Thursday, 18 December 2014

Gender Neutral Toiletry/Cosmetic Design Research

As I am going to be producing a range of gender neutral toiletries I thought it would be helpful to look at some other examples of gender neutral design. 

I am in particular interested in how engaging these brands and designs are without the application of male or female stereotypes. 


This skin care range has a simple logo and uses a minimal colour scheme but the shape of the bottles and the clever use of negative space to show the numbers as the order of use of the products makes a visually interesting range.

This also shows that brands do not need to plaster their logo over everything to be noticed, there is a clear identity here created through the different elements from the shape to the colours.


I love this range of skin care for both men and women as it is simple and very modern looking with the clean lines and block colours, but does not come across as overly masculine. There is a real balance of masculine and feminine associations which work together to create this neutral looking brand.

There is an additional element to this brand as they offer a custom made razor service for both men and women, they simply pick what they like and what they want from the razor.
Here are the screen shots from the website.

The shape of the handle is up to the consumer. Giving the consumer freedom and removing the gender stereotypes that often accompany razor brands. 

The consumer is also able to select the colours of the razor again allowing the consumer to make their own decisions rather than being told they must have the pink one as they are a woman. 

The two blade options are explained to allow the consumer to select the most appropriate for their use for it. Again gender doesn't play a part here it is simply a consumer decision based on their own personal needs, regardless of gender. 

It asks the consumer to select a purpose for their razor to assist their decisions. 

I love this idea as it completely takes away the gender influence of razors which is unnecessary, it is a blade designed to cut hair and therefore does not need to be gender specific and definitely doesn't need the often associated stereotypes. 


This is an anti-bacterial range of soap products, designed to be gender neutral. The name and use of stainless steel could be argued to be more masculine, however this aspect of strength is significant to the anti-bacterial/fighting off germs concept.  


Gleem is a brand of toothpaste's that are 'targeted to either male or females'. However, I feel that toothpaste is already a neutrally branded object and in fact these make more reference to specific genders. The bottle and box on the left is the most neutral with the combination of colours and more simplistic pattern of zig-zags, as this has less connotation than the others. 


Body Sense is a range of gender neutral soaps, and these are all natural and organic. As I mentioned I am interested in brands being both gender neutral and engaging, and this is engaging as it has a clear concept that the brand is based on. The design clearly communicates the natural aspect with the use of colour and stock. 


This is a 'Gender Guidelines Book' that includes gender analysis of many cosmetic products. It's purpose is to assist people in producing gender neutral brands. This looks like an extensive book covering many different aspects but as you can see from some of the images it shows that script fonts and pink colours are heavily associated with women whilst 

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