Life’s major milestones reshape how we shop. When consumers welcome a baby or purchase their first home, their needs evolve dramatically, from the products they buy to how they make decisions. Amazon Ads helps brands build meaningful connections with consumers during these pivotal moments, creating lasting relationships that endure beyond the milestones themselves. These milestone moments completely transform the way people shop. Instead of reaching for familiar products, new parents dive deep into research about baby-safe options, while first-time homeowners seek out items that will enhance their dream space. The numbers back this up: a partnership between Amazon Ads and market research firm Alter Agents found that 68% of consumers say life events directly influence their spending habits, and 60% dedicate more time to product research during these transitions.
From the minute a family knows a baby is on the way, it’s go time. Amazon Ads reports that nearly half of consumers are more likely to compare brands during significant life events, especially expectant parents who are 53% more likely to prioritize physical health and 48% more likely to prioritize family time. This shift in priorities, combined with a 28% likelihood to increase spending, leads consumers to reevaluate their brand choices. Life milestones often overlap, as many consumers navigate multiple transitions at once, creating prime opportunities for brands to reach new customers who are actively seeking guidance and making informed choices during their product journeys.
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Driven by the influence of social media, the growth of home solutions, and the rising demand for higher-end nail care products and healthier formulations, the nail market has become a dynamic innovation playground for brands and suppliers. According to Kantar Worldpanel, 15.8% of French people aged 15+ purchased at least one nail polish product over the past year, which translates to 8.3 million people spending an average of €12.6 annually on this market. Euromonitor estimates the global nail market to reach 5.6 billion euros in 2024, representing a 5.4% growth from 2023, driven particularly by the nail care category, making up 14% of the market's total value. Current beauty trends play a significant role in the advancements in this sector. There is a growing emphasis on skinclusivity, hyper-customization, and skinification, leading consumers to seek sensorial experiences while embracing Lazy Beauty, which focuses on simplicity and ease. As a result, this is driving demand for long-lasting manicures, particularly at-home UV gels, and premium products including nail care and removers.
While standard nail polish remains a staple, gel polish technology has gained popularity due to its long wear and professional appearance. This innovation involves different formulations and application methods, setting UV gels apart with their photosensitive polymers that harden under a UV or LED lamp. This technology has transitioned from being a professional-exclusive product to a DIY option with portable kits now available. However, challenges remain concerning the aggressive removal process and its long-term effects on nail health. Globally, nail care and UV gel manicures are thriving, particularly in the US where innovative technologies and effects are favored. Other markets like Brazil and Japan show different preferences, with Brazil prioritizing colors and effects alongside nail care products, while science remains a reference point in Japan for hybrid products.
Niche perfumes are on a roll. All around the world, consumers seeking uniqueness are discovering these fragrances and are willing to spend money on them, as demonstrated by the successful Esxence show in Milan. The 2025 annual event welcomed almost 400 brands and 13,000 visitors, a clear sign of passion for this market. According to Julien Sausset, CEO of Parfums de Marly, niche perfumes now represent 12 to 15% of the world’s perfume market, with an annual growth rate reaching almost 12%, compared to 2 to 5% in selective networks. Furthermore, high-end perfumes accounted for 70% of new launches in 2023, influencing today’s perfume landscape significantly, as noted by Renaud Salmon, Creative Director of Amouage.
The market is complex and stratified, with artisanal perfumes taking on various forms, including both established icons and new independent brands. François Hénin, founder of Jovoy, observes that the boundaries with the selective network are becoming increasingly blurry. While the niche market has become dense, Coralie Frébourg, the founder of Versatile Paris, cautions against prioritizing marketing visuals and storytelling over the olfactory value that defines niche perfumes. Authentic branding and innovation are crucial to standing the test of time, as the increasing ease of entry into the market due to tools like AI complicates the landscape for lasting success.
Emotional branding is redefining marketing strategies, particularly in the cleaning industry. Clorox’s recent campaign, 'Clean Feels Good', highlights how the brand is shifting perceptions of cleaning from a mundane chore to a fulfilling experience. Collaborating with Emotiv, a neurotechnology company, Clorox discovered surprising insights about how people derive enjoyment from cleaning activities. Surprisingly, the study revealed that many people felt more satisfaction from cleaning than engaging in traditionally pleasurable activities like petting a puppy. By emphasizing the emotional benefits of using their products, Clorox is not merely selling cleaning supplies; they are selling a happier mood and a sense of accomplishment during daily tasks.
The 'Clean Feels Good' initiative is more than just an advertisement; it’s a cultural movement that combines neuroscience with influencer marketing. By featuring relatable scenarios and genuine reactions in their promotions, Clorox creates an emotional connection with consumers. Influencers play a vital role as they demonstrate the joy found in cleaning, transforming corporate messaging into an engaging narrative. As the market for household cleaners continues to grow, Clorox's unique branding approach helps them stay ahead in a competitive landscape. The lessons from Clorox’s strategy—focusing on emotional connections and building brand loyalty—can be applied by businesses of all sizes to foster deeper customer relationships.
Emotional branding is redefining marketing strategies, particularly in the cleaning industry. Clorox’s recent campaign, 'Clean Feels Good', highlights how the brand is shifting perceptions of cleaning from a mundane chore to a fulfilling experience. Collaborating with Emotiv, a neurotechnology company, Clorox discovered surprising insights about how people derive enjoyment from cleaning activities. Surprisingly, the study revealed that many people felt more satisfaction from cleaning than engaging in traditionally pleasurable activities like petting a puppy. By emphasizing the emotional benefits of using their products, Clorox is not merely selling cleaning supplies; they are selling a happier mood and a sense of accomplishment during daily tasks.
The 'Clean Feels Good' initiative is more than just an advertisement; it’s a cultural movement that combines neuroscience with influencer marketing. By featuring relatable scenarios and genuine reactions in their promotions, Clorox creates an emotional connection with consumers. Influencers play a vital role as they demonstrate the joy found in cleaning, transforming corporate messaging into an engaging narrative. As the market for household cleaners continues to grow, Clorox's unique branding approach helps them stay ahead in a competitive landscape. The lessons from Clorox’s strategy—focusing on emotional connections and building brand loyalty—can be applied by businesses of all sizes to foster deeper customer relationships.
Axe has commissioned a study to determine which fragrances Generation Z in the United States associates with confidence and charisma—two essential traits in their pursuit of personal appeal. The study, which surveyed over 2,000 Americans aged 16 to 30, revealed that more than one in four participants believe that smelling good significantly enhances attractiveness. For younger consumers, scent has evolved from a mere finishing touch to a fundamental component of their identity and social presence.
Respondents identified five fragrance categories that they associate most with confidence and charisma: 1. Bold & Intense — Amber, oud, leather, and spice-based scents ranked highest. 2. Fresh & Clean — Citrus, mint, and aquatic blends are more favored by men and older Gen Z. 3. Sweet & Creamy — Vanilla and caramel scents are preferred by women. 4. Playful & Fruity — Scents like cherry and mango resonate with the 16 to 23 age group. 5. Skin-like & Subtle — Musk and soft woods are appreciated for their intimacy. The study highlights how scent acts as a signal of social confidence, with many respondents claiming it boosts their self-assurance in public settings.
The Chinese auto market maintained its growth momentum in April 2025, with consumer demand significantly bolstered by government incentives, a boom in electric vehicle (EV) adoption, and a notable shift toward upgrade and replacement purchases. According to the China Passenger Car Association (CPCA), retail sales of passenger vehicles reached 1.7 million units in April, indicating a year-on-year increase of 14.5%. This marks one of the highest growth rates for April in the past decade. Remarkably, new energy vehicles (NEVs) gained prominence, with NEV retail sales hitting 905,000 units, a 33.9% year-on-year increase, and EVs now account for over half of all passenger car sales, achieving a retail penetration rate of 51.5%. Government policies, including nationwide replacement programs and tax exemptions for NEVs, have been crucial in driving this growth.
Another significant shift is observed in consumer behavior, with first-time buyers comprising only around 31% of private car buyers. Nearly 70% of private purchasers have taken advantage of the national trade-in program, which has received 2.7 million applications. This initiative has not only aided emissions reduction but has stimulated demand for premium and technology-rich vehicles. Despite a competitive market, the intense price war seems to be easing, with fewer official price cuts noted compared to previous years, indicating a shift toward enhancing owner benefits and non-monetary incentives. The CPCA anticipates a positive outlook for the second quarter, bolstered by the May Day holiday and consumer confidence in EV infrastructure, while internal demand remains pivotal for sustainable long-term growth.