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.