How are you approaching building a multi-format, multi-vertical brand around the singular concept of hydration?
The EauLab strategy is to act as a multi-format, multi-sector brand that can deliver wellness in a variety of verticals and across many product lines beyond beverage. The multi-format model was very much influenced by the growth of e-commerce as a purchase channel. Because what it does is push us to think about product formats that are appropriate. I started out, like a typical beverage company, thinking in liquid. Then I started to think in what I call low- or no-liquid formats. For direct-to-consumer, we will focus on liquid concentrates and powders. But there's a second arm of this business model, and that is very much ready-to-drink.
EauLab is championing the idea of total body care. Can you explain what you mean by that?
The notion of reaching for a product to support a physical need is not new. But the idea of reaching for one that supports a mental or emotional need is starting to percolate. We see it with CBD for mood elevation. Gamers are looking for focus and clarity with their nootropic products. So it's this notion of functional drinks, which is very much in that physical space. There's a movement now towards supporting your cognitive function, your mental and emotional wellbeing, so that has pushed EauLab into thinking about both body and mind.
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