# All-Day Beauty Drinks '24 O’clock' Promises to Care for One's Beauty Both Day and Night By Laura McQuarrie | Published 2017-07-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/24-oclock References: [packagingoftheworld](http://www.packagingoftheworld.com/2017/07/24-oclock-inner-beauty-concept.html) & [behance.net](https://www.behance.net/gallery/51658835/24-OCLOCK-Brand-Package-Design) '24 O’clock' is described as an "inner beauty brand" that offers two kinds of [functional beverages](https://www.trendhunter.com/trends/daily-functional-drinks), one to deliver an energy boost and another to induce relaxation at night. While it is outlined on the bottle that the [Orzo](https://www.trendhunter.com/trends/napolina-pasta) Coffee Daytime Energy Boost beverage is best consumed in the daytime between the hours of 9 AM and the early afternoon, the [Lemongrass](https://www.trendhunter.com/trends/natural-insect-repellents) Nighttime Sleep Tight is outlined as a drink for the hours of 10 PM onwards. While the coffee-flavored orzo drink is said to be rich in both amino acids and vitamins, lemongrass was selected for its ability to support healthy digestive system functions; both drinks can be consumed either hot or cold. The branding and packaging for these functional 24 O’clock beverages developed by the Kingsmen BX Lab. agency emphasizes time as a means of helping consumers to feel their best at every moment of the day. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 95% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Functional Beverages:** Disruptive innovation opportunities include creating new flavors and alternative delivery methods for functional beverages. - **Inner Beauty Brands:** Opportunities for disruptive innovation lie in developing unique products that focus on enhancing inner beauty. - **Time-based Products:** Disruptive innovation can be found by creating products that cater to specific times of the day, providing targeted benefits. ### Sectors Adopting This - **Food and Beverage:** There is potential for disruptive innovation in the food and beverage industry by creating functional beverages that address specific consumer needs. - **Beauty and Cosmetics:** Disruptive innovation in the beauty and cosmetics industry can be achieved by developing products that promote inner beauty and overall well-being. - **Packaging and Design:** Opportunities for disruptive innovation exist in the packaging and design industry to create visually appealing and time-focused product packaging. ## Related on Trend Hunter - [Beauty-Focused Coffee Brews](https://www.trendhunter.com/trends/bevzilla.md) - [Sleep Drink Rebrands](https://www.trendhunter.com/trends/sleepy-coffee-vanilla-latte.md) - [Morning Energy Drinks](https://www.trendhunter.com/trends/morning-energy-drink.md) - [Optimized Morning Beverages](https://www.trendhunter.com/trends/morning-beverages.md) - [Beauty-Enhancing Ampoule Drinks](https://www.trendhunter.com/trends/shiseidos-new-drink-format.md) - [French-Inspired Functional Drinks](https://www.trendhunter.com/trends/journee.md) - [Botanical Bedtime Lattes](https://www.trendhunter.com/trends/sleeptime-superlatte.md) - [Glow-Boosting Functional Beverages](https://www.trendhunter.com/trends/functional-elixirs.md) - [Energizing Skincare Refreshments](https://www.trendhunter.com/trends/skinergy.md)