Gender neutrality leaves positive imprint on health and beauty sector

Speaking with, health and beauty specialist H&A has now revealed a growth in sales and demand from a male audience for gender neutral products in a sector stereotypically led by girls.
Publish date:
Social count:
0 0HA.png

Efforts to encourage girls into what has typically been designated as the boys’ market have been well documented in recent months.

In the toy industry, gender neutrality has been a focal point of female empowerment, encouraging girls into areas such as STEM learning, while movements such as Pink Stinks have grown in order to dispel gender-specific marketing.

Yet until now, little has been documented about other side of that coin and the impact of gender neutrality for the other 50 per cent of the kids’ market.

Speaking with, health and beauty specialist H&A has now revealed a growth in sales and demand from a male audience for gender neutral products in a sector stereotypically led by girls.

“We are experiencing a refreshing receptiveness among parents to purchase product formats which have been considered more feminine in the past,” Holly Humphreys, licensing manager at H&A tells

“Our Spider-Man hairbrush, part of our Spider-Man bathing range, is a great example of this. It’s received a huge amount of positive feedback from consumers, despite a product of this kind rarely being marketed to boys.”

The firm launched the Spider-Man gifting range earlier this year, coinciding with the release of the blockbuster Spider-Man movie. The range, a line that includes the Web Head Hair Set and Spidey Bath Bubbles – has already rolled out across Asda, Boots, Wilko and Sainsbury’s.

The popularity is indicative of a shift in trends among children as more and more, the boys’ and girls’ markets grow closer together. The shift is as equally apparent in the upcoming NASA product line launch, scheduled for later this year.

“We are delighted to be launching a range of NASA products to accompany the growing trend for Space at the moment,” continued Humphreys. “This brand not only appeals to the boys’ market but it is also expected to be a he hit among girls.

“We monitor consumer trends closely to inspire our new product development. Kids’ imaginations can be sparked by all sorts of things, and sometimes we will come across a brand we have never seen before and we just know will grab attention – whether because of a cute or cool character, amazing use of colour or any number of factors.”


0 H and A.jpg

How is H&A redefining the luxury bathing aisle?

Licensed brands are storming the beauty and bathing goods sector, with H&A enjoying new launches with the likes of Spider-Man and Krispy Kreme. Here, Holly Orton, the firm’s licensing and marketing manager, discusses the growth of the business and its plans to target the female demographic.

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.