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business Podcast product Retail

Dirty Lemon on feeding a constant need for newness

“We’re operating under the thesis that billion dollar brands will not exist in the future,” says Zak Normandin, founder and CEO of Iris Nova, the company behind wellness drink brand, Dirty Lemon, on the latest episode of the Innovators podcast by the Current Global.

“I know Dirty Lemon isn’t going to be popular in a few years. And I want to already have three type of products in the pipeline that we’re launching right now, because consumers are very transient in their decisions to buy products,” he explains.

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Dirty Lemon launched in 2015 and quickly gained the type of cult following that only brands born online manage to achieve. It did so through a mixture of being at the right place, at the right time – in this case, right in the middle of the wellness boom – and carefully crafted branding that positioned it as a lifestyle offering, rather than just a product.

But Normandin, a CPG entrepreneur at heart, has much bigger plans than creating fleeting frenzy around a single product line. From inception, his Instagrammable bottles could only be bought online, with purchase being completed via text message. In 2018, it launched the Drug Store, an unmanned retail concept where customers could pick up a Dirty Lemon drink and simply walk out, texting to complete their purchase as they did so. This innovative retail model, alongside a stream of new product launches happening over the next few months, demonstrates Normandin’s ambitions to keep reacting to customer needs and behaviors before they move onto the next hot thing.

During this conversation, recorded at this year’s SXSW at the Current Global’s Innovation Mansion, Normandin also share with Liz Bacelar the new products launching under the Iris Nova family, what the retail experience is doing to inform future product development, and how Coca Cola is not only one of the brand’s biggest investors, but also its competitor.

Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 


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Podcast Retail

MedMen on overcoming the barriers of selling cannabis

Cannabis consumers are not as black and white as medicinal versus recreational, says MedMen CMO, David Dancer, on the latest episode of the Innovators podcast by TheCurrent Global.

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This cannabis retailer is currently valued at over $1.5bn. Its challenge however is to design an experience that removes the anxiety of consuming cannabis that the majority of casual users still carry, as well as appease local authorities hungry to ensure strict legislations.

The consumer piece can be easily facilitated by knowledgeable store associates, who Dancer refers to as sommeliers and who play a huge role in demystifying the experience, from branding to education. “We want to make sure that people feel comfortable and can ask the questions they need answers to,” he explains. It also helps that curiosity around consumption is at an all-time high, largely thanks to the wellness movement.

But the bigger challenge for the retailer is dealing with legislations even stricter than those reserved to selling alcohol and tobacco. Although there may be an intentional Apple-like design sensibility and minimalism to MedMen’s 17 stores nationwide, much of it has to do with regulations: many products have to be displayed under locked casing – hence the beautiful display tables – while it is not allowed to have any signage or marketing on its windows. It is also restricted on locations due to zoning, such as near schools, and instead chooses areas that are friendly and feel safe, including LA’s Santa Monica Boulevard and New York’s Fifth Avenue.

The MedMen experience then becomes a clever ballet of branding and communications, combined with a retail experience that aims to allow customers to discover and try at their own pace, or to meet their own individual needs.

As the US audience begins to become more at ease with cannabis becoming a common part of their everyday lives – from smoking to CBD-infused cocktails and spa treatments – the retailer continues to navigate challenges by listening intently to what its customers and staff have to say. During this conversation, recorded with Liz Bacelar at this year’s NRF Big Show in New York, Dancer also shares the retailer’s heavy investment on the education piece, which includes a published magazine, and how the ever-evolving, and hyper-local, legislations pushes it towards constant innovation.

Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by The Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Editor's pick Podcast

Supergoop! on the clean beauty revolution

Liz Bacelar and Supergoop!'s Amanda Baldwin
Liz Bacelar and Supergoop!’s Amanda Baldwin

“The clean beauty revolution is the next big thing that’s going to hit this industry,” says Amanda Baldwin, president of suncare brand, Supergoop!, on the latest episode of TheCurrent Innovators podcast.

Speaking to Liz Bacelar, she explains that from day one, Supergoop has maintained a singular focus: convincing people to wear sunscreen every day by making it with the cleanest ingredients possible. After 11 years in business, the company is at the forefront of a huge shift in the industry.

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Founder Holly Thaggard, created Supergoop after her friend was diagnosed with skin cancer, making it her mission to develop products that would convince people to wear SPF every day.

But this purpose is more than just the core of the products, Baldwin says, it’s also the main reason people want to work there. “We just surveyed to ask what’s making people excited about being our employees and the number one reason was the mission of the company.”

According to Baldwin, working in a company as mission-driven as Supergoop makes every decision easier for the team. “When you’re faced with some decision, it comes down to: does this help people wear SPF every single day? If the reason is yes, we should do it, if the answer is no, we don’t.”

Supergoop!
Supergoop!

Supergoop’s staff is cognizant of its deep sense of responsibility, especially at a time when more people are becoming aware of the ingredients in the products they consume. This is the edge of what Baldwin’s call the clean revolution. “Once you start reading labels, you can never go back. And I think that consumers should be able to trust brands to have done their research and to have done their work.”

In this episode, Baldwin also talks about how food trends can tell us what to expect from the beauty industry, the importance of learning from other people in order to create a successful company, and how to commit to being clean and cruelty-free without compromising the process.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Podcast

How Equinox services the luxury wellness consumer

Liz Bacelar and Vimla Gupta

The mass appeal of ‘wellness as a lifestyle’ may be something trending with consumers today, but it’s a mindset that’s been central to Equinox since its inception in 1991, says Vimla Gupta, CMO of the premium fitness brand, on the latest episode of TheCurrent Innovators podcast.

Equinox has paved the way by offering consumers support and service beyond typical gym classes by understanding how their fitness behaviors have always been a pivotal part of their lifestyles. In doing so it’s become not just a ‘gym’ brand, but an entire lifestyle group that will even open its own hotel in New York in 2019.

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Its success comes from the fact it quickly understood that with the rise of the internet, consumers were going above and beyond normal exercise behavior to better understand their needs and goals. “What we seek to do as a brand is intrinsically understand our consumer and what her needs are; what drives her,” says Gupta. “And what we are seeing is the consumer has a PHD in everything; unlimited access to information.”

Modern gym-goers, Gupta says, are information-obsessed and think of every step of the journey, from understanding their nutrition and dietary needs, to researching the efficacy of the latest workout and even what sportswear they wear. This pushes brands like Equinox to become the vehicles to satisfy their learning needs and provide them with an experience that will correspond to their high performance expectations.

At the heart of Equinox’s interaction with its clients is the need to keep innovating by introducing services and technologies that help maximize the potential in their consumers lives, she adds. Technology in this case acts as an engagement and recommendation tool through leveraging individual data, such as the recent launch of a digital coach – or a bot – to its 10-year-old mobile app, which learns from a user’s activities and helps them stay on track.

During this conversation with Liz Bacelar, founder of TheCurrent, Gupta also divulges more on what tech means for the Equinox gym experience, how the company is evolving from fitness to lifestyle and retail, and its upcoming plans to keep enabling clients to live their best lives.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.