For the new caring consumer: Hiki and Arfa
Pity any new brand launching right now.
I just received a box of Beauty Pie samples (there are new additions* to the Japanfusion line), extolling its new pop-up at Harvey Nichols, which obviously won’t be experienced now for a while.
But worse is Arfa, a US-based direct-to-consumer holding company, whose first brand is Hiki, a bold bodycare line for ‘everyday sweat needs’ (read: deodorant).
Three things of interest here. Acknowledging the mood of the moment, Hiki decided to give its products for free to hospital and medical workers (they just have to pay for part of the shipping), and to everyone else in exchange for a compassionate message on social to reinforce its brand value of ‘kindness’. It’s a way to make the best of a bad situation and bake that situation into its narrative of body care. (more…)
