Dropps' new ‘Active Wash’ formulations include odor control technology that helps reduce and prevent bacterial smells. The product contains five enzymes that remove sweat, body oil, and smells away from tight-knit performance textiles. Additionally, the product's formula concentrates on keeping the technical characteristics and elasticity of activewear to preserve shape and flexibility.
The new formulation has "been incremental to the core business," according to Happi's Founder and CEO, Jonathan Propper. The company previously went viral for its ‘Naked Truth’ advertisement, which saw its CEO naked in a bathtub to promote the products. Despite the viral video's success, Dropps assures consumers that "[o]ur products really work. It is about efficacy. You can fool someone once. You can’t do it twice. If you don’t get the repeat order, you won’t create a sustainable business model."
Stain-Removing Activewear Detergent
Dropps' 'Active Wash' Detergent Deep Cleans Your Activewear
Trend Themes
1. Odor-controlled Detergents - Manufacturers of odor-controlled detergents are able to disrupt the market by catering to consumers who are looking for effective solutions to bacterial smells.
2. Enzymatic Stain Removal - Products that use enzymatic stain removal technology are poised to disrupt the laundry industry by offering an effective solution to removing sweat, body oil, and smells from performance textiles.
3. Performance Textile Preservation - Companies that concentrate on preserving the technical characteristics and elasticity of activewear are positioning themselves as disruptors in the activewear laundry market.
Industry Implications
1. Laundry Detergent - Laundry detergent manufacturers can disrupt the market by offering products that focus on odor control and enzymatic stain removal technology.
2. Activewear - Innovative companies that specialize in activewear care can disrupt the market by offering specialized products that help preserve the technical characteristics and elasticity of performance textiles.
3. E-commerce - E-commerce retailers that offer odor-controlled, enzymatic stain removing detergents can disrupt the traditional laundry industry by offering a convenient and effective alternative to traditional laundry products.