Primary research - Existing gendered cosmetic brands
To start out my primary research I visited Boots to get an idea of gendered branding and how it applies to its target audience. My investigation was to look at cosmetic branding and analyse whether it is targeted to males or females, from previous research I have found that there isn't that much difference in the science behind the cosmetics and that they work on both genders. The smells however are different for males and females, this could potentially influence the individual to purchase the cosmetic. My aim however is to debunk gendered branding and look into why cosmetics have been branded for either male, female or both.
Above are examples of cosmetics that have been branded for females. It is a matter of opinion whether males or females would purchase this for themselves but from my analysis the branding looks like it is more targeted at females. The use of soft pastel colours, script and serifs type would signify a more elegant and feminine aesthetic. Why this applies to women could relate to the research I have gathered from gendered advertising and the construction of genders in western society.
On the contrary the branding for men is something I expected; almost the exact opposite aesthetic to female branding. The use of dark, metallic colours signify something more mechanical and harsh, the type too is mainly a bold san serif font, which represents strength and assertiveness. As though to suggest men must use these products in order to fulfil their roles as a man in society. Again this is a matter of opinion to the individual as some would argue the branding does not apply to them on choosing a cosmetic, however the branding is a good representation on who their target audience applies to. However this refers again to the research I collected for gendered advertising and how the roles of gender have been presented, it relates to cosmetic branding and how it also constructs gender in ways to influence individuals on how they should present themselves.
More examples of cosmetics that were placed right next to each other but targeted at different audiences. There is a distinct difference in the way the products have been branded, yes they may smell different but both do the same job. The comparison between the two products are obvious, soft pastel brand for women and a bold, more mechanical branding for males. This suggests the theory on the fragility of masculinity, where men need their own branded products that differ from female products to ensure they fulfil the role of being a 'man'.
Focusing on the placement and visuals of the shelves, there still appears to be a distinct difference in the was cosmetics have been branded for males and females. However the soap and glory aisle is a little biased as it only features one brand, but the point is that female brands appear to almost dominate the cosmetic side of the store. The branding is distinctly different as it applies to different audiences even though the majority of products do the same job.
