News 09.04.2021

Need to Know

Care/of expands its vitamin range beyond DTC retail, Lululemon’s performance-boosting yoga mat and sonic branding lands well with young people.

Care/of teams up with Target to boost vitamin access

Care/of, New York
Care/of, New York
Care/of, New York

New York – Wellness brand Care/of is teaming up with US retailer Target on a multivitamin range, allowing its products to reach new consumer groups.

The move marks Care/of’s first foray into the mass retail market, and marks its evolution from a direct-to-consumer (DTC) model. Available in Target stores and on its website, the new range includes multivitamins for women, men and prenatal care, as well as vitamin blends for sleep, immunity, relaxation, energy and focus.

Through this partnership, Care/of is making its products more accessible to a wider range of demographics, while Target is expanding its existing health and wellness offering. ‘In the past, navigating the vitamin aisle could often be confusing or intimidating,’ says Craig Elbert, Care/of CEO and co-founder. ‘With the Care/of launch in Target, we've made it easier to find the vitamins that actually work for you.’

As we identify in Storefront Salvation, many successful digital-first brands are moving from Clicks to Bricks and recognising the benefits of traditional modes of retail.

Lululemon’s sensory yoga mat optimises alignment

Take Form Yoga Mat by Lululemon, US Take Form Yoga Mat by Lululemon, US
Take Form Yoga Mat by Lululemon, US Take Form Yoga Mat by Lululemon, US

US – Activewear brand Lululemon is helping people to improve their yoga alignment with its sensory Take Form Yoga Mat.

The mat features 3D ripples that are strategically positioned to allow users to intuitively adapt their yoga form. Developed by the brand’s in-house accessories team, the product is a result of extensive research into the challenges faced by people practising yoga across varying levels of experience. Considering natural bodily alignment, spatial perception, focus and movement cues, the mat features circular zones to guide users into correct hand and feet positioning.

This design also reflects Lululemon’s Science of Feel philosophy – referring to how people feel when being active and shifting focus from the action itself. ‘The 3D zones support alignment without having to look down, as you can feel the texture of the mat under your hands and feet. This allows space to focus on the breath and truly feel into your practice,' explains Maude Hirst, a Lululemon ambassador.

While we’ve previously identified how Protective Performance Apparel can safeguard people during sports, this product shows how intuitive design can improve the wider fitness accessories market.

A taste-hacking tool to capture flavour preferences

US – Flavour and fragrance manufacturer Givaudan is partnering with market intelligence firm Bellomy to create a tool that better understands consumer taste preferences.

Dubbed FlavorFinders, the tool aims to evolve the way that flavours are developed by drawing on consumer data around eating and drinking habits. Bringing together a decade of research into flavour profiles, the segmentation tool ultimately supports product developers in targeting flavours that will land successfully with customers.

Through a flavour adoption curve, the system identifies four distinct consumer groups: hesitators, followers, investigators and trailblazers. In this way, FlavorFinders is allowing manufacturers to introduce products to customers at the appropriate stage of their flavour adoption.

‘Finding a way to more effectively connect a brand’s consumers with their flavour preferences is a goal for many in the food and beverage industry because doing so improves product success,’ says Eric Spenske, vice-president of marketing North America at Givaudan Taste & Wellbeing.

FlavorFinders provides an example of how brands can use customer data in new ways, developing products accordingly. In a similar vein, we've explored how AI is tracking fast-moving food trends.

FlavorFinders by Givaudan in partnership with Bellomy, US

Stat: Audio branding captures young people’s attention

Quilt Quilt

Brands with a sonic identity get noticed by young people, finds a study from audio branding agency DLMDD and YouGov.

The findings show that one in three adults in Britain under the age of 35 (33%) feel more favourable towards brands with a sonic identity – for example, a jingle, sound or song associated with that brand – than those without. This preference also translates to product sales, with some 18% of consumers under 35 saying they are more inclined to buy a product from a brand that has a sonic identity than one without.

The report finds fast food chain McDonald’s has the most recognisable sonic identity, with some 44% of British adults associating the brand with its ‘I’m loving it,’ audio stamp. Netflix, Intel and Apple are other brands known for their sonic identities. Yet one in three adults (32%) are unable to identify any brands sonically, indicating an opportunity for companies to develop engaging audio IDs or sound branding.

While some consumers are still getting used to sonic branding, as we move towards a screenless future, brands will use Sonic Identities as a way to be heard and stand out from the crowd.

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