Futures Feed

How can functional brands become desireable?

Desirable Undesirables

Aug 01, 2019

We are living in a world of honesty and transparency, but when it comes to undesirables - ‘awkward’ self-care topics surrounding mundane everyday lifestyle items - brands are not meeting the changing aspirations of consumer needs.

In this month’s Futures feed - Desirable Undesirables - we explore how brands can seize the opportunity to reimagine mundane everyday commodities and make empowering and positive change. We explore how personal care, sexual health and everyday lifestyle products need to move away from being functional, bland and risqué to become newly desirable objects and services we want in our lives. Notable newcomer brands in this space include brands such as Hims, a healthcare brand offering solutions for men’s hair loss and erectile dysfunction and HiBar, a range of salon-quality, solid shampoos and conditioners that skip the need for plastic packaging.

Desirable Undesirables explores four emerging themes of change, which are brought to life with key insights, best-in-class brand examples and opportunity areas for brands looking to capitalise on the emerging changes in this sector.

Four key themes of Change

1. Adapted Everyday

Elevating previously ‘no-fuss’, functional products to give consumers pleasure in everyday routines

2. Empowered Health

Humanising the experience of cold and clinical medical health care by creating a more personal, optimistic and approachable interaction

3. Intimate Essentials

Expanding intimate and personal wellness solutions for a greater selection for individuals and niche audiences

4. Sexual Liberty

Helping us become credibly sexually empowered and confident

What is the opportunity in this space?

- Creatively inject a new sense of the emotive, the indulgent and the premium into a previously bland and unloved everyday essentials category.

- Find ways to positively change the narrative and aesthetic to challenge taboos and normalise the human body and our specific individual needs.

- Open up the brand and consumer community and relationship with new non-binary and open-minded definitions of sexuality and pleasure.

If you would like to download the full report, hear more of our thinking on Desirable Undesirables or if you would like some tailored thought starters for you and your company, please get in touch below.

Image credits from top to bottom of the page: Hims mens' wellness and personal care; Necessaire personal care; Icon underwear.

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