The genderless trend can be explained within an overall cultural change where the boundaries between femininity and masculinity begin to fade. It is clear that society is facing a huge change of mentality, we can say that we are in an era of plurality. We are all human beings who do not want labels. The new generations break gender norms.
This trend is already present in advertisements, and new applications based on this concept are already appearing in the food and beverage categories. Last year, a beer was launched based on the genderless concept. Music and especially fashion are the categories that have contributed the most to this trend.
As far as cosmetics are concerned, perfumery is the category where the genderless trend is the strongest with terms such as ‘genderless’, ‘gender-free’ or ‘genderfull’ being more and more common. It is interesting to see how the trend is beginning to be reflected in other categories such as skin care, personal care and makeup. According to forecasts from trend agencies, genderless beauty is expected to gain market shares.
What role for neuroscience-based innovation in this context? A new methodology has been developed. Based on eye-tracking, it makes it possible to evaluate the preference for a product by using the agreement / discordance technique . This methodology was applied to select the olfactory note of a perfume a close as possible to the genderless concept. For this study, a panel of 62 volunteers was assembled, including heterosexual, gay, lesbian and transgender women and men. To develop the calibration, an androgenic model was recruited and after a make-up and hairstyle session, 6 photographs of the model were taken in a non-gendered, male and female style. From these images, a methodology of agreement and coherence has been elaborated for the perfume evaluation.
Thanks to electroencephalography and neurosciences it was thus possible to translate the selected genderless fragrance into a dance. The creation was entrusted to Jaime Rincón, a famous Colombian dancer, finalist of the contest “Dance with the stars” in Colombia.