Thick Eyebrow Trend-Strong Women-

Sawako Tanaka

What is thick eyebrow?

• Since 2012, some women have had thick, masculine and bushy eyebrow. Today we can see masculine eyebrow in the runway like Chanel and Stella McCartney. Also there are some celebrities who have big eyebrow, like Lily Collins, Cara Delevingne and Miley Cyrus.

Demographics/Psychographics/Geographics

• The most of women who have thick eyebrow are 22-29 years old. They have jobs and not married. They work busy and earn money as same as men. They are thought as middle-class earning money less than $100.000 a year. They want to be independent. Not only their jobs but also they like pubbing and clubbing. They love to express their personality through fashion.

• They live in urban cities all over the world. Their life are busy but they are enjoying them a lot.

Cultural Indicators

• As sociological influence, there is the increasing equality of the sex. Also this trend can be thought as a reaction against the industry which worth women’s “femininity”.

• As psychological influence, the relation of eyebrow and the emotion is strong; this shape of eyebrow has impression of confident, tough, independent and sexy. So they want to be women like that.

Cultural Indicators

• As technological influence, the number of the cosmetics to make up eyebrows are increasing. In addition to the pencil and the powder, these days there is the mascara for the eyebrow to make bushy brow.

Thick eyebrows vs Thin eyebrows

• Thick eyebrowso Masculineo Strongo Sexyo Do not need to take careo Revival of 80s

• Thin eyebrowso Feminineo Gentleo Cuteo Need to take careo Revival by 40s

Key items are high-waisted pants, leather jacket, brand bag, tight skirt, mini skirt, sheer item, high heel like booties and red lipsticks.

Theme is a strong women. Style is sexy, body conscious. It is simple but edge. Color is black base and they also prefer gold and burgundy. Black is the color of elegance, confidence and strong will. Gold means wealth, success and status. Red (burgundy) means sexuality and passion. They like leather, silk, sheer and velvet textile because they look luxury, strong and sexy.

Retailers for this group

• The retailer shops for this group are TOPSHOP, ZARA and American Apparel.

• For E-Commerance, there are ASOS and MISSGUIDED.

Fashion Movement Theory

• This thick eyebrow is thought as Trickle Down theory. In 2012, it was started by runway. Chanel made up the model’s eyebrow thick, parallel, and shiny by using lot of bijous. Since then, many celebrities changed their eyebrow’s shapes gradually. Cosmetic company promoted “Thick eyebrow will be trend” and started selling more cosmetics for eyebrows. Now, thick eyebrow is very popular among women and has introduced in their make up.

Summarize Analysis

• The thick eyebrow’s trend broke in 2012; the innovator was Chanel. Gradually it was expanded to the general public by celebrities and cosmetic companies and fashion magazines. Now the women who want to have confidence and independent love the thick eyebrow. It makes their impression tough and sexy. Also it implies the equality of sexes and against the industry which value women’s “femininity”.

Reference• http://theorris.com/2012/03/13/big-brows/• http://www.dnaindia.com/lifestyle/report-the-brow-code-bushy-eyebrows-are-back-1845642• http://www.swide.com/beauty/beauty-trends/beauty-trend-summer-2013-eye-brow-shape/2013/

04/12• http://www.huffingtonpost.com/2012/09/17/low-eyebrows-trends-masculine-study_n_1924155.h

tml• http://web.mit.edu/bcs/sinha/papers/sinha_eyebrows.pdf• http://www.pinterest.com/• http://philandfem.blogspot.com/2010/04/frida-kahlo-feminist-artist.html• http://www.theguardian.com/film/2004/mar/07/highereducation.gender• http://www.style.com/beauty/beautycounter/tag/rms-beauty/• http://www.empower-yourself-with-color-psychology.com/• http://www.easybrows.com/2011/06/05/brows-through-the-decades/• http://staybasic.blogspot.com/2011/05/ch8-segmenting-and-targeting-markets.html• http://www.elegman.com/en/view_files.php?fileid=667&language=en• http://collegeessays.blogspot.com/2007/04/zara-unique-business-model.html• http://smudgeandstipple.blogspot.com/2012/05/my-take-on-korean-eyebrows.html• https://twitter.com/americanapparel• http://wear.jp/topshop03/