A fresh take on beauty
Odacite is a health and beauty brand that’s cutting out retailers and delivering products right to your doorstep, all in the name of freshness.The product is made, dated and shipped individually for each customer, anywhere in the world. Odacite claims this ensures optimum delivery of super-charged antioxidants, which are most potent for only about 6 months. Since the product is dated, there is no need for preservatives, and the products are all-natural.
Why it matters
Odacite is turning the notion of shelf-stability on it’s head, and using a short life-span it its advantage. By including a “born-on date” and giving products a shelf-life of only 6 months, the brand is encouraging customers to come back for more, often. It also allows them to set themselves apart from longer-lasting products that include preservatives. We’ve seen the born-on date concept in food, of course and beer. What other consumer products could benefit from a shorter shelf life? What brands could capitalize on the idea of expiration, or a product losing its effectiveness sooner?
Timotei Men have sponsored the internet soap-opera “In touch with classmates”, which will be broadcast on the brand website and 30 other sites. An integrated campaign including product placement in the series, sponsorship bumpers, with consumer engagement online to vote for the best episode.
‘Dacha’ are country homes located in the exburbs of Russian cities where urbanites retreat during the summer months. Gardening is a big part of the tradition with Dach-ites often growing flowers and vegetables during their retreat. In celebration of the beginning of this year’s Dacha season, cosmetics brand Optograd have launched a hand cream specifically designed to nourish hands that will be hard at work in the garden.