We are living in a world of honesty and transparency, but when it comes to undesirables – ‘awkward’ self-care topics surrounding mundane everyday lifestyle items – brands are not meeting the changing aspirations of consumer needs.
In this month’s Futures feed – Desirable Undesirables – we explore how brands can seize the opportunity to reimagine mundane everyday commodities and make empowering and positive change. We explore how personal care, sexual health and everyday lifestyle products need to move away from being functional, bland and risqué to become newly desirable objects and services we want in our lives. Notable newcomer brands in this space include brands such as Hims, a healthcare brand offering solutions for men’s hair loss and erectile dysfunction and HiBar, a range of salon-quality, solid shampoos and conditioners that skip the need for plastic packaging.
Desirable Undesirables explores four emerging themes of change, which are brought to life with key insights, best-in-class brand examples and opportunity areas for brands looking to capitalise on the emerging changes in this sector.
Four key themes of Change
1. Adapted Everyday
Elevating previously ‘no-fuss’, functional products to give consumers pleasure in everyday routines
2. Empowered Health
Humanising the experience of cold and clinical medical health care by creating a more personal, optimistic and approachable interaction
3. Intimate Essentials
Expanding intimate and personal wellness solutions for a greater selection for individuals and niche audiences
4. Sexual Liberty
Helping us become credibly sexually empowered and confident
