Naturality

Implications - Once specific to cosmetic items like moisturizers and serums, potent skincare ingredients that actually deliver benefits to the skin are now coming in spray form. Where once skincare sprays were simply used to refresh, they are now used to deliver the moisturizers, collagen-builders and antioxidants that can be found in less convenient forms of skincare, catering to consumers who appreciate their wellness-related rituals being both simple and effective.

Homework Question - Consider a new platform through which your brand could offer its product/service. [More]

Implications - Products that include the cannabis compound CBD are now being packaged and marketed in forms similar to those of the contemporary vitamin and supplement industry. This shift in representation is allowed as more consumers perceive cannabis consumption as medically beneficial, and its familiar and health-oriented branding is able to enhance trust in its efficacy and quality.

Homework Question - Which adjacent industry or business could your brand look to for inspiration on branding and/or marketing? [More]

Implications - With there being plenty of edible and skin-applicable charcoal-infused items, there is now a rise in which inedible or applicable products are infused with activated charcoal. Whether in the form of bacteria-preventing towels or in the bristles of makeup brushes, such items offer the perception of enhanced value to wellness-minded consumers who have become familiar with the charcoal craze.

Homework Question - Consider a popular trend in an adjacent industry. How could your brand adapt and adopt it? [More]

Implications - Brands within the sleep industry are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing "wellness" industry. With campaigns that cater to busy professionals and offer relaxation-focused escapist experiences, this shift in tactics allows for the sleep industry to remain relevant to the contemporary values and branding that draw in modern consumers.

Homework Question - How could your business better rebrand to suit the expectations of the modern consumer? [More]

Implications - Shea butter has long been a staple in skincare and haircare products, and it's now being incorporated as a base in the cosmetics world. This shift comes as consumers increasingly seek and expect multiple benefits from the products they purchase – in this case being able to both enhance consumers' beauty and the health of their skin.

Homework Question - Consider an additional added benefit that your brand could add to one of its products/services. [More]

Implications - The process of fasting, whether done for religious purposes or as a "biohacking" tool, is now aided with specialty kits, apps, and food items that aim to ensure consumers' health while taking part in this ritual. These products cater to a highly specific consumer need and as a result, appeal to consumers for their personalized nature.

Homework Question - How could your brand personalize a product/service to cater to various consumer rituals? [More]

Implications - Brands looking to make a point but still be productive in their goal of spreading awareness for eco consumption are using visceral tactics in the design or sensorial-related aspects of their products, in order to both promote conscious consumption, and sell their product or service. Such tactics have a greater impact on consumers and are able to cut through the plethora of "eco-friendly" products, services and marketing jargon.

Homework Question - How could your brand promote ecological change in a way that better impacts or resonates with consumers? [More]

Implications - Brands in the cosmetic industry are now prioritizing a specific but common ritual – post-workout care. By offering shower and skincare products that purport benefits like muscle relaxation or electrolyte replenishment, these brands are able to enhance the personalized nature of their products, while still appealing to a broad range of consumers.

Homework Question - Consider an added element to your product/service that would enhance the perception of it being personalized. [More]

Implications - The vegan industry is now focusing its efforts on portion-control, which it previously left untouched due to the inherently healthy associations that vegan food products already had from the average consumer's perspective. The shift to single-serve, no-prep products allows for vegan brands to market their products as both health and convenience-minded, as veganism was once perceived as being more time-consuming for consumers for all its preparations and restrictions.

Homework Question - How could your brand re-market its product to prioritize accessibility and convenience? [More]

Implications - The fusion of seltzer water and real juice is on the rise, with brands now recognizing that artificially flavoring their seltzers limits the range of potential customers that would purchase them. By using real juice, these brands are able to tout these products as healthier and appeal to pickier nutrition-focused consumers.

Homework Question - What element could your brand add to broaden the range of consumers your product/service appeals to? [More]