Condiment-inspired fashion and beauty are becoming increasingly popular
Trend - Condiment brands—from hot sauces to ranch dressings—are launching specialized products in the fashion and beauty category, attracting contemporary consumers through novelty releases and collaborations.
Insight - Millennials and Gen Z consumers are placing an emphasis on products that pique their curiosity not only because they find novelty products entertaining, but also because they derive aesthetic value from them. Since these demographics spend a lot of their time curating their appearance on social media and other digital platforms, they look for items that will allow them to be compelling, while also offering them the ability to express themselves.
Insight - Millennials and Gen Z consumers are placing an emphasis on products that pique their curiosity not only because they find novelty products entertaining, but also because they derive aesthetic value from them. Since these demographics spend a lot of their time curating their appearance on social media and other digital platforms, they look for items that will allow them to be compelling, while also offering them the ability to express themselves.
Workshop Question - Conceptualize a collaboration with an unlikely brand partner.
Trend Themes
1. Novelty Fashion and Beauty Collabs - Condiment brands are launching specialized products in the fashion and beauty category, attracting consumers through novelty releases and collaborations.
2. Edible-inspired Merchandise - Brands are tapping into consumer desire for edible-inspired merchandise that allows them to wear their favorite foods on their sleeves.
3. Social Media-curated Novelty Products - Millennials and Gen Z are curating their social media appearance and looking for products that will allow them to be compelling, while also offering them the ability to express themselves.
Industry Implications
1. Food and Beverage - F&B companies can explore possibilities for novel partnerships with fashion and beauty brands to extend their presence in unrelated sectors.
2. Retail and E-commerce - Retail and e-commerce businesses can tap into the demand for edible-inspired merchandise to provide new, colorful products across various consumer needs.
3. Social Media Marketing - Social media platforms and agencies can help businesses build their digital presence by creating unique content or partnering on viral social media campaigns.
