talk about sex-ing up her coffee. The phrase stuck and she quickly created her own version: sexy water, which can be achieved by mixing water with fun and functional ingredients — electrolyte powders, mineral tinctures, lemon, etc — likely in a cute glass with a fun straw.
Hirsch, who has invested in Cure Hydration and BelliWelli which both have powders for water, expects to see growth across women’s health, kids and soda alternatives when it comes to the functional beverage space. “You have to see the results. If you’re actually investing in that sexy water, there has to be some tangible results,” said Amanda Chantal Bacon, founder of Moon Juice, which has an array of cellular waters including Magnesi-Om, $42, the key ingredient of theWith functionality top of mind, key benefits have become popular, including energy, gut health and of course sleep.
Brands recognize this and are bringing the lifestyle component into their offerings — for example, Blume sells a Bubble Cup, $16, and Cloud Mug, $24. Danudjaja attributes the interest in accessories to the extensive coffee routines people established during work-from-home, which has carried over into all functional beverages — sexy water, mocktails and coffee alternatives.
Not only is it fun, but according to ingestible wellness brand Apothékary founder Shizu Okusa and Danudjaja, imagery with a fun glass and drink accessories performs well online and prompts social sharing. “The visual aspect is so important: colors or using a fun glass or straw,” Okusa said. “The most popular ads that we have on our paid search…are the droppers of the tinctures going into a glass.…It shows this super sexy drop effect in slow motion, and they really capture someone’s eyes.
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