Bulldog is one male grooming player that is apparently keen to keep innovating to stay at the forefront of the evolving category.
Indeed, this year, the brand launched sustainable sugarcane packaging, a razor made from natural bamboo and the coveted Age Defence range which meets the needs of consumer demands for more targeted solutions.
The following are grooming trend predictions for the new year, coming from the brand’s founder Simon Duffy.
Diverse facial hair styles:
2017 was the year of the beard, 2018 saw a come back of the corporate clean shave but 2019 will celebrate all facial hair styles.
The Spring/Summer 2019 fashion shows all showcased models sporting an array of facial hair styles; Dolce & Gabbana celebrated the handlebar moustache, Giorgio Armani embraced the rugged short beard and most designers used clean shaven models.
This is an exciting time for grooming brands to promote products that help style every facial hair need.
Vegan beauty will continue to remain big news and this will boom around the world. Veganism is the fastest growing lifestyle movement in the UK, according to a recent BBC report.
With this, we will continue to see a more holistic ethical approach to beauty becoming more important to brands of all sizes.
In addition to vegan products, consumers are constantly searching for natural ingredients that have robust data to prove efficacy.
All Bulldog products are suitable for vegans and are also cruelty free.
The world of wellness and beauty are increasingly aligning. Natural human cycles such as the circadian rhythm and for women the menstrual cycle, give brands the opportunity to market products that benefit skin depending on rhythms.
Circadian rhythms are a 24hr cycle of physical changes which affect your skin. I suspect that brands will release more night creams and focus on UV protection for “day skin” based on this.
Bulldog’s Original 24hr Moisturiser launched earlier this year and is often used as a night cream as it provides the skin with essential hydration which is needed overnight.
We saw such positive responses from consumers and retailers after launching our Original Bamboo Razor.
We feel that sustainability will become an even bigger driver of consumer purchases in 2019.
Brands will start looking for eco-friendly alternatives for wet wipes and face masks. We will continue to see a growing backlash against conventional plastics in personal care.