Clean deodorant and body care brand Curie’s Sniff Club got its start as a newsletter, which became a small membership that grew into a large membership. There are now almost 1,000 members in the Sniff Club who have first-come, first-served access to lab samples.
Curie recently launched Coconut Nectar and Juniper Eucalyptus scents and 30 Sniff Club members gave their input on the lab samples and participated in discussions with the brand via Zoom.
Brands are consistently rolling out new products, especially ones that are highly requested by their community. Wanting to foster stronger connections with their most loyal fans, brands are creating exclusive hubs where people can sign up to get first access to upcoming product launches—and in this case, samples straight from the lab. Whether or not these products make it to market, the exclusivity surrounding these launches adds an element of excitement and anticipation, making consumers eager to be among the first to try these cutting-edge offerings.
First-Access Fan Clubs
Curie's Sniff Club Shares Lab Samples with Members
Trend Themes
1. Exclusive First-access - Brands are creating exclusive hubs where people can sign up to get first access to upcoming product launches—and in this case, lab samples.
2. Community-driven Product Development - Brands are inviting their most loyal fans to give input on lab samples and participate in discussions, fostering stronger connections and loyalty.
3. Exclusivity as a Marketing Tool - The exclusivity surrounding these launches adds an element of excitement and anticipation, making consumers eager to be among the first to try cutting-edge offerings.
Industry Implications
1. Cosmetics and Personal Care - Clean deodorant and body care brand Curie's Sniff Club offers first-access lab samples to their members, creating exclusivity and anticipation.
2. Consumer Goods - Brands in the consumer goods industry are leveraging exclusive hubs and first-access memberships to build stronger connections with their most loyal fans.
3. Market Research - Including consumers in product development discussions and gathering their input on lab samples creates valuable market research opportunities for brands.