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Sunday February 09, 2020 08:57

Is Your Razor a Girl or a Boy?

The jokes write themselves, but hardheaded consumer packaged goods marketers are concerned about young shoppers who are averse to buying gender-differentiated products and young families who want to simplify shopping lists by pruning "his" or "hers" versions. Bic has just expanded its "Made for You" line of razors by introducing unisex grooming products (face lotion, body lotion and shaving cream) and research supports the decision. More than two-thirds of consumers between 18 and 24 approve of such things. Nearly half of them have used genderless beauty products and the rest would be interested in trying them. Meanwhile, fewer adult consumers in general admit that their purchases of hair- or skin-care products are positively influenced by gendered positioning.

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