Prepared for Lauren S. | Delivered August 26, 2020
Existing Biases in the Baby/Kid's Skincare Category
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.”
Nordstrom is one of the brands that has
embraced gender-neutrality for the kid’s skincare
category. It has a gender-neutral baby skincare sets gifts on its website.
One existing gender bias
is the fact belief that pink is for girls and blue for boys.
In terms of racial bias,
many products favor specific skin tones
and not all of them.
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.
In the skincare industry for kids, there is a
need to develop products for all skin tones
and skin types and market the same as all-inclusive non-biased products.
Summary of Early Findings
We found some insights around existing biases in the baby/kid's skincare category during the initial research.
However, due to time limitations (1 hour), we could not delve deeper and compile a comprehensive report on the same.
The research team will require additional hours of research to compile the needed information.
Please proceed to pick one or more of the proposed next steps in the scoping section below.
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