Over the past few years, the awareness of gender and its increasing non-correlation with the sexes has soared. Generation-Z has driven us towards the belief that gender is in fact a spectrum made up of behavioural, psychological and cultural traits. It is different from person to person and for some people it is different day to day.
Gender is no longer considered binary, in fact Facebook has over 70 gender options to pick from on their profile editor. To learn more about these definitions, visit www.stonewall.org.uk/helpadvice/glossary-terms.
This article will discuss gender nonconformity and gender fluidity, summarising the key influences on the shift and blurring of gender norms and the impact this has on the personal care industry. Traditional gender norms mean that men and women would shop on different aisles for personal care products. Men would predominantly purchase just a few functional items such as deodorant, shower gel and shaving products, whereas women tend to have a more complex beauty routine including colour cosmetics, moisturisers and hair colourants. However, over the past few years, we have seen a shift in purchasing habits.
Gender fluidity in society
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