example of US singer Jennifer Lopez’s collaboration with Polish brand Inglot, which stocks eight hues of nude lipsticks catered to different skin tones. 

Flesh’s range includes 14 shades of highlighter, 30 lipstick tones and eight blush hues. The products provide users with a neutral palette and subtle pops of colour – in contrast with cult US brand Fenty Beauty’s collection, which also touts inclusive ideals but sells neon lipsticks and shimmery eye shadows. 

For Revlon, Flesh’s partnership with Ulta Beauty could really help the conglomerate remain connected to this key demographic, as its core brand is struggling. Estimates suggest that Revlon’s sales have declined by 5.9% in comparison to 2017’s first quarter (Nielsen, 2018).  

For more on how inclusive strategies are explored across different categories, see Inclusive Beauty: 5 Key LessonsDiversity Rules and Culture Guardians.  

Published: 13 Jul 2018

Casino & L’Oréal Launch New Convenience Store

Le Drugstore Parisien

Convenience stores – and, most recently, drugstores – are the latest retail category to undergo a reinvention. We highlight an innovative concept that’s the result of an unusual partnership between France’s Casino Group and beauty giant L'Oréal: a new urban take on the convenience store. 

Le Drugstore Parisien stocks everything from beauty and pharmacy products to healthy snacks and treats. It also provides free wi-fi, phone-charging points, water fountains, shoe-shine machines, parcel pick-up points, sinks and dressing tables, and even a “light therapy area”.

The target market of the new retail concept is the urban young, for whom “the lines between work, culture and fun are being blurred, creating a new way of living”, according to Jean Paul Mochet, chief executive of convenience banners at the Casino Group. Around 55% of products are priced at under €10.

The first two stores opened in late June in Paris on rue de la Chaussee d’Antin (360 sq m) and rue du Bac (150 sq m). A third is planned for the city, with a view to roll out the concept to other European locations and possibly even Brazil and Colombia, where Casino Group has subsidiaries.

Jean-Charles Naouri, chairman of Casino Group, hailed the launch as proof “that major companies are able to come together to invent and create unique, original places in line with contemporary lifestyles”.

For more on the changing face of convenience retail, read Corner Shop as Wellness Haven, while Nordstrom’s New Local Concept gives a glimpse into service-led retailing.

Published: 11 Jul 2018

MakeUp in Paris 2018: Top 5 Trends


From extreme colour to unisex make-up, the 2018 edition of annual cosmetics and packaging trade show MakeUp in Paris (June 21-22) highlighted strong beauty directions, with brands and formulators prioritising sustainability with sex appeal.

Here are the top five trends from the show:

  • Advanced Colour Cosmetics: Some of the most exciting launches showcased make-up with added skincare benefits. Italian cosmetics developer Ancorotti launched an entire eye collection with products that tapped into this. Mascara Electra, for example, boasts a formula containing an active ingredient called Blue Lock to protect the lashes against damage from the blue light emitted from smartphone and laptop screens.

    For more on pollutant-protective product and the growing importance of this category in both make-up and skincare, see Agile Beauty and Pollution Protection Update.
  • Extreme Colour: Colour cosmetic developers were keen to showcase new launches that tapped into extreme and dynamic colour. A standout product line came from German brand Weckerle. Its UV Collection of lip liners, lipsticks and a mascara offers bold colours that glow bright blue under UV light – ideal for young, music-loving consumers.

    Bold metallics also fall under this category, with brands like US pharmaceutical company Merck, international chemicals producer BASF, and US cosmetics business Presperse showing advanced pigments with holographic and enhanced light reflection. An example of finished product showing the appeal of molten metallics was German brand Gotha Cosmetics’ award-winning Metal Foil Eye Cream.

    Holographic visuals were also seen in beauty accessories, such as the bright make-up bag showcased by German developer Geka.
  • Sustainability Push: Unlike previous years, sustainable and ethical credentials were key drivers for new product development, in line with growing consumer demand for eco-friendly beauty. More simplistic initiatives, like French manufacturer Alkos’s solid shampoo and perfume bars, tap into the success of British natural brand Lush’s solid products. And Italian packaging manufacturer Mktg Industry launched its Gea Collection of cardboard beauty packaging featuring minimal, but nonetheless recyclable, plastic.

    More technically impressive examples of sustainability were seen in French developer Cosmogen’s new sustainable raw material PCR, which behaves like plastic and can replace most, if not 100%, of the material in the brand’s packaging portfolio.

    German brand Schwan Cosmetics showcased its eco-friendly range of beauty pencils. They’re made from renewable wood using an industry-first technology that allows high-quality formulas to be encased in wood without degrading quickly. For more on the latest in eco beauty, see The Great Beauty Green-Up.
MKTG Industry
  • Velvet Allure: From a formula perspective, the texture of choice this year was velvet. Numerous raw cosmetics developers highlighted the appeal of velvet finishes that combine the pigment payoff of matte with the comfort of gloss or cream finishes.

    The beauty division of German pen and pencil manufacturer Faber Castell introduced Velvet Delight – a glide-on lipstick with a velvety, matte finish that is pigment-rich and lasts for up to six hours.

    According to the brand, it doesn’t dry out the lips as many long-wear matte formulas can, but still retains their non-feathering, transfer-resistant appeal. Enriched with Panthenol (a form of vitamin B5 used as a moisturiser and lubricating compound), the product glides on like butter, but stays put.
  • Unisex Appeal: As we explore in The Male Beauty Moment  and Asian Beauty Now: New Markets, New Ideas, men are becoming more open to the idea of using make-up. But there is still only a handful of brands creating product that’s aimed at them, or marketing their offerings as unisex.

    In response, Ancorotti is introducing an entire unisex range of make-up products that could appeal to all genders, with the aim of inspiring men to express themselves. The Skin Wears Silk powder, for example, can be used by women to finish off their make-up look, while men (who tend to have oilier, and therefore shinier skin) can use it on its own to mattify.
Faber Castell
Published: 9 Jul 2018

Lush Launches Inclusive, Packaging-Free Foundation Worldwide

Following the opening of Lush’s packaging-free store in Milan, the brand has pledged to further develop its eco-friendly range with an inclusive twist.  

British naturals brand Lush is expanding its make-up line with vegan multi-tonal foundation sticks – set to launch in 18 countries. The compact Slap Sticks are available in 40 hues with cool, neutral or warm undertones. Hero ingredients Indonesian coconut oil, Turkish rose wax and Peruvian jojoba oil hydrate and brighten the skin.  

The development of shade-inclusive collections is becoming the norm for the colour cosmetics industry, as savvy beauty brands acknowledge diverse consumer groups. Cult US companies ColourPop and CoverGirl are good examples – both have recently relaunched their foundation ranges with up to 42 hues. 

In a bid to reduce plastic waste, each Slap Stick is housed in a biodegradable wax casing, encouraging wearers to forego traditional glass or plastic foundation bottles. This ‘unpackaged’ approach has been successfully implemented within the brand’s hair and bodycare ranges – currently, over 35% of Lush’s products are ‘naked’.

In addition, the sticks offer on-the-go usability. The easy-grip egg shape of the foundation stick – which resembles a make-up sponge – ensures consumers can apply the make-up with their fingers and blend the formula for an airbrushed finish, without the use of bulky applicator tools.

While currently a limited-edition run, if popular, they could be rolled out as a permanent feature, and inspire the brand to explore more packaging-free product development in other categories.

For deeper insights into sustainable packaging solutions and diversity in the beauty industry, see A Sustainable JourneyThe Great Beauty Green-Up and Inclusive Beauty: 5 Key Lessons.

Published: 4 Jul 2018

Is ‘Drone Tech’ the Future of Smart Skincare?

Lisa Franklin

British facialist and skincare expert Lisa Franklin has launched her eponymous beauty line, featuring a precision ‘drone delivery’ system and performance-enhanced formulas to protect the skin from pollutants. The luxury range is aimed at the growing ‘skintellectual’ consumer base hungry for smarter skincare.

The Pro-Effect System includes (but is not limited to) an Anti-Pollution Cleanser, a Pollution Defence Cream and an Overnight Renew Treatment. The ‘drone’ system – referencing the aerial vehicle’s agility in homing in on a target ­– intelligently delivers ingredients to the areas that need to be treated. A similar technology is employed by Clinique in its Smart skincare range.

Franklin’s hero product in the range is the Luminescent Base, a mattifying serum that is superior in its multifunctionality. Ingredients such as hyaluronic acid and konjac root aid long-term hydration, while nutrient-rich botanical extracts improve skin firmness and reduce redness or irritation. Photoluminescent diamond particles reflect light and illuminate the skin, while a unique bioactive complex reduces the amount of ultraviolet radiation from digital screens that penetrate the skin, and supports cell turnover following sun exposure.

The line also showcases ethical values. It’s vegan, cruelty-free, natural ingredients are sustainably sourced, and all packaging is 100% recyclable. The brand has also been stamped with the Positive Luxury Butterfly Mark, which is awarded by the British regulatory platform to brands that have a positive social and environmental impact. As we explore in The Great Beauty Green-Up, ethical values are now critical for brands as global consumers wise up to the impact of beauty products on the environment.

Published: 3 Jul 2018

Kinky Club Night Celebrates Queer Identities with Scent

The KitKat Club

Tapping into millennials’ desire for experiences, and aligning with contemporary celebrations of gender neutrality, olfactory artist Klara Ravat collaborated with notorious Berlin techno sex club The KitKatClub on a ‘senses’ party in May.

Under the tagline “Hear it. Watch it. Smell it. Taste it. Lick it. Suck it. F*** it. Dance it”, the event sought to champion queer identities through freedom of expression in body, word and performance. Ravat, who created a scent installation for the event, reflected that “the party was a motivation to explore fears and pleasures”.

It comprised a series of ‘Nose Kinks’ – scented bondage-style vinyl strips in red and black, strapped tight from ceiling to floor so clubbers could get close, touch, smell and play with them to explore how the sensory stimulation influenced their dancing and interaction with others.

Ravat designed three scents, aiming to “take the fetishism of the night one step further and create smells that could be perceived as extremely desirable, very animalic and, at the same time, almost stinky”.

Nose Kink N.1 had a strong musky, faecal and moist base, with a green fresh top layer and a sweet heart. Nose Kink N.2 was velvety and warm, designed “to make people feel like touching each other”. Finally, Nose Kink N.3 was built around civet – a traditionally animalic ingredient found in many classic perfumes. 

“This club night taps into a trend we’re monitoring for more experimental, sensorial experiences with fragrance and scent,” said Stylus’ senior editor of Beauty, Lisa Payne. For more, see Experimental Scent Summit 2018, Abnormal Fragrance: The New Normal and Exploring Scent Communication.

Published: 25 Jun 2018

World Perfumery Congress: A Fragrant World Tour

Scent experiment with different types of wood

A new fragrance portfolio launched at the World Perfumery Congress in Nice on June 5 documents global scents in a move to elevate storytelling around perfume creation, refine knowledge of local markets, and explore artistic exchanges across mediums.

The Olfactive Travel Portfolio is a collaboration between German flavour and fragrance giant Symrise and French olfactory magazine Nez. Documenting each stage on Instagram via #AWorldTourThroughScent, at least one Symrise perfumer, one Nez journalist and one photographer from the Tendance Floue agency were assigned to 11 global locations over four months.

From their various angles of expertise, they responded collectively to smells on-site, detailing and deconstructing impactful olfactory experiences, celebrating the heritage of local and mundane smells, and raising awareness around the sustainability of certain indigenous ingredients. Sites included a flower market in Madurai, India; a sawmill in North Carolina in the US; and shipping ports in Dubai, UAE.  

“Our passion is to combine the sensorial with the beneficial, to challenge boundaries and to understand the intrinsic connections we, as human beings, have with fragrance,” said Achim Daub, Symrise’s global president of scent and care. “The unexpected fragrances, visuals and words created during A World Tour Through Scent are a direct reflection of the participants’ experience and show a vibrant part of all our lives through a truly unique and authentic lens. They are sometimes provocative, frequently artistic, but always a mirror of our collective human experience.”

For more exploratory fragrance concepts that redefine our understanding and expectations of scent, see Exploring Scent Communication and Experimental Scent Summit 2018

Published: 20 Jun 2018

Beauty Brand’s Pop-Ups Defy China’s Animal-Testing Laws


China is the last major country to require animal testing on cosmetics and skincare before these items can be sold to the public – but one cruelty-free brand appears to have found a loophole.  

LA-based skincare and nutricosmetics brand Ceramiracle has emphasised its cruelty-free ethos with inventory-free, digitally led pop-up stores around China.

The company has partnered with the country’s largest digital platform WeChat to enable consumers to make purchases by scanning a QR code, which leads them to the app’s e-commerce store. The products are then delivered to the customer within three days from a warehouse in Hangzhou, a free-trade zone in Eastern China. In this region, goods can be imported, manufactured and exported without direct intervention from Chinese customs.

Ceramiracle is also capitalising on China’s e-commerce opportunity – online sales increased by 32% and totalled $1.2tn in 2017 (China’s Ministry of Commerce, 2018). Stylus’ Retail editor Stefanie Dorfer said: “WeChat is one of the most dominant digital platforms in China, and the perfect gateway for brands wanting to expand into this booming market. A strategy like this should be explored by other cruelty-free brands as they can bypass the country’s animal-testing legislation.”

Forty-seven per cent of millennials check whether luxury brands foster sustainable values before purchasing (Deloitte, 2017) – indicating the importance of considering ethical sourcing and distribution methods. For more on this, see The Great Beauty Green-Up and Doing Good.

To read more about engagement strategies that target the East, see Uni-Commerce Chinese Retail Focus, Asian Beauty Now and State of Mobile: Global Youth Focus.

Published: 18 Jun 2018

Men: Nailing the Salon Experience

Guys That Nail It pops up in London's Peckham district from June 12-22

A new pop-up salon in London is challenging taboos by opening a nail bar for guys. Could it redefine masculinity in the era of ‘male beauty’?

New British pop-up Guys That Nail It is boldly reframing the beauty salon concept with a nail bar dedicated solely to men. Open from June 12-22 in London’s edgy Peckham district, clients are offered treatments ranging from classic pedicures through to more daring gel extensions.

The launch of the nail bar capitalises on the new era of male beauty, which we expect to grow in line with – and potentially overtake – the male grooming market, which is forecast to reach $60.7bn by 2020 globally (Euromonitor, 2017). Lisa Payne, Stylus’ senior editor of Beauty, says: “Although Guys That Nail It has opened as a pop-up, its success will indicate a gap in the market for more permanent beauty spaces dedicated to men.”

Another brand successfully tapping into the male beauty category is British label MMUK Man. It’s set to launch the UK’s first male-only make-up store in Brighton in July 2018, where consumers will be able to experiment with the 80-piece line.

These openings signal the potential of beauty spaces and services dedicated to men, with 45% of parlours and 64% of mobile professionals in the UK currently not offering male grooming treatments (Beautiful Britain, 2017).

For more strategies tapping into contemporary masculine values, see Men’s Health: New Directions, Marketing to Millennial Men and Fashioning a New Masculinity.

Published: 13 Jun 2018

New Biodegradable Wet Wipes Lessen Beauty’s Impact on Oceans


Following a number of microbead bans in the cosmetics industry, consumer demand for sustainable beauty has increased. Is eliminating environmentally damaging wet wipes the next mainstream solution?

Green beauty brands are creating eco-friendly wet wipes, responding to consumers’ concerns about the toxic impact of water pollution.

Estimates suggest that by 2050, there could be more plastic than fish in the oceans by weight (Ellen MacArthur Foundation, 2017). The beauty industry is a major contributor to this. In the UK alone, there has been a 700% increase in the number of wet wipes found along the coastline over the last decade (Marine Conservation Society, 2017).

 Stylus explores two innovative products looking to tackle the problem:

  • Yes To: American skincare brand Yes To’s new Yes To Tomatoes Detoxifying Charcoal Travelsize Facial Cleansing Wipes confront the problem head-on.

    The wipes are made from cellulose, a plant fibre that’s typically found in vegetables such as kale and broccoli. This core material is a biodegradable, compostable and renewable alternative to the plastic binders commonly used in the mass market.
  • Pacifica: US brand Pacifica is similarly tapping into this concept with its new biodegradable Pineapple Wipe Out Oil Cleansing Wipes. The wipes also offer an additional aspect of eco-friendliness, since users are not required to re-cleanse after using them, saving on water usage.

    With 18% of American personal-care users wishing their routine was shorter (Mintel, 2016), we believe this launch offers an efficient and sustainable solution for consumers on the go.

For more on eco-friendly beauty and sustainable design solutions, see The Great Beauty Green-Up, Material Direction: Evolving Plastics and Packaging Innovations 2018.

Published: 5 Jun 2018

2018's Contrasting Fragrance Trends

Glossier You

The tastes of British consumers are diverging from the offerings on the current fragrance market, a May 2018 survey by OnBuy suggests. Although the e-commerce platform’s analysis was solely based on the UK, the findings are useful for global perfume brands.

The study of approximately 517,780 British fragrance enthusiasts found that while 75% of women wanted to try a unisex perfume, the market had instead been bombarded with sweet fragrances and pink packaging.

The survey analysed product trends and revealed that 70% of the perfumes released in the first quarter of 2018 had sweet accords, compared to woody notes (45%) and floral scents (60%). Packaging innovations have also shifted towards stereotypically feminine colours – 75% of the perfumes released since January 2018 were pink. 

We spotlight two new fragrance launches, both of which respond to these trends.

  • Pretty in Pink: As explored in our report Colour Direction: Evolving Pink, packaging that targets Gen Y combines fuss-free, contemporary design and clean typefaces. Catering to this demand, cult American brand Glossier’s You Perfume Solid is a good example of how to make pink packaging millennial-friendly.

    Launched in February 2018, the pocket-sized balm is designed for consumers with on-the-go lifestyles. The fragrance neatly fits inside a weighted egg that slides to open and close.

    We believe luxury fragrance brands should take cues from Glossier’s minimalistic packaging. The Instagram-friendly aesthetic and compact design are popular selling points among this demographic.

    For more on millennial branding, see Millennial Packaging Strategies, Cosmoprof Asia 2017: Packaging and Marketing to Millennial Women.
Glossier You Sold Perfume
Glossier You
  • Next-Gen Fragrances: The fact that 75% of women want to try an ungendered fragrance – yet the market has been inundated with feminine releases – suggests that there is a big opportunity for mass-market brands to develop more unisex products.

    Savvy businesses wanting to cater to the modern consumer should take cues from niche fragrance and personal care brand Byredo. The Swedish brand acknowledges the cultural shifts of contemporary sexuality with 30 androgynous scent profiles. 

    An extension of this concept might see brands translate specific memories into scents, creating the same olfactory experience for the user regardless of gender norms.

    Byredo’s fragrance launches tap into this key strategy. For example, the new Elevator Music range, in collaboration with American fashion label Off-White, combines earthy notes and musky scents such as bamboo, midnight violet and jasmine petals to evoke a sense of luxury.

    For more on genderless beauty, see Gender-Fluid Generation: Beauty Attitudes, Men Embrace Genderless Beauty and Gender-Fluid Beauty’s Skincare Evolution.  
Elevator Music
Elevator Music campaign
Elevator Music
Published: 29 May 2018

Personalised Beauty Targets Menstruation


US naturals start-up Knours is capitalising on the wellness category’s personalised beauty trend by addressing hormonal changes in the skin linked to the menstrual cycle.  

The company has developed an artificial intelligence-powered app that is designed to analyse changes in the user’s skin condition and mood. It determines an appropriate skincare routine for consumers via a questionnaire, using data such as skin type and the date of their last period to generate a selection of suitable products.

An extension of this personalisation strategy might be an analysis tool that visually assesses and tracks the skin’s health. We believe this is a bankable opportunity for brands, as the global beauty devices market is expected to reach $94.3bn by 2023 (P&S Market Research, 2017). 

The eight-piece, Korean-beauty-inspired offering provides skincare and bodycare products to use at different points in the menstrual cycle. For instance, the multitasking Double Duty Mist is ideal for pre- and post-menstruation. The moisturising jojoba oil rises to the top, while the aloe vera water sinks to the bottom. Users simply shake the bottle to mix the ingredients for use on dry, dull skin. When the mixture is left separated, the hero ingredients target oily, acne-prone skin.

Skincare based on menstrual cycles is becoming a fast-developing category as innovative start-ups cater to this model. US brand Amareta launched a three-step skincare range based on women’s menstrual cycles and hormonal changes in August 2017.

For more on cyclical and personalised beauty, see Circadian Rhythms Drive Beauty Innovation and Future Beauty: Perfecting Bespoke.

Published: 22 May 2018

Recess Launches Portable Active Beauty


New US personal care start-up Recess is tapping into demand for on-the-go beauty solutions in the active category by tackling a pet peeve among gym-goers: queuing up for showers.

The company is launching portable unisex products that aim to eliminate sweat in a few swipes – condensing a lengthy post-gym ritual into three steps. The range includes Face 101: Cleansing Wipes, Body 101: Deodorant Wipes and Hair 101: Hair Blotters.

With a tagline of “no sink, no shower, no problem”, the products require no water to activate the hero ingredients. For example, the Body 101: Deodorant Wipes combine tea tree oil and acai extract to fight off bacteria, eliminate odour and hydrate the skin.  

Users are encouraged to forgo bulky bottle packaging and use the brand’s biodegradable wipes and blotting paper instead. Another active beauty range that has successfully implemented this compact packaging strategy is Clinique’s Clinique Fit. The Post Workout Face + Body Cleansing Swipes remove excess dirt and oil after exercise, while priming the skin for make-up and bodycare products.

This launch feeds into modern consumers’ enthusiasm for time-saving solutions (as explored in Sports Beauty Steps Up), with 18% of US personal care users wishing their routine was less time consuming (Mintel, 2016). For deeper insights into time-saving beauty and portable packaging solutions see, Agile Beauty and Packaging Futures: In-Transit.

For more cross-category strategies that target fitness enthusiasts, see our Macro Trend Active Lives, as well as BrewDog Launches Cycle Club and Elevating Active.

Published: 17 May 2018

Marram Co: Mood-Enhancing Shaving Creams

Marram Co

British men’s grooming brand Marram Co focuses on scent and its influence on mood as the prime marketing message for its new shaving creams.

The eight shaving creams in Marram Co’s inaugural collection all use different notes to alter the user’s state of mind in different ways. For instance, Time Out is aimed at men looking to unwind. It claims to reduce stress while cleansing, detoxifying and brightening tired skin. The brand harnesses the sensory properties of essential oils, using ingredients such as basil, thyme and cardamom to enhance relaxation.

Essential oils are a growing market, forecast to reach $12.85bn globally by 2025 (Statistics MRC, 2017). We believe aromatherapy is a key area for brands to explore, as consumers look to improve their mood and mental state with scent. Another good example is American tween start-up Scent Republik, which uses vanilla and mandarin in its Fab! fragrance to boost feelings of empowerment.

With each of Marram Co’s shaving creams evoking a distinct olfactory experience, consumers are encouraged to experiment with the scents depending on their mood. For more on this idea, see The Rise of Fragrance Wardrobes and St Giles: Personality-Enhancing Perfume

With a tagline of “bringing pleasure to shaving”, the brand operates on a subscription basis. Each kit, containing a shaving cream of choice, is delivered every four, six or eight weeks, depending on how frequently the recipient shaves and uses up the product. For more on this concept, see Luxurifying Personal Hygiene.

Published: 15 May 2018

Type: A’s Next-Gen Natural Deodorants

Type: A

Tapping the rise in demand for eco-friendly personal care and fitness-inspired beauty products, US start-up Type: A’s natural deodorant range targets active consumers.

With a tagline of “the more you sweat, the harder it works”, the smart deodorant features aloe vera, coconut oil and arrowroot powder sourced from California to absorb moisture and hydrate the skin. The sweat-activated formula mimics a time-released effect that fights off bacteria, as safe synthetics such as glycerine are used to channel the aluminium-free, antiperspirant ingredients. 

The unisex range consists of two cream-based deodorants. The Visionary combines citrus and herbal notes and The Minimalist is 100% fragrance- and essential oil-free. Both products are housed in a tube, which is perforated by three holes to let the formula through.

Wearers are encouraged to swipe on a pea-sized amount of the lightweight formula onto dry armpits like a stick. This is a key selling point for the brand, as most of the natural deodorants on the market have to be applied using consumers’ fingertips.

The launch signals an uptick in natural and organic product innovation in an untapped category – only 25% of US consumers purchase natural deodorant (Mintel, 2017). We believe this market has not been explored properly, as many natural deodorant formulas are not effective enough to combat excessive sweat.

For more on strategies that target the active community in other categories, see Elevating Active and Millennial Fitness Update: Tech Tones Up. Also look out for Stylus’ report Sports Beauty Steps Up for the latest developments.