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Marketing trends and product trends for 2011.


2nd SKIN


This latest marketing trends review analyzes a product trend for 2011.
The product: the part adding emotional content and sharing of experience.
 Will be next step after the minimalist design?


 

How to make the message of the product more emotional, personal and consistent? How to overcome the minimalism, without derogating from the values that have imposed? Trend-strategy.com suggests eight directions for ré dressing the product of a second skin.

This marketing trend lies at the convergence of four of the 10 trends not to be missed :  CARING,  HAVE IT NOW, ALTERNATIVES, SUNSHINE AGAIN  and targets listed in Marketing trends for 2011: “recreate the desire to consume, “give the signal for change”, “do visibly more for the consumers”.

After 10 years of minimalism and 2 years of restrictions, consumers want to find more content and discover new "stories".
Minimalism has created a great void of affect and communication between the product and its user, for the benefit of ethical values.
Minimalism was imposed following the September 11, 2001. It fed on ecology, morality, aesthetic purity, in opposition to the Too-Much and bling-bling and was reinforced by the economic crisis.
The luxury imposed the model. This model has spread to the core of the market by offering a new simplicity.


But today, desire return (read Leaving the nest) with all the human components. The sharing of spiritual values, opposes the merger by the carnal!
This new marketing trend talks about skin - about the skin of the product- and about the voice, the song of the product!

Second Skin is the relationship established by the tattooing of the skin, transferred to the product!
Constantly increasing practice, the tattoo says the identity of the person writing the story, delivers a message. It turns out (usually) in privacy.

In 2011, "humanize" the product. Let's do it "talk." Talk about the "stories" that will enable consumers to establish a unique personal relationship with it.
The product is a person!
 


THE PRODUCT AS A WORK OF ART

The mirror of the personality, a story that is endorsed, an emotion, a message.
The artistic content brings status and social image.
There is intimacy, sobriety (usually) speaking to this new consumer who is now rooted in ethical values.

 


Gazelli Azerbaijan makes us share a feminine experience of the end of the world.
Absolution care products that try to reinvent the luxury without ostentation today.
Toms Shoes makes us carry the banner of his fight for causes.
Happy Cosmetics re-colors the life.
A Dell laptop finely decorated in the style of old engravings. It is part of a series created by members of The Threadless community
Jeff Koons wrapped this Aston Martin of a new dress more expressive.




THE INTIMATE  SKIN OF THE PRODUCT.

The second skin of the product is only revealed in the intimacy of a relationship (recall, the product is a person!): the product strips off, with a suggestive voice, shows off its sensual curves, or wants to be touched ...



Heineken’s Illuminating Beer Bottles reveal a "second packaging" in the light of a spot.
Vodka Medea incorporates a chip and a screen to program a message to your neighbor.
The Rich Roland's Neon Guitars are illuminated with the inside to emphasize sensual curves.
Samsung hard drive to the coating that attracts the touch of your hand.




THE SKIN OF GLAMOR AND FASHION.

Associate brands and designers who make dream to boost the attractiveness of the product, create an event around it : operations of co-branding, often.



Nivea, a wise brand, becomes sexy with Chantal Thomass, designer of luxury underwear.
Karl Lagerfeld, the pope of fashion and non-conformism, makes Coca-Cola Light a Premium fashionable drink.
Tesla uses the skin of the Lotus Elise to build and promote its luxury electric car.
For Nike, Kobe Bryant’ Hyperdunk evokes Aston Martin DB9. Sports shoes to buy $ 700 limited edition (an old recipe that brings a lot of money to Ferrari and its franchisees).



THE ACCESSORY LIKE A SECOND SKIN

The second skin literally: The accessory transforms, customizes the product and makes it unique.
It’s especially developed for all products of mobility in the name of protection. An exercise that involves celebs in design and art.




 

Protective covers come heavily on the market at the same time as the iPad!.
Grippiks’ adhesive sheets to customize IKEA Furniture
Note the cars specially offered to be customized: the Citroën DS3 (inspired by -and competing- the Mini). All which contributes to its appearance is customisable.




A SECOND SKIN RELATED TON AN EVENT.

The difference and value added at the same time: commemoration, celebration of an event, participation in efforts related to disaster or simply seasonal edition. An unlimited field!

It is the sense of history: A need for the product to be recharged in news value. An objective which tries to take advantage of the power of the media focused on events with strong emotional value.





As teenagerscare.org  that “helps the Gulf”, the by-products for donations are usually non-profit, but we can not deny that prices could allow both to increase the margins of some company and make donations! So it's a "bargain" that attracts players.



LIKE A VIRGIN.

Some have be forgiven a lot!
We are there to help you.
As banks ... and the market has little memory!
An opportunity to rebuild the second virgin skin and to wash "whiter than white".





 

 

THE SECOND SKIN IS GREEN

The ecological imperative is a source of renewal, differentiation of the product ... an opportunity not to be missed.
The green appearance is perceived as a sign of a green content: we see more natural materials, colors ad hoc,
labels ...



The plant walls are now usual gimmicks. It took the ecological imperative to end (?) a century of domination of the concrete.
In Europe, Tata Nano does not position as a car low cost, but as champion of CO2 emissions.
All segments are important in telephony: Nokia combines ecological argument and ergonomic simplicity.
Ecology, yes, but also competitive differentiation! In the alignment of glass bottles, cardboard stands out ...




AN ALTERNATIVE: THE PROFILE OF THE STAR ON A BRAND NEW BODY.

The stars are eternal!
The aura of the appearance of the product may be its own identity: impossible to change significantly this appearance.
Eternal youth will be provided by the body's healing!





The iconic London taxi cab experiments a hydrogen fuel cell system,
The old Polaroid camera look now relaunched.




CONCLUSION

In Instinctive Intelligence we say " the new order of the 21st century starts now In the trend's consumer world" ..
This new order confirms the newly acquired habits.
Leaving the nest shows the willingness of consumers to move forward within the framework of this new order.
New species look like a royal road to the break for new products.
For existing products, sometimes very old, the second skin can be model for updating.
Not just a makeover, but a lever communication of brand content.
This lever is developed in the annual report.

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

Instantly downloadable, surprisingly affordable!

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