Companies That Have Reinvented the Ordinary

We all know that in the past 30 years, there have been companies that have changed the landscape for all organizations. Think about how Netflix killed video stores, or how Apple dominated the market, even Amazon- initially from books to selling everything under the sun. The age of innovation and competition is at the forefront. What I have seen lately is not organizations dominating certain markets, but reinventing the simplest of products. These products you may use every day but are boring. Why innovate something that people don't really pay attention to? That's the point though. Combined with Social Media and its influencers, product marketing for the 'cool and new' means that innovating the simplest of products gives audiences something exciting to latch onto.

When I was a kid there were certain 'novelty' items that were not really expensive or fancy, but for many reasons, my classmates and I clung to them like they were gold coins to trade with. Silly Bandz (rubber bracelets in the shape of animals) or Smencils (pencils that had fun scents- apple, watermelon, etc.) You were considered the most popular kid in school if your arm was covered in the bands or you had a full set of all the smelly writing utensils. This same 'craze' sweeps social media for new products that have been tweaked to create something 'new and different'.

Is it the gag effect or do people actually want boring products to stand out, and be unique? That's what these companies are approaching in their products.

1. Touchland

The most recent on my radar is touchland . A luxury hand sanitizer (and personal care brand). Influencers are raving! Started before covid even hit the streets, Andrea Lisbona , created a luxury brand, reinventing the simple. I have seen this product being raved about on tik tok, Instagram, and Snapchat. It's being sold- EVERYWHERE! I feel like once a product hits the shelves of Urban Outfitters you know the newest generation is obsessed!

2. Welly

You may have seen Welly Health PBC products in your local target. Think bandaids are boring? Think again! Bandaids (a brand themselves) has been the majority influence in the plaster market, besides generic brands. Of course Bandaid has partnered with Disney and other kids characters to bring their products some fun. They even launched a neutral tones palate to appeal to many skins-tones. But Welly is doing something different.

Fun packaging, colors, and designs have drawn in parents who want a unique product. Another quintessential part of the bandaid brand is the use of cute tins. Their product is sold in these little containers that are marketed as easily able to throw in a handbag or backpack. They really know their target market!

Their tag line on the website is "Bandages?that seal, protect and get you back in the game with a bit of?style." They are bringing fashion to an otherwise ignorable product. Who really cares about bandaids? Children mostly use them, and they are just for little scapes and cuts. But these bandaids are becoming artistic choices of expression. Just like you add that pop of color with your favorite scarf. Why not jazz up your recent boo-boo?

Founder, Eric Ryan has launched many successful brands, including OLLY PBC (also in the personal care space with vitamins) and method products pbc - the household cleaner for many families. As Barbara Booth from CNBC states, "the serial entrepreneur has a knack for reinvigorating a simple, everyday consumer need and transforming it into a lifestyle accessory".

3. hims and hers

This company has been on the radar for several years now. Originally, refreshing the 'little blue pill'. They made waves relieving the stigma about taking erectile dysfuntions medicine, showing that there is no shame about needing some help. They started and live mainly in the telehealth space, making it easy to find medicine online and ship it to your door discretely. Now they are releasing stigma with mental health as they break into anti-depressant and anti-anxiety drugs.

Normally, you would have to go to a doctor, a pharmacy, and get your beds in a neon yellow bottle. Just having to take meds out of this style of container makes you feel like you are ill. But hims & hers sells their array of products in a simple aesthetic. It's a modern and youthful twist. A recent campaign with actress Kristen Bell has been broadcasted over multiple networks. She has become the newest 'mental health ambassador' for the company. They also have broken into hair-loss products and skin care.

So what's the common denominator between all these brands?... They are all reinventing boring products in the personal care space. Our classic brands like Suave or Dove have released special products over the years with fun new scents. But these brands are doing something different, approaching the market different, and getting the younger crowd on board.