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Innovation of the Day: Vaseline develops world's first clinically-proven skincare for and with transgender women

Key Findings:

  • Vaseline has developed the world's first clinically proven skincare product specifically for transgender women.

  • The Pro Derma Transition Body Lotion was created in collaboration with Thailand's transgender community to address skin challenges faced during and after transitioning.

  • The product addresses common side effects of hormone therapy, such as light sensitivity, dullness, irritation, uneven skin tone, and allergies.

  • It is available exclusively at Watsons stores and online in Thailand.

  • The lotion has been recognized in the Glass shortlist for Cannes Lions 2024.

  • Research shows that transitioning leads to skin changes and discomfort for a significant number of people.

Key Takeaway:

Vaseline's Pro Derma Transition Body Lotion is a groundbreaking product that addresses the unique skincare needs of transgender women, highlighting the importance of inclusivity in the beauty industry.

Trend:

The trend reflects a growing awareness and focus on inclusivity in the beauty and skincare industry, with brands developing products specifically tailored to the needs of diverse communities.

Conclusions:

  • Vaseline's initiative demonstrates a commitment to understanding and catering to the specific needs of underrepresented groups.

  • The collaboration with the transgender community highlights the importance of involving the target audience in product development.

  • The recognition at Cannes Lions 2024 underscores the positive impact of inclusive marketing and product development.

Implications for Brands:

  • Inclusivity: Brands should prioritize inclusivity in their product development and marketing efforts, ensuring that their products cater to diverse needs and preferences.

  • Collaboration: Brands should engage with communities they aim to serve to gain insights and create products that genuinely meet their needs.

  • Representation: Brands should strive for authentic representation in their marketing campaigns, featuring diverse individuals and stories.

  • Social Impact: Brands can differentiate themselves by addressing social issues and creating products that have a positive impact on communities.

  • Innovation: Brands should constantly seek innovative ways to cater to evolving consumer needs and preferences, especially those of underrepresented groups.

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