THE NEW PROMISE OF FUNCTIONAL PRODUCTS

The product offering is transforming, and taking a new and interesting path, marking a before and after in the products and brands we know.

Fun-actional is the trend born from products that aim for more than just a function or an ingredient. Today, we have seen that there are proposals with high levels of impact: they connect with fun, surprise and innovation.

This new fun-actional era is revolutionizing various categories, going beyond consumer categories.

We have collected some examples that become notable within the trend:

FUN-ACTIONAL & BEAUTY

Within beauty, an edge is born that transmits care, disconnection and fun.

Fun-actional in beauty is found from applying a lipstick with a different texture that invites you to experience new sensations and experiences.

Beauty snacks is the new term to refer to everything we were looking to implement during the day's routine: sunshine vitamins so that the skin absorbs vitamin D while you disconnect from responsibilities, or taking a shot of collagen to nourish the skin.

milk beauty, Lemme either Morphe are some brands that are activating the fusion of functional and emotional benefits in the world of beauty, adding layers of fun and disruption. It is a category that becomes different and innovative.

FUN-ACTIONAL & CHILL

Because resting is also worth enjoying.

Fun-actional is present in products for rest, revitalization and disconnection: from fun patches to improve breathing and rest, to anti-energy gummies to reduce stress.

Sleepwell, Nite-owl among other brands have joined the halo of disconnection and rest from a different and accessible perspective to easily add it to our night routines.

FUN-ACTIONAL & BOOST

The time has come to look at energy drinks from another angle: more fun and aligned with a lifestyle.

sneak, is not just an electrolyte powder, but a brand for gamers that seeks to continue competing while you hydrate and concentrate. A brand that is attractive and fun with innovative packs that fit the interests of its segments.

There is much more to learn from fun-actional, but we leave some learnings that as a brand, you can consider to join this new era:

• Going beyond the product, fun can be extended to other elements to build true connections: merch, collectibles, experiences contribute to being more powerful drivers to be considered and chosen.
• Fun-actional is an attractive trend for Millennials, Gen ZY Alpha, because they seek experiences that go beyond the simple, these generations prioritize everything that makes them feel good and that aligns with their values
• It is proof that functionality and fun are not at odds. By combining both elements, brands will create products that not only solve problems, but also inspire and excite.

The brands that manage to understand the power of benefits, the strength of communication and that dare to innovate in different formats, will be the ones that win the hearts of the new generations.