Existing Biases in the Baby/Kid's Skincare Category
Delivered August 26, 2020. Contributor: Hellen O.
To explore the existing gender, racial and socio-economic biases in the baby/kid's skincare category with a particular focus on the current bias in product line ups, marketing gaps, and unmet needs.
According to Euromonitor International, gender expectations are shifting, and child-specific products are a segment to watch. Brands are slowly moving away from gender specificity towards more gender-neutral products.
Newer skincare brands are “entering the gate with gender fluidity already built into their DNA, experts say, using advertising that reflects diversity in race and gender, and packaging products in ways that avoid old stereotypes.”
There is outright skin tone bias mainly because individuals tend to categorize others, perceiving them as members of a social group (in this case, a group with a specific skin tone) rather than as individuals.