It seems brands in the health & beauty space are increasingly trying to quantify the  benefits they bring to the table as consumers walk down the HBC aisle

What does this matter?

Historically it’s all been about the story – how can you tell your value & brand proposition at the shelf in a way that connects with consumers at a deeper level beyond a functional connection

That said, there appears to be a shift towards a more practical, “My grass is greener than the other side” approach where brands are screaming, in a quantifiable way, their benefits.

It’s almost the equivalent of what a store would look like if Buzzfeed were to run the store.

“10 things you need to know”

“5 ways to do 7 things in 4 steps” 

“5 results in 5 days” 

“Squeeze 400 days in 365”

What’s the impact going forward?

The marriage of story telling with quantifiable, actionable results will continue to grow. Differentiating in this space will be tougher – you can’t story tell attributes your brand doesn’t have – but it also requires a new ability from brands to bring back the functional specs to surface without sounding too Buzzfeed-y. Balance will be key.