cape town
English
Kauthar is a Research Analyst based in Cape Town, where she specialises in beauty and fashion research focusing on industry trends and consumer behaviour.
During her time at Euromonitor, Kauthar has researched and beauty and personal care, consumer health, apparel and footwear, personal accessories and eyewear. Prior to working at Euromonitor, she worked on strategic research projects on social media for different media companies.
Underpinned by rising wellness demand, menstrual care has witnessed a consumer shift towards holistic self-care in recent years, with products and services offering security and comfort across targeted use occasions gaining favour.
Today’s male beauty consumers are informed and sophisticated, bolstered by dynamic sociocultural influences that are transforming gendered beauty norms. Self-care narratives driven by a digital pulse in social media education are encouraging more men to invest in and expand their skincare routines. As younger generations lead the push to normalise skincare practices for men, companies will need to continue brand-building online to reach an increasingly digital male consumer.
After re-evaluating their priorities during the pandemic, consumers continue to invest in taking care of themselves; both their bodies and minds. This impacts the way they consume and the products they use, opening new opportunities for brands that innovate and release products and services promoting body positivity, sustainability and simplicity that create a feeling of comfort and enhance the mood.