Tea-based beverages tout their beauty-enhancing qualities
Implications - Though many herbal teas have long been known to have beauty-enhancing properties in addition to their various health benefits, brands are now beginning to explicitly tout those properties in tea-based beverages. Such items reveal the way in which the perception of specialization and targeted purpose is able to transform a traditional concept or in this case, product.
Workshop Question - Consider an alternate benefit that your brand could highlight in the marketing of one of its products/services.
Trend Themes
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Beauty-enhancing Beverages — Brands are explicitly highlighting the beauty-enhancing properties of tea-based beverages, resulting in a transformation of a traditional product, and disrupting the beverage and beauty industries.
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Functional Teas with Health and Beauty Benefits — Tea blends incorporating ingredients revered for their beautifying properties like goji berries, juniper berries, rosehip, and hibiscus, are designed to target specific health, wellness, and beauty benefits, fuelled by a rise in health consciousness; this trend is disrupting the functional beverage and beauty industries.
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Dual-use Beauty Teas — Brands are innovating beauty teas that combine drinkable and exterior use forms, such as tea rinses for hair growth; this trend is disrupting the personal care and beauty industries, as consumers become more discerning about the ingredients in their cosmetic products.
Industry Implications
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Beverage Industry — Brands are transforming traditional products like tea and creating functional teas to meet rising health and beauty trends resulting in a disruption of the beverage industry.
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Beauty Industry — Brands are explicitly highlighting the beauty-enhancing properties of tea-based beverages, launching product lines featuring functional teas with health and beauty benefits, and creating dual-use beauty teas resulting in a disruption of the beauty industry.
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Personal Care Industry — As consumers become more discerning about the kind of products they put on their skin, cosmetic and personal care brands are prioritizing the use of food-grade ingredients, leading to the innovation of dual-use beauty teas and disrupting the personal care industry.
