Aldi’s tattoo range is peak postmodernity

Supermarket Aldi and agency Taylor Herring have unveiled the UK's first ever 'Specialbuy' temporary tattoos.

The unique designs include air fryers, kayaks, hanging egg chairs and Kamado BBQs and have been created by the supermarket to celebrate some of its customer favourite items from the middle aisle.

Research commissioned by Aldi has revealed a generational shift in attitudes to tattoos, with younger generations rejecting the traditional view that tattoos must be permanent commitments. The study of 2,000 Brits found two-fifths (43%) Gen Z’ers believe tattoos are part of an "evolving canvas" that can be updated and refreshed over time, compared to just 14% of Baby Boomers who still see them as lifelong commitments.

The tattoo generational divide extends even further to tattoo regret. 72% of Brits aged 55 and over said they would be put off getting a tattoo in case they regret the decision. In stark contrast, a quarter (25%) of Gen Z aren't worried at all, claiming they can always get it covered or removed in the future.

In fact, 61% of Gen Z wouldn't think twice about getting a tattoo, with 30% saying they would happily get one tomorrow.

A remarkable 45% of Brits would even consider getting a tattoo related to a brand or product they genuinely love, as over half (57%) of Gen Z and Millennials admit they see tattoos as a fashion accessory rather than a permanent commitment.

Amongst those with tattoos, a third (36%) of inked Brits have wanted to remove old tattoos or looked for ways to hide or create new works from their current ones.

The biggest tattoo regrets include having an ex’s name tattooed (31%), tattooing something that no longer was cool or on trend (20%) and ending up with a tattoo that wasn’t what they pictured in their head (19%).

The Top 10 tattoo regrets amongst Brits

1. Having an ex's name tattooed (31%)
2. A tattoo of something no longer cool or on trend (20%)
3. Their tattoo wasn’t what they had pictured in their head (19%)
4. Getting a tattoo on an impulse (18%)
5. Having a misspelt tattoo (16%)
6. Having a mistranslated tattoo (11%)
7. No longer liking the artwork (11%)
8. Getting a tattoo on holiday (7%)
9. Getting a tattoo of a quote that they now don’t like (7%)
10. Having a tattoo of something from abroad and it now looks silly (6%)

The research comes as Aldi reveals its bizarre tattoo collection, celebrating the obsession customers have with the supermarket's ever-changing Specialbuy range, with products like the viral Pilates machine, which almost completely sold out across the nation in just 24 hours.

Our take

Some unexpectedly deep questions arise from this seemingly frivolous campaign. Is Gen Z’s preference for the temporary over the permanent a sign of fleeting commitments or an embrace of change and progression?

Is this generation’s love of practical, fun and budget-conscious consumer items a sign that capitalism has dissolved class barriers?

To the former question, I would say yes, with all the positive and negative baggage that goes along with it. To the second question… probably not if you’ve spent any time at a Marbella beach bar, where I can assure you bling and overt shows of wealth are still the norm.

That said, I do detect a newfound pride in flaunting one’s money-saving prowess. Indeed, we live in an era where a Greggs sausage roll was literally put in a museum display. 

Aldi’s temporary tattoos, similarly, are a signifier that postmodern culture is alive and well. There’s no contradiction in posing in front of a Moet bottle for "the ‘gram" one day, and taking a selfie in your Aldi egg chair - presumably with your egg chair tattoo on display - the next.