Safely is the cleaning brainchild of celebrities Kris Jenner, Chrissy Teigen, and Emma Grede. The brand is transforming green cleaning within the premium sphere through a savvy aesthetic at a time when DTC is thriving and consumers are happy to pay a premium for their hygiene goods.
While watching someone pull hair from a drain may not be everyone's go-to entertainment, for the devoted fans of CleanTok, it's all in a day's work. These extreme cleaning videos speak to Americans' increased fixation on their home environments – and their desire for calming, satisfying media.
Coors Light is encouraging people to ‘spring clean’ the stuff they bought during the pandemic by swapping their unwanted items for beer. With people having turned to retail therapy for solace, they may be looking to declutter, and brands can offer playful incentives to help.
As people looked for ways to stay calm and self-soothe during the pandemic, a new love for cleaning emerged. But while ‘CleanTok’ videos may be going viral, it’s green cleaning that’s really got people talking. But what do they expect from brands and products in this growing household segment?
From poetry readings to live music tutorials, COVID-19 is transforming the ways celebrities interact with fans. But how are influencers and celebs using or misusing their platforms to broadcast how relatable and accessible they are? And how will the cult of celebrity evolve post-pandemic?