Gender Neutral Cosmetics
Source: http://www.nellyrodilab.com/en/beauty-en/gender-neutral-cosmetics.html
S.W Basics of Brooklyn
This brand applies this strategy to promote an identity that’s strongly inspired by the food sector, with creams, scrubs, cleansers, hibiscus masks, and organic lip balms. Every one of its products meets the requirement of “less and better” containing only essential ingredients, and no mention of sex.
Analysis
The branding for these cosmetics appear neutral and not suggesting they are for any particular gender. The bottles resemble a victorian influence whilst the branding is kept simple and not over the top. The colours representing what the product is do not suggest that it should be used by either a male or female, however the use of three different fonts throughout the brand appears unorganised and cluttered. The simplicity of the layout and colours used are the strong elements to the aesthetic however the type lets the brand down as its not always legible.
The branding for these cosmetics appear neutral and not suggesting they are for any particular gender. The bottles resemble a victorian influence whilst the branding is kept simple and not over the top. The colours representing what the product is do not suggest that it should be used by either a male or female, however the use of three different fonts throughout the brand appears unorganised and cluttered. The simplicity of the layout and colours used are the strong elements to the aesthetic however the type lets the brand down as its not always legible.
Saana Hellsten: Basik
In her thesis on gender, Finnish graphic artist Saana Hellsten postulated that the only real difference between men’s and women’s razors was their color (blue vs pink). To eliminate these clichés, she developed “Basik”, a packaging line with gender-neutral graphics that focus on the product’s function rather than the sex it is intended for.
Analysis
This is a good example of a cosmetic brand that has been stripped down and built up from a neutral perspective. The simplicity of the layout and type reflect a more neutral tone of voice and do not appear to communicate to a certain audience. This is something I would like to take note on for when it comes to the practical side of my dissertation. The colours however I think could be improved, the pastel and bold theme has potential but I do not think the colours used work at reflecting the product as a cosmetic and looks more like something medicinal.
MAKE
NYC beauty brand MAKE is known for its paraben-free products made locally. It recently launched “Naxos”, a gender-neutral product range initially with two products: lip oil and an anti-blue light primer that protects the skin from the invisible light rays emitted by computers, cell phones, etc. The brand has also done collaborations with designers like Faye Toogood, a fervent “No Gender” partisan who expresses her philosophy through her eponymous clothing line.
Analysis
This brand appears a lot more simple and minimal. There are no labels on the containers giving a more translucent look to the product which could signify the brand itself and how its a clean and neutral it is with no added chemicals or stereotypical representations of gender. The type however contradicts with what I've just said as it appears to me as 'feminine'. This is a matter of opinion but the elongated type signifies a more elegant and delicate element which does not appear to be on a neutral level.
Context
Context applies the same philosophy to its—unisex—products, which capitalise on their formulas using powerful antioxidants, vegetable oils and natural plant extracts.
Analysis
This again is another example of a gender neutral brand. With the minimalistic aesthetic of the brand it keeps a neutral tone of voice and doesn't communicate a certain gender or sex. Although the minimal theme works well, I cannot help but think that a store full of these cosmetics would appear dull. As I believe we are in the first steps of neutralising cosmetics, the branding part isn't exactly strong yet and isn't pushing the boundaries on neutral brand aesthetics. The minimalistic structure however is something I am taking on board for my practical work, I believe its a good approach at representing these brands from a neutral level.
Prada
These days, the gender-neutral question is also attracting the attention of luxury players who see this new offer as the ideal way of addressing a broader target while advocating values in line with the times. Prada is an excellent example; the Italian designer has launched unisex infusions, a collection of six fragrances that celebrate the gender-free lifestyle, and satisfy new consumer demands.
Analysis
