We’ve seen a new wave of subscription boxes emerge which are taking personalisation to a whole new level. Whilst beauty boxes have been widely customisable for a while now, and have become quite overdone, these new subscriptions are understanding our needs in a much more intimate and closely targeted way. It feels like a massive leap into a world where personalised subscription boxes are totally in sync with our minds and bodies, meaning that we are finally getting a truly personalised service. Here are 3 of our favourites:
Taking intimacy with its customers to the extreme, Ms Flow describe themselves as a ‘luxury period and wellbeing subscription service’. Customers are able to choose between light, regular and heavy flow packages and can even select their preferred sanitary towel or tampon brand. By ‘syncing up’ their delivery dates with recipients’ cycle, Ms Flow are able to offer a truly unique and personalised service.
The Book Drop
Targeting the improvement of our minds, The Book Drop allow its customers to select from different genres and then curates a collection of books based on their choices. By getting to know your mind over time, this service suggests a range of books to suit your mind and stretch your thinking. By allowing recipients to switch boxes from month to month, they enable a more personalised approach.
Understanding wine and becoming a true ‘oenophile’ can be a difficult process, Club W decrypt this by offering a tailored wine subscription service. Customers answer specific questions in order for Club W to truly understand their palate profile. Their app truly learns your palate to deliver a service that combines the expertise of their wine knowledge with their customers’ personal tastes.
Why this is interesting…
These subscription boxes feel much more in tune with the people they serve, and achieve a much more intelligent method of personalisation. Being able to totally understand their mind and body means a much more tailored service can be provided. As subscriptions continue to try and engage with more parts of peoples’ lives, we wonder what areas they will try and tackle next. We can imagine the likes of Hello Fresh combining with Fitbit to form HelloBit– a service which provides people with calorie counted meals based on their food intake and the amount of calories they have burnt that day.
Digital technology is increasingly being perceived as toxic, with the potential to corrupt the purity of our minds and souls. According to recent OFCOM research, 15m of us undertook a ‘digital detox’ last year, owing weight to a growing anti-digital movement. Recently we’ve seen a novel manifestation of this ‘digital detox’ movement: a romanticising of the time of Genesis. A time encapsulated by naïve innocence, raw foods, and tools without push notifications. Here are three of the favourite examples we’ve seen:
Eden on Channel 4
Directly referencing the Biblical utopia, Eden sees twenty young people stranded in a remote corner of Scotland. Tasked with building a society from scratch, Eden’s inhabitants all talk of wanting to forgo their high pressure jobs and always-connected lives in pursuit of a more primal existence. They build their shelters and grow (or kill) their food. Despite the physical hardship, the Adams and Eves constantly remind the audience about how the experience is distilling the human condition down to its purest form.
When London’s first nudist restaurant opened at the start of summer, it was tempting to damn it with faint praise as a Time Out enthusiast’s latest novelty haunt. Diners leave everything in lockers: servers wear tactically placed fig leaves. People are encouraged not to feel abashed: embarrassment is a modern day affliction. A feeling of liberation certainly follows the initial shock. Once modern clothes and gadgets are removed, we are reduced to a state no different from God’s garden.
London Foraging Courses
These courses have proved highly popular over the last couple of years, with people coming from far and wide to learn what it takes to forage successfully. The course covers over 20 wild food plants and provides tips on how to identify, cook and prepare them.
Why is this interesting?
At the same time as many brands race to become further integrated with our digital lives, more people are jumping on to the digital detox movement. We think some brands can build meaningful relationships with people based on anti-digital positions as a growing desire for ‘purer’ non-digital experiences begins to become an aspiration.
Izzy Pugh, Head of Cultural Insight & Marilyn Dutlow from Added Value in South Africa have recently unpacked from an international and local perspective how Starbucks are creating a place and a mind-set that feels like the heart of a community.
Read the full article at The Media Online! on how Starbucks are successfully creating cultural value. (http://themediaonline.co.za/2016/05/the-starbucks-way-of-forming-communities-be-creating-cultural-value/)
In the pursuit of creating something genuinely useful for people’s lives, brands sometimes need to put their label’s name aside if its presence would have an obtrusive impact. L’Oréal and LVMH have both taken note of this fact and launched online initiatives that remain uncredited:
FAB by L’Oréal
L’Oréal has launched FAB (flair, artistry, beauty), an unbranded beauty hub which showcases industry professionals creating trends all over the world 24/7. The website targets the general public as well as beauty industry professionals and the multi-media content puts a spotlight on the expertise of all these ‘artisans of beauty’.
NOWNESS by LVMH:
Nowness is an established global video channel showcasing the best in culture reaching from art, design, fashion and beauty to music, food and travel. Both established and emerging filmmakers create content that conveys storytelling designed to provoke inspiration and debate.
Why is this interesting?
It’s not L’Oréal or Louis Vuitton that people care about, it’s the lifestyle they create that’s important. With the initiatives listed above, both brands have created something beyond just their products and stepped into the real world they want to be a part of. By doing this they are not just existing in culture but helping to create it themselves, which is the perfect way for a brand to fully embed themselves in the lives of its followers.