Watered down luxe: how brands are trading on ‘it’ factor, not just ingredients
A bottle of Loonen water, splashed across a Vogue cafeteria and splashed across social media, has become the unexpected symbol of a new consumer obsession: the ‘IYKYK’ luxury of curated experiences, not just pristine products.
The erewhon effect is here – and it’s expensive
It started with a simple order at Vogue: ‘Just because it looked good.’ That’s the core of the trend – a shift where brands aren’t just selling ingredients or functionality, but an aspirational lifestyle, meticulously crafted and aggressively marketed. Think Rhode’s glossy campaigns, Poppi’s Coachella moments, and David Protein’s strategically-placed paparazzi shots. It’s a masterful merging of fashion, beauty, and wellness, designed to be instantly desirable—and, crucially, instantly shareable.
From ingredients to instagrammable moments
The rise of brands like Loonen, Doctor Stolberg’s herbal tea, Rocky’s Matcha, and Ballerina Farm’s protein products isn’t about superior formulations alone. It’s about establishing a ‘cool’ status, a product so frequently spotted on influencers’ grids that it’s practically a must-have. The price point remains surprisingly accessible – a far cry from the truly ‘luxury’ brands – but the perception is what matters. As Seyi Oduwole at The Future Laboratory observes, this is a direct response to the current cost of living crisis, fueling a ‘treat culture’ where consuming these products becomes a statement.
Influencer marketing & the performance play
The key? Strategic integration, particularly through influencer gifting. Bella Hadid’s documented enjoyment of David Protein’s frozen dessert in Cannes ignited a social media firestorm, driving a 28-minute sell-out. It’s not just about the product; it’s about the carefully constructed narrative around it – the lifestyle, the aspirational image, the ‘inside’ knowledge.
Beyond the product: brand worlds & heritage
Brands are increasingly investing in cohesive brand worlds, mirroring the tactics of established fashion and beauty houses. Colony, for example, helped Loonen craft its instantly recognizable blue and yellow packaging – a deliberate move to signal ‘good taste’ and tap into this aspirational desire. The goal isn't just to sell water; it's to build a brand heritage, a story that resonates with consumers on a deeper level. As Loonen CEO Clara Sieg notes, “We want to build a heritage American brand that stands for quality and making you feel good.”
The formula for success: a winning combination
Ultimately, the success of these brands hinges on a sophisticated interplay of aesthetics, wellness credentials, and strategic marketing. It’s a win-win: fashion and beauty brands gain access to a new market, while CPG companies capitalize on the growing demand for ‘treat culture’ and the desire to project a desirable lifestyle. Forget the 20-step skincare routine; a single bottle of water – and the accompanying Instagram post – has become the new symbol of effortless wellness.