Keep It Cute Sis: "Here's What We're Not Going to Do" Trends, Brand Trust and Cancel Culture

SSI dives right into What’s Hot and What’s Not! Very often trends become a part of her lifestyle. With new consumer preferences for styling this means that some trends are on the chopping block while others continue to increase or get traction which leads to opportunities for innovation for brands.

In addition to What’s Hot and What’s not within trends and products on the shelves, “Cancel Culture” continues to grow with instantaneous platforms like social media, podcasts, etc. being easily accessible. Does cancel culture really effect sales in the MCHC channel? Are there areas of opportunity within the noise?

Wash & Go leads as the top trending style right now, with agreement over all age demographics. Braids and lace-front wigs are also highly popular. Relaxer is considered the most out of trend, but appears to be having somewhat of a resurgence among Gen-Z.

Among make-up trends, heavy contouring appears to be on the way out. This is especially true among Gen-Z where 81% see the trend fading. Baking also loses popularity among Gen-Z with over two-thirds seeing this fading.

Awareness of the terminology of “canceled” sits at 1-in-5, but varies significantly by age group. Awareness among Gen-Z sits at 43%.

Ingredients and product claims are integral to this, with well over half of AA women stating that misleading claims or harmful ingredients would be the top reason they would no longer use a brand.

Just 20% state they would continue to use a brand if it faced negative coverage – though in practice this number may be much lower as just 15% mention having discontinued use of a certain brand/product.