In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Through its ‘Big Groomed Energy’ campaign, Manscaped – whose products focus on the pubic region – emphasizes how regular grooming can foster a sense of confidence. By drawing attention to the role of daily routines in self-care, the campaign may encourage men view beauty through a mindful lens.

With the outside world becoming less predictable, Americans are seeking stability within themselves by focusing on self-care. But as this social phenomenon spills into multiple health and beauty categories, how can beauty brands deliver meaningful propositions around personal wellbeing?

The pandemic introduced a new world of possibilities in terms of wellbeing, as people had more time to explore online retail in the self-care industry. With perfume marketing evolving from selling sex to promoting wellness, how can brands cater to consumers’ desire for feel-good fragrances?

With women overworked, overburdened, and under-paid, they're feeling frustrated, angry, and left without an outlet. #momscream events – where women meet and scream – are giving them a safe space to release their anger, spotlighting opportunities for brands to cultivate spaces for emotional release.