A THING FOR YOUR THING🛍️

Brands are launching products…for their products? Yeah.

We have all seen it by now: the Rhode Peptide Lip Treatment iPhone case and all the dupes that came with it. Graza, Cocokind, Chillhouse, and Kiehl’s all shared their own renditions, attaching themselves to the viral moment. It’s clear we are no longer living in a world where PKW exists (phone, keys, wallet) but rather PKL:

Graza, Cocokind, Chillhouse

PEOPLE BRANDS AND THINGS isn’t here to write about the virality of Rhode’s latest campaign (although it is fascinating). Instead, we’re looking into brands that are investing in functional and value-added products that make it easier for consumers to use their CORE products. The Rhode phone case is just one example, and judging by its success, PEOPLE BRANDS AND THINGS predicts we’ll see WAY more of these initiatives in 2024 – a fine line between functional and buzzy. 

News alert: this has been done before. Brands and products have always leaned into novelty. Merch, mugs, and branded Golde whisks. Beloved skincare brand, Dieux, has a gift-with-purchase (GWP) branded squeeze key that’s free with every order (while supplies last). But these items aren’t specific enough to the product where it feels like a NEED. We can all get a whisk on Amazon or convince ourselves that the “Glosser” hoodie “isn’t THAT cute,” but it has more to do with creating a little something that helps consumers get the most out of what they already bought – and special enough that finding a dupe online is nearly impossible. 

Although it may not have garnered as much attention, the folks at Soft Services are clocking in a functional add-on to increase average order value (AOV) with its Buff Bar and Soap Set:

Soft Services

The custom ceramic tray and aluminum cover (designed specifically for the Buff Bar) serve a purpose specifically for their product, adding a certain je ne sais quoi to the shower. The body care enthusiasts get it. Then we see the Spout Set from Brightland, an attachment to ensure easy application. In similar fashion, the luxury toothpaste company, Marvis, makes a ceramic toothpaste squeezer that ensures every last drop of your Amarelli Licorice toothpaste gets used. These examples can be compared to the Rhode Lip Case, but it’s not apples to apples. 

Jilly Hendrix, Founder of Body Vodka, was quick to embrace the hype around the Rhode phone case by launching a FLASK phone case so fans of Body can make a martini wherever they are:

Body, Brightland, Dieux

Smart. Although this feels more novelty than practical, we love the agency – and it was worth it. Body saw many reposts from prominent influencers like Serena Kerrigan and Chris Klemens applauding the innovation. 

We come back around to star power, and the impact it can have here – or even examples of these items being used in day-to-day life. It’s easier with a phone case, surely, and even more so with a celebrity founder. But there’s something to be said about making the “add-on” the STAR of the show. Soft Services, Brightland, and Marvis haven’t built an entire marketing campaign around the accessory, but maybe they should. 

Our prediction? This is going to change in 2024. A thing for your thing, the side dish, or the sidekick, however you want to put it, will have its moment in the spotlight. 

Want to submit a pitch? Email (or DM) us: peoplebrandsandthings@gmail.com.