9. behind: Boy Smells, Adanola and Topicals
Is this the ultimate clean girl uniform, and now we're wearing eye masks in the club? I don't mind...
Hello, hi! I haven’t written for a few weeks, sorry. I don’t have an excuse 🤭 so straight into it… Today, we're talking about three brands that stand out for either their distinct identities or the clever ways they've nestled into the lives of their customers. The lessons from their strategies are clear: integrate with culture, and you integrate with your customer's life—making your brand a staple, not just an option.
Each of these brands exemplifies how companies can successfully embed themselves into the daily lives and identities of their consumers. They do not just sell products; they offer a sense of belonging and identity affirmation, which are powerful tools for building customer loyalty.
So let’s talk about it: What makes Adanola so staple—this fragrance brand that I’ve never tried but am always dying to—plus, did Topicals enter the UK (finally) in the best way they could’ve?
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I live in Essex, and, literally, everyone here is wearing Adanola. It’s cute; it’s practically a uniform at this point. Usually, it goes something like this: Adanola hoodie and leggings, UGGs or New Balances, and since it’s still a bit chilly, some kind of bomber, leather, or trench jacket. Adanola thrives on basics and there's something about their understated, chic athleisure that makes it just ubiquitous. And why not? Their pieces are the perfect blend of style and comfort—perfect for a quick coffee run or a casual day out.
It always makes me wonder, what about them is doing so well? Why would all these women want to dress exactly the same? So many athleisure brands sell the same stuff—sports bras, leggings, hoodies, socks... So they don’t really stand out in that department.
But then I guess it’s for this exact reason that they have such a loyal customer base. The brand has become a staple by mastering the basics: great quality, accessible pricing, and a keen understanding of their demographic's preference for that clean aesthetic that goes with nearly everything. Adanola has managed to capture a significant share of the athleisure market not by overtly standing out, but by seamlessly fitting into the everyday life of its consumers.
They give us simple but high-quality options at a pretty reasonable price (at least compared to the likes of Lululemon, Alo Yoga, Joah Brown, etc.). The brand has cultivated an image of laid-back, accessible luxury that appeals to young women who value both comfort and style in their hectic daily lives. I, myself, will always grab a pair of Adanola leggings and a T-shirt on those days when I don’t really know what else to wear. The "Adanola look" is now a recognisable part of current fashion landscapes, indicative of the brand's deep cultural penetration.
Umm, every time I scroll through social media, I see a dump with someone with their Topicals Faded eye masks??? Let's talk about it. Topicals have really made their mark on pop culture, which is easier said than done, but wow, they’ve done it successfully.
A bit late, but I did speak on this prior. The influencer trip to Ghana? I saw it everywhere. If you're not clued up yet, #DettyDecember is a time during the festive period when the diaspora heads back home, and it's fast becoming the best time to be in Africa. Topicals totally nailed it with this timing.
First things first: awareness. Just the flood of influencers posting their ‘spend the day with me’ TikToks and selfies wearing eye masks to clubs was enough to give anyone major FOMO for not being there. It was the perfect strategy to keep Topicals top of everyone’s mind.
But this wasn't just any corporate tactic; it was a masterclass in cultural engagement and brand authenticity. The trip did multiple things: by inviting influencers to live out their mission of "Funner Flare-Ups Anywhere" in Ghana, Topicals bridged communities, celebrated heritage, and spread the word on skin health, all while giving us a lit and memorable experience as—hurts to say this—spectators.
They’ve now recently launched in the UK. Equally strategic. They rolled out the red carpet with a campaign featuring FLO, popular British girl group (if not FLO then who?), and a launch party attended by all our fave online personalities, from Tiktokers to models and Love Island faves (Yes, Dami and Indiyah). Fans in the Spottie Sphere—Topicals' online community—also had the opportunity to attend. It’s this kind of thoughtful integration into popular culture that helps Topicals not just enter a market, but really become a part of its social and cultural dialogue.
What first piqued my interest was the brand’s name: Boy Smells. Then the packaging which I love. The infamous sleek black jars with baby pink labels. Bit of an odd fit but also it makes sense when you understand the non-gendered approach Boy Smells goes for.
Founded by partners Matthew Herman and David Kien, Boy Smells has carved out a niche for itself in the crowded fragrance and lifestyle markets by celebrating what they term "genderful" experiences. This concept plays with the traditional norms and challenges the binary in a way that, when first launched felt fresh and different.
What's truly engaging about Boy Smells is their marketing and product narrative. Their storytelling doesn't just sell a product; it invites consumers into a world where being unique is celebrated as a superpower. This approach is evident in their visually striking campaign imagery and the thoughtful, evocative descriptions of their scents which combine traditionally masculine and feminine olfactive notes in novel ways. Their success speaks volumes about the power of embracing and representing the full spectrum of identity in branding.
Weekly musings:
(A few more than usual from me this week since I was gone so long and just have so much to catch you all up on…)
How to Launch, Scale, and Raise Money as a Black Beauty Brand: The three-part series by BOF explores the experiences of black founders in the beauty industry as they build, launch, and scale their businesses. There are some really key findings here about securing investments, entering large-scale retail environments, and gaining market presence and financial backing. I always say to any small business or start-up, use what's already out there to navigate your journey. There’s so much out there to guide you. You most definitely don’t need to do it alone.
How Zara Is Beating Shein: Chinese e-commerce companies like Shein and Temu offer extremely low prices that challenge established players like Zara, H&M, Asos, and Boohoo Group. Despite these challenges, Zara and Mango, both Spanish retailers, have successfully maintained and even increased their market presence. As a brand designer, I’m happy to admit it has much to do with branding and customer experience. This strategy of focusing on quality products, a superior retail experience, and unique creative collaborations has allowed Zara and Mango to thrive despite the competitive pressures from low-cost e-commerce fashion brands. It just goes to show, that creating an elevated experience for your customers could be the one thing that sets your brand apart in the long run.
How to use ordinary objects as a brand marketing play: Oren discusses creative ways brands can enhance consumer engagement and brand affinity through the strategic use of ordinary objects. Examples include:
Mirroring: Using objects that reflect the brand’s core product or ethos, like Vibram’s doormat made from the same material as their footwear.
Irony: Fun, ironic uses of branded objects in campaigns or events to generate buzz.
Cornerstone: Integrating unique objects as a fundamental part of the brand’s identity, such as Pure Beauty’s use of artisan chairs and ceramics.
Household: utilising everyday objects in marketing campaigns to enhance brand recognition and association, i.e., Only NY’s campaign involving NYC trash can pen holders.
TikTok Is So 2004: I mean, I wouldn’t know seeing I was 3 at the time but interesting to see…
The unusual story of how Gap revived its iconic dancing ads: I saw the Tyla ad and was immediately going to talk about that until I realised Gap used to always do dancing ads and fell under that rabbit hole instead. “[…] Music is part of Gap’s heritage,” Everett says. Tyla recently won a Grammy. Genius way of capitalising off of a pop culture hit. The Gap website is reinventing the eCommerce landing page, displaying dynamic lookbooks that include clips of the dancers grooving in their linen (click on the link and scroll down a bit).
It’s Time to Give Up on Email: “Email has felt overwhelming for a long time now, with all of its spam and scams and discount codes. But what used to be a vexatious burden is now a source of daily torment. Email cannot be reformed. Email cannot be defeated. Email can only be forsaken.” Ian Bogodt wants us to think of our emails as paper letters in a bid to lessen the burden our inboxes have become.
What the Media Is Getting Wrong About AI: AI may be the most significant invention since electricity, so let’s use it to our advantage.
Totemic: I was reading this substack by BP&O and thought these products sort of looked like/reminded me of Cecred’s packaging.
Meghan Markle is back on Instagram 👀: I’m late, I know. Many people (me included) weren’t happy with the grid launch or the vertical video posted on Instagram’s portrait story. It’s honestly two of the worst ways to post on Instagram but I think the logo is very lovely so…
How to write better captions: Brands seriously need to invest more in their voice and copy. Like seriously.
Thanks for reading! I promise next week’s musings will be more updated and on the pulse. Find more here. If you like, you can share here.