© Adobe Stock – Illustration Capital
– These three phenomena on social networks total millions of views each.
If you've never heard of Airup bottles, Pixi makeup, or Ninja ice cream machines, you're probably not on TikTok or Instagram. Because, in the space of a few months, these three have become phenomena on social networks. Far from the eyes of “boomers”, they sparkle those of “Gen Z” who, by dint of seeing them loop on their screens, dream of them. So why deprive yourself of buying them while they are on sale for Black Friday?
Yes, to know what's going to be the buzz this Christmas, you no longer need a crystal ball, or cross-reference a thousand consumer studies. Just listen to social media. The proof with the Pixi brand blush. Unknown among those over 40, this stick blush is a young girl's favorite. On TikTok, the brand which has barely half a million subscribers, totals more than 930 million mentions about it. A real star! Moreover, at Sephora, the “On the glow” version has been added to the Black Friday 2024 promotions catalog, with a price reduced by 25%.
Sold exclusively online, the Airup bottle escapes the sight of “boomers”
Among teenagers, another phenomenon is on the rise: Airup water bottles. The what? Launched in 2019 by two German academics, this system allows you to drink water that appears to be flavored, but is actually only flavored from an olfactory point of view, thanks to a scented capsule near the neck. Available in a wide range of flavors (cola, lemon, watermelon, mojito, etc.), the concept adds pep to the hydration process. Not to mention that, freed from the problem of disposable plastic and the question of sugar consumption, Airup appeals as much to those who are sensitive to environmental protection as to those who pay attention to their figure. And yet, who knows Airup? The brand also completely escapes adults who watch television and push their shopping carts in supermarkets. And for good reason, it does not do TV advertising and is not sold in stores. Its only communication channel is digital, like its sales, live on its own site.
© Airup
– The Airup bottle works by a retro-olfaction system: the scented capsule is placed near the neck and by the force of smell gives the feeling of drinking something other than water.
Airup is no longer a small player. Two years after its launch, the brand already achieved more than 100 million turnover! After two fundraising rounds, its capital includes the American star Ashton Kutcher, the Pepsico group and the French venture capital fund Five Seasons Ventures. In France, it received another major boost last September. Sponsor of the expedition to the summit of Everest by the influencer Innoxtag, the Airup bottle benefited from a great spotlight in the film “Kaizen”, broadcast in theaters and already seen 38 million times on YouTube!
Suffice to say that the brand will probably be one of the top gifts under the tree in 2024… therefore one of the most ordered products during Black Friday. On its site, the brand sells packs for less than 40 euros and also promises up to 25% reduction, depending on the amount of the order.
Caps attached to plastic bottles: you won't be able to cut them anymore from July 3!
Already 1 billion views on TikTok for Ninja's Creami machine
There remains the case of Shark-Ninja. Recently arrived in France, the company continues to shake up the small household appliances sector. In addition to the breakthrough of its Ninja airfryers which revolutionized the consumption of fries and other fried vegetables and exploded this section, the brand also benefited from a launching pad on social networks. In this niche, it is its Creami ice cream machine that has exploded the counters, with more than a billion views on TikTok. A phenomenon which has inevitably whetted the appetite of many foodies and athletes. The machine (like other Ninja best sellers) is on sale during the period. At Boulanger and Darty, the Creami is on sale for less than 150 euros for the occasion.
If these three predictable Christmas bestsellers are not to everyone's taste, everyone can easily get their own idea of the trends that are popular in the virtual world. On TikTok, try searching for “trend gift» to find the most popular gifts. That's how we saw that bubblegum pink faux fur mules were all the rage on Amazon… Maybe that's where we can say “stop» to the diktat of social networks and decide to go out and see what the real world is offering for Black Friday?
Ecological water bottles and advertising materials
