Marketing

Genderless Brands: A New Phenomenon?

Men are starting to flaunt pearls. The participation of notable personalities like Harry Styles, Shawn Mendes, Sir Elton John, the Jonas Brothers, and Pharrell Williams highlights the product’s increasing appeal, while celebrities endorsing this traditionally feminine product is not completely surprising. Pearls have also entered the gender-fluid mainstream as a result of players like Raheem Sterling and James Madison donning them, which signifies a dismantling of gender norms. Joc Pederson, a football superstar in the United States, wore them as well.

The increasing number of men who opt to wear pearls is not just a fleeting fashion, but rather a reflection of a larger movement towards jewellery that does not discriminate based on gender. There is a noticeable cultural trend towards inclusivity and individuality, and this emotion reflects that.

Mikimoto, a well-known pearl brand, is putting its money on the trend of men wearing pearls.

With a history spanning over a century, Mikimoto has been a trailblazer in the promotion of pearls for men. A wide group of celebrities, including male celebrities like Marc Jacobs and Song Wei Long, serve as brand ambassadors for their “Love Pearls” campaign. The campaign’s goal is to demonstrate that contemporary men can wear pearls with self-assurance.

Pearls are incredibly trendy right now, especially among American and European male celebrities and in Asia.

According to consumer psychologists, the idea that pearls are fundamentally feminine is a product of a social construct that changes throughout time. Pearls, once associated with strict gender roles, are now more commonly associated with a daring sense of style and self-assurance as a result of the ongoing transformation of cultural expectations surrounding gender.

Gender-neutral brands.

These businesses do not market their goods or services following traditional gender norms and stereotypes. To provide their consumers with experiences that are welcoming to people of both genders, these firms purposefully refrain from labelling their products as exclusively catering to males or females. As a concept, genderless branding recognises that people should be free to express themselves without complying with societal expectations and rejects the premise that certain items or styles are necessarily related to a specific gender identity.

In general, gender-neutral brands are inclusive and try to meet the needs of people with different identities and tastes. Rather than following conventional gender-based marketing methods, they prioritise design, functionality, and quality. Brands that choose to be gender-neutral do so in the hopes of fostering an inclusive space where people of all identities can freely express themselves.

Other examples

Customers are no longer limited to buying clothes and accessories based on their biological gender at ASOS, an online fashion retailer that caters to both sexes. By stocking gender-neutral clothing, ASOS encourages diversity and inclusion by allowing customers to express themselves freely.

The cosmetics line Fluide is inclusive of people of all genders, identities, and expressions, and it promotes diversity in the beauty industry. Catering to a varied clientele that cherishes diversity and individuality, their products are cruelty-free, vegan, and chemical-free.
Colour correctors and concealers by Jecca Blac, a gender-affirming cosmetics line, are formulated to treat a wide range of skin issues. All genders can enjoy their products, but they have taken special care to meet the demands of non-binary and transgender people.

At Phluid Project, you may find a wide variety of gender-neutral clothing, accessories, and cosmetics. This clothing line is on a mission to provide a welcoming environment where people of all gender expressions can feel comfortable being themselves.

All of these examples show how gender-neutral brands are shaking up fashion, beauty, and other industries by questioning established standards and advocating diversity and inclusion. By choosing a gender-neutral strategy, these brands are helping people to be themselves and rethink gender norms in society.