Cosmetic industry codes are often very kinematic and sometimes caricatural: black packagings and wooded odors for men, pink packagings and floral odors for women.
Beyond the packaging, are there differences in composition? Is this man/woman distinction in the universe of cosmetics relevant and is the formulations specifically optimized for men or women?
Why a distinction between men and women?
The distinction of cosmetics by gender is still widespread. Like Grangettes Switzerland, our Swiss brand of natural and ethical cosmetics, more and more brands are changing this approach and offering unisex products. Indeed, customers are less receptive to this type of argument, which is more marketing than scientific. This is good news, because with rare exceptions, this binary separation is not relevant in determining the effectiveness or usefulness of a cosmetic treatment.
Beauty and virility
More and more men take care of their skin and the number increases every year. But they remain a minority. For many men, taking care of her skin using cosmetics remains stigmatizing. But this vision of virility is losing its way.
The marketing day plays an important role and many companies force the line by proposing packagings releasing an image of strength and virility: leather or cedar scents, dark and very contrasted packagings, illustrations of flames, wolves, and other images evoking strength and energy, evocative adjectives (powerful, strong, etc.).
In the end, in the same way as a medication, cosmetic care meets specific needs that everyone should take care of, whatever its kind: moisturize, soothe, clean, exfoliate, act against oxidation, protect from pollution or UV, etc.
Today, men and women brush their teeth or take showers. The logic of cosmetics is the same!
The pink tax phenomenon
Have you ever heard of the pink tax? In many sectors, including the cosmetics industry, identical products are available in women and men, the female version being more expensive than men.
The difference? packaging, color and organoleptic (odor, texture, cream color, etc.). The best known example is that of disposable razors.
Some brands offer similar products in all points, except the colour: pink for women and blue for men. Women are sold more expensively.
The general public gradually begins to open its eyes to this marketing mechanism, and many women buy so-called “for men” products to achieve some savings or choose unisex products.
Responding to a problem rather than a genre
Overall, it is much more relevant to target a problem than a genre. However, there are some exceptions related to the specificities of each sex: the presence of beard, the phenomenon of calvity and a thicker skin among men, the hormonal influence that differs from one gender to another, etc.
However, even taking these differences into account, targeting a problem remains relevant! Calvity affects 25% of men and 2% of women (source: Ifop).
Does it make it necessary to say that products against baldness are only for men? Of course not! The products against calvity are for the people concerned by the problem, simply.
This logic applies, regardless of the topic in question.
Good or bad idea?
Another trend is currently emerging, in connection with minimalism: it is the fact of sharing products in a couple or in a family. The basic idea is good for common issues. For example, our regenerating body milk is suitable for children as well as adults, men and women (also pregnant!). On the other hand, each person has individual needs and specific skin problems, for which generalist products will not be suitable.
Grangettes Switzerland, a unisex brand
You have understood: beauty is now everyone's business, and gendering cosmetic products is more a matter of marketing than common sense. This is why we have chosen to offer unisex cosmetics and to target issues rather than genders, by choosing active ingredients that are effective and adapted to clear needs: moisturize, soothe, cleanse, exfoliate, remove make-up, etc. .
In addition, our packagings are neutral and clean, to easily identify what the product is for and how to use it.
At Grangettes Switzerland, the fragrance has no use to target men or women, but it is useful to mask the smell of active ingredients that are sometimes strong. To this effect, we use a fresh and discreet fragrance: green tea. This fragrance is certified without allergens and manufactured in a family business Genevoise.