Watered-down luxury: how brands are trading quality for instagram appeal
A single bottle of Loonen water – touted as ‘influencer water’ – recently commanded a premium price at One World Trade Center, sparking curiosity among editors who admit they simply ‘looked good’ and ordered it.
The rise of ‘iykyk’ consumer goods
The trend is clear: brands are prioritizing aesthetics and social media buzz over substance, leveraging good-looking packaging and aspirational marketing to capture consumer attention. This ‘Erewhon-ification’ of everyday products – think premium water, herbal tea, and protein powders – is fueled by a desire to tap into a growing appetite for ‘treat culture’ and the status associated with luxury, even if the price point remains surprisingly accessible.
From coachella to cannes: cultivating desire through visibility
From celebrity sightings at Coachella to paparazzi shots in Cannes, brands are strategically embedding themselves into the cultural conversation. David Protein founder Peter Rahal witnessed a surge in social media followers and media coverage after Bella Hadid was photographed enjoying his then-unreleased dessert, selling out within minutes. This demonstrates the power of strategic placement and leveraging influencer marketing – a tactic increasingly adopted across the industry.
Fashion’s influence on the shelf
Luxury fashion and beauty brands are proving to be potent blueprints for CPGs. Colony, which designed Loonen’s branding, has worked with brands like Doên, mirroring the sophisticated visual language that attracts a discerning clientele. The key is not just a good product, but a cohesive brand world – one that speaks to a lifestyle, not just functional benefits.
Beyond the pretty packaging
While aesthetics are paramount, brands like Doctor Stolberg’s are emphasizing the ‘wellness’ angle, positioning their products as part of a desired routine and outcome. Natazia zu Stolberg notes that consumers are increasingly treating wellness products like luxury accessories, showcasing them on counters and sharing them with friends. The success of the bright yellow tea box – instantly recognizable and signaling ‘good taste’ – exemplifies this trend.
The algorithm’s role: tiktok and the ‘grwm’ effect
Community receipt-sharing app Selleb has identified a significant trickle-down effect from TikTok trends like ‘what I eat in a day’ (GRWM and WIEIAD) influencing CPG purchases. The ease with which these products can be integrated into daily content – and subsequently showcased on feeds – is a critical driver of their success. Brands are increasingly recognizing the importance of a visually compelling narrative.
A shift back to simplicity
Despite the emphasis on optimization and tracking wellness, there’s a growing desire for simpler routines. Loonen’s CEO, Clara Sieg, believes the brand’s timing – coinciding with increased consumer awareness of water contamination – has been beneficial. She advocates for focusing on ‘good food, drinking clean water, moving your body, and living a happier life,’ rather than complex wellness regimens.
The future of premium: heritage and storytelling
Ultimately, these brands are aiming to build a heritage, not just sell a product. David Protein’s Rahal emphasizes the importance of aligning branding with established luxury brands, using storytelling and aspirational imagery to create a cohesive brand world. The goal isn’t simply to be ‘cool,’ but to embody a lifestyle and a desirable outcome – a shift that’s reshaping the consumer packaged goods landscape.