How does the new masculinity change the beauty market?
Insight
Gender roles have changed a lot. The “fragile sex” woman and the “alpha male” man have given way to more fluid representations in society. As women enter the previously considered “masculine” universe of strength and power, men also become more comfortable in the territory of beauty and self-esteem.
Impact
This study served as a compass for the repositioning of all the company’s brands, bringing new models of femininity and masculinity to be contemplated in their campaigns and product demand generation.