DraftFcb

Archive - Nov 2010

November 22nd

One cream fits all

One cream fits all

‘The Cube’ by Zuccari is a moisturising cream suitable for all skin types, both face and body at all times of day and night.

Why it matters

An explosion of the skin care category has seen different creams for night or day, for people’s eyes, throats, hands… the list goes on. This saturation of product types runs the risk of providing consumers with too much choice. Could a one-size-fits-all offering be the solution to the increasingly complicated product ranges currently promoted by the skin-care sector?

Beauty
Instant Gratification
Italy

Enter the mom cave

Enter the mom cave

The ‘mental health regime’ is the newest thing in the pursuit of a healthy lifestyle. In line with this, women are transforming spaces in their homes to create sanctuaries or areas to call their own, often referred to as ‘Mom Caves.’ The contents and designs of the room vary; the only requirement is that they reflect `mom’s hobbies, interests and create a comforting cocoon.

Why it matters

Moms are used to making sacrifices for their families. It goes with the territory. But, they are also learning that to be selfless sometimes you need to be a little bit selfish. Buying products specifically to create these special hideaways speaks to an emerging attitude: moms want not only to express themselves, but are also taking the time (and money) to put themselves first. Will we see a change in health and beauty brands communications to women that acknowledge the mom cave attitude?

Escape
Well Being
Healthcare
United States
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