August Relies on Playful and Wholesome Branding
References: fastcompany & itsaugust.co
Wholesome branding strategies are a go-to for many businesses nowadays who are looking to forge closer relationships with their consumer bases and advocate on issues their users really care for. Gen Z-founded ventures, in particular, use a wholesome branding strategy that combines aesthetic prowess with promises of community and sustainability. August, founded by Nadya Okamoto, is a period brand that aims to "make periods look glam and fun "with photo shoots that critique the patriarchy."
August also empowers its consumer base through educational programming—for example, the brand has established a free medically verified period health Q&A database called Ask August. On the charity front, August supports the efforts of "the nation's first-ever menstrual hub" No More Secrets, Mind Body Spirit Inc.
Image Credit: August
August also empowers its consumer base through educational programming—for example, the brand has established a free medically verified period health Q&A database called Ask August. On the charity front, August supports the efforts of "the nation's first-ever menstrual hub" No More Secrets, Mind Body Spirit Inc.
Image Credit: August
Trend Themes
1. Wholesome Branding - Using wholesome branding strategies to advocate on issues that consumer bases care about can help businesses forge closer relationships with their users.
2. Gen Z-focused Branding - Gen Z-founded ventures can use a wholesome branding strategy to appeal to their audience's aesthetic prowess, community-mindedness, and sustainability values.
3. Period Branding - Period brands like August can reduce the stigma associated with menstruation by using playful and empowering branding strategies that critique the patriarchy.
Industry Implications
1. Personal Care/cosmetics Industry - Personal care/cosmetics companies can use wholesome branding to forge closer relationships with consumers and advocate on issues they care about, such as sustainable packaging and ethical sourcing.
2. Healthcare Industry - The healthcare industry can use educational programming like Ask August to improve period health outcomes by providing medically verified information to consumers.
3. Nonprofit Industry - Nonprofits like No More Secrets, Mind Body Spirit Inc. can partner with period brands like August to reduce the stigma surrounding menstruation and provide access to menstrual products and education.
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