Skin manifestations linked to the hormonal cycle, hair growth, intimate discomfort… women’s daily lives are punctuated with problems that are sometimes ignored by cosmetics brands. But it would seem that consumers are expecting the beauty industry to get involved in these areas. According to social intelligence agency Dynvibe, the “femcare” movement is gaining momentum.
Is the “femcare” trend revolutionizing the world of beauty? According to Dynvibe, it’s a trend that brands can’t ignore, because the stakes are so high: women are a prime audience. There are 3.9 billion women on Earth, and they account for 70-80% of all consumer purchases.
The reach of social networks
Thanks to the multiplication of exchange platforms, more and more people have started to share the problems of their daily lives. No longer content to remain silent, women consumers are speaking out on subjects long considered taboo. They show their body hair, talk about the negative effects of menopause, confide in us about the difficulties of the post-partum period.
The rise of a new offer
The fact that women are breaking the omerta on certain issues has helped to blur the boundaries of certain product categories. Thanks to this awareness, cosmetics brands have discovered new business opportunities. Many companies have begun to invest in new territories.
“The very strong growth in dermocosmetics is an excellent illustration of how brands are adapting to the new paradigms: simple yet effective products, safe formulas with controlled ingredients and transparent communication on the subject. We’re also seeing the …
