Gender-based cues in consumer perception

Research conducted: The Journal of Consumer Research, titled "Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference." This study explores the commonly held belief that marketers and consumers alike think that women prefer products that are aesthetically pleasing (form-superior) over those that are more functional (function-superior), as compared to men. However, the research findings suggest that this belief is a misconception. Through a series of studies, the researchers demonstrate that both men and women may be overestimated in their preference for form over function, indicating that the actual preferences of women lean more towards functionality than looks, contrary to popular belief. The study critically examines the marketing practices that align with these beliefs and challenges the notion that women inherently prefer "prettier" products, shedding light on the importance of recognizing and addressing these stereotypes in product design and marketing strategies.

Gender difference and consumption – Marketing Matters Nestlé, the manufacturer of Yorkie, once ran a marketing campaign with the slogan "It's not for girls," which led to the perception that Yorkie was only meant for men. Due to criticism for sexism, the 'not for girls' slogan was dropped, and Yorkie is now marketed as a chocolate bar for everyone. https://lnkd.in/eV3wJeQF As the terms are commonly used, ‘sex’ refers to the biological differences between males and females, while ‘gender’ has been used more as a social category eg referring to roles typically taken by men and women in society as gender roles. Gender identity is an important component of customers’ self-concept. A customer’s sex is used by marketers as a fundamental segmentation variable, as well as a tool to develop interpretations and meanings through factoring gender-related cues into a brand. The concept of ‘sex roles’ highlights that customers tend to conform to their cultures’ expectations about how those of their gender should act, dress or speak. However, these expectations may vary dramatically across different societies. Different societies communicate different assumptions about the appropriate roles of men and women and expectations of behaviour for each gender. Take the Mr Clean advert as an example https://lnkd.in/evbi6wqE  This advert aired during the 2017 Super Bowl – a prime US advertising opportunity. It features a ‘male’ brand (Mr Clean) which covers a range of cleaning products aimed predominantly at women. The woman in the advert appears attracted to, and flirts with, the Mr Clean character, who is stereotypically males. The message at the end suggests that men who defy their gender stereotypes by cleaning might be in line for sexual reward. The soundtrack song seems to be crooning a promise of sexual delight as well. The viewer might be left wondering who precisely the (female) customer is being invited to ‘love’. Is ‘the man who cleans’ Mr Clean the brand or her cuddly real-life partner? Gender differences are evident in many consumption contexts, such as food preferences of men and women. Women tend to eat healthier diets than men, and customers consider meat as a masculine product, while fruit is perceived to be a feminine product. Men and women appear to shop differently too. Research suggests that men receive less hedonic value from a trip to the shopping centre than women do, and women are more interested in the cleanliness of the shopping environment and the entertainment options on offer than men. Marketers have long been applying gender differentiation in different markets such as cosmetics, hairstyling and clothing. Some products (eg Gillette’s Venus shaving range) have been positioned as exclusively feminine, even though both men and women shave. Should the Advertising Standards Authority be making judgements about gender stereotyping in adverts? Should products be aimed at different sexes and genders?

There’s an overlooked truth in the wine industry… 59% of wine drinkers are women…yet men represent 82% of winemakers… so why are most wine labels still designed with men in mind? In fact, 80% of female wine consumers decide on a bottle based purely on its label. That’s makes the label more than just a branding statement. It literally is the difference in a brand’s bottom line. The impact of labels is even more profound for women. Designs with feminine cues, such as soft colors or gentle imagery, increase the likelihood that women will not only purchase the wine but also anticipate enjoying it more. What does this mean for brands? The wine industry has often leaned into traditional or masculine designs—rugged animals, dark labels, and classic imagery. However, as consumer behavior shifts, we’re seeing a rising preference for unique, colorful, and even playful labels that appeal to women. This opens the door to a whole new conversation: are we designing products that resonate with today’s market? The label is no longer just a design element. It’s a consumer magnet. How should brands change their strategy with this in mind? https://lnkd.in/dd5RgzWW #wine #wineandspirits #packaging #beverageindustry

Fluid Future: Genderless beauty your untapped opportunity? Makeup has always been an art form, irrespective of gender, and this is now widely recognized. Brands now see a significant opportunity to position themselves in a receptive market, are you ready for that challenge? x 1.5 times faster grew for certified inclusive beauty brands than less inclusive competitors. + 393% surge in searches for 'men's makeup,' underscoring the growing fascination with men's grooming and cosmetics. After the launch of Pleasing form Harry Styles, a "life brand" with a diverse lineup of unisex skincare and nail products. → Skin differences between men and women. While there are distinctions between men's and women's skin, certain natural ingredients are effective for all genders. Men's skin, being 30% thicker with 20% more layers than women's, has enhanced sebum and collagen production, slowing down aging. Women may experience these effects earlier due to menopause and reduced collagen. + 30% Men's skin thicker + 20% Men's skin more layers than women's → Focus on performance and problem-solving. Men are facing similar issues as women such as acne and under-eye circles. Acceptance of men using concealer to address these concerns reflects a broader concept of makeup aimed at boosting individual confidence. Despite challenges in formulation and packaging, brands embracing inclusivity and diversity set new industry standards, expanding their consumer base. → Shift in consumers behavior, Gen Z taste: Consumer behavior is shifting, with a growing appreciation for perfume based on notes, sourcing, and artistry rather than traditional gender appeal. This generation embraces gender fluidity and supports brands aligned with their values, actively participating in protests against climate issues and sexism. + 44% Gen Z challenges gender, believing it's not binary, and they are less attached to traditional gendered activity labels. → Packaging design, Inclusive, bold and wise: The key lies in flexibility and the personality of the design, the choice of packaging and composition, enhancing individuality over stereotypes and gender-related colors or shapes. Focus on shared values like authenticity, performance, form, function, and sustainability if you want to get it right. To finish: Genderless makeup is undeniably appealing to a broad consumer base. Prioritizing simplicity, functionality, and product performance, this approach to cosmetics has shown exceptional performance and growth. Here's a curated selection of brands I have searched for your reference and inspiration as you embark on your next successful venture. Featured Brands: Being Big Lip Crtl+Zit Hiki Innisfree PH-In Sepibu Star Face Tower28 #beautypackaging #beautybusiness #beautydesign #genderless #fluidbeauty #genz