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Trend Q&A: New masculinity in LATAM and more

LATAM male habits, sustainable colour, fitness & wellness. Polaroid-style image of hand in coloured paint
WGSN Original Image, Alexander Grey/Unsplash
Mar 09, 2022 By WGSN Insider

The role of data in sustainable colour, the future of home fitness and men’s fashion and beauty habits. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to London and New York. Hear from the friendly faces of our Coloro, Insight and New Business teams.

Watch the full episode below or read on for highlights of this episode:

Q: How can I use data to make my colour palettes more sustainable?
“Colour is a universal language and the most powerful tool in design because it sits across all industries and has the greatest impact on our purchase decisions. At Coloro, we’re using feasibility data to tell people whether a colour is actually achievable across a variety of substrates before going into production. So there’s no more back and forth with lab dipping and no more wasting time and precious resources.”
– Isabelle Coates, Marketing Lead, Coloro
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Q: What’s next in the fitness and wellness space?
“Fitness often tells us to make our bodies better, faster, stronger. But consumers today are worried less about getting in perfect shape and more about just getting off the couch. That’s why we’re interested in the movement market, a more approachable and accessible form of exercise for consumers we don’t usually see in the fitness space. Movers aren’t training to be athletes or working towards a personal record, but are looking for brands that can offer them inclusive, enjoyable and everyday activity.”
– Brielle Saggese, Strategist, WGSN Insight
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Q: How has the stereotypical man changed his fashion and beauty habits in Latin America?
“We have seen a positive change in masculinity in Latin America. Due to the pandemic, men have had space to play with their identities, being less rigid and moving away from pre-established roles, giving themselves more opportunity to experiment in personal care. This includes dyeing their hair, moisturising hands, using nail polish, embracing beard care and experimenting with their skincare routines.”
– Christian Acquista, New Business Development Manager, WGSN
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