No. 003: Ozempic is having a hot girl summer
plus, Rhode is maybe probably launching blush, Target slashes prices, and I need Crown Affair's new product
Welcome to Volume 3 of my newsletter, Brandiose! (and hello from Japan! This will be a shorter newsletter, and also I’m basically a giant bowl of ramen now).
You can expect brand news, deep dives, musings, and occasional founder interviews spicing up your inbox each week.
🧲 OBSESSION OF THE WEEK
The New Bar, a non-alcoholic shop & bar that just opened in SF. I walked by it last week and was so delighted to see groups of friends hanging out outside drinking colorful canned non-alcoholic cocktails. Even more interesting, it’s directly next door to a natural wine bar, Celeste.
While non-alcoholic beverage companies have had a tough time in recent years (like Boisson, a NA retailer), I think the idea of third spaces that don’t require getting wasted or overcaffeinated (but are still cheeky and fun!) are so necessary. Will be cool to see if this is a real movement or just a fad… it feels like we’ve been here before.
🍿 BRAND NEWS
Do we need more beauty and food collabs? Jet-Puffed x Taste Beauty seem to think so, launching this collection featuring marshmallow shaped (and scented) eye gels, face masks, and a puffy spa headband.
Hailey Bieber’s Rhode is probably launching blushes, if this Instagram dump is any indication
DeSoi launched a cheeky alcohol-free aperol spritz which will probably crush it this summer
OpenAI launched a voice on ChatGPT that sounded a lot like Scarlett Johansen, after she declined to provide her voice to the app 9 months ago; it’s since been removed from the app.
J.Balvin and Nike collabed on a shoe called the Air Jordan “Rio” inspired by Medellin, and the sunset colors are pretty cool
Bella Hadid is inescapable right now since launching Orebella and serving lewks in Cannes (while promoting Orebella)
Target announced that it’s slashing the price of 5,000 products across the store, likely due to inflation and consumer perception
Patrick Mahomes is launching an iced coffee line, called Throne Sport Coffee, made with sustainably sourced arabica coffee, 150mg of natural caffeine and enhanced with B vitamins, electrolytes and BCAAs. He says that it’s designed to not give you a sugar crash. I’m not the target audience at all but I really want to try it.
🎯 DEEP DIVE: OZEMPIC IS HAVING A HOT GIRL SUMMER
Context
If it feels like you’re seeing Ozempic everywhere these days, it’s because you are. I feel like I’m reading a news story about Ozempic on the daily. 6% of all U.S. adults have taken the drug thus far. Demand is unprecedented, brands are finding ways to get in on the action, and it’s quickly working its way into a full-blown cultural phenomenon.
Why Now?
timing: let’s be honest — summer is here, and everyone is thinking about swimsuit season, beach vacations, and mirror selfies.
trend cycles: while there was a body positivity moment in culture a few years ago, it’s safe to say we’re back in the era of rail-thin 90’s supermodels
social media: TikTok and other platforms have normalized taking the drug, with entire accounts dedicated to people taking Ozempic and their experiences.
$$$$: Hims&Hers, a DTC pharma startup, has a weight-loss program that’s projected to generate $100 million in revenue by 2025 — roughly 12% of the company’s revenue (based on 2023 earnings).
The Details
Yes, Ozempic is everywhere:
Wegovy and Zepound are in short supply due to unprecedented demand, and patients are worried about missing doses, which can be incredibly disruptive to its efficacy.
Hims&Hers just announced that they’ll be making a compounded version of GLP-1, the key drug in Ozempic and it’ll cost 85% less than brand name versions at $199/mo compared to $1,350/mo (whoa). after they made the announcement on Monday, their stock soared by 30%.
Nestlé debuted a line of frozen foods catered to GLP-1 users, called Vital Pursuit, including frozen bowls, sandwiches, pizza, and pasta. The products are high in protein, a good source of fiber, contain essential nutrients (like vitamin A, potassium, calcium and iron), and they are portion-aligned to a weight loss medication user's appetite.
Kind of an interesting choice for a name that so closely mimics Vital Proteins. I don’t think this is an accident
Snacks and sweets have taken a hit compared to protein shakes and vegetables in grocery stores, so this feels like a move to remedy that.
TikTok is cracking down on promoting weight loss drugs via the app. Also, a TikTok user is going to jail for selling fake Ozempic on the app.
South Park is doing special episode on it, entitled ‘South Park: The End of Obesity,’ which comes out 5/24 (this may be the most significant; when you make it on South Park, you most definitely a cultural moment).
Hot Take 🌶️
Frankly, I don’t have a hot take on whether people should be taking Ozempic or not. I’m not a doctor, so I know nothing about the medical pros and cons (and there has been much speculation on both, so I’m not sure the evidence is conclusive anyway). I’m also generally someone who believes people should do what they want to feel their best.
I am interested in the way brands are getting in on the action. Of course, it’s not surprising that the ‘first movers’ are brands like Hims&Hers, which already has dedicated resources to a weight loss program, so offering a compounded drug feels like a natural extension. I’m sure we’ll see more pharma development of this kind, especially after the insane stock performance following their announcement.
Nestlé’s move to launch Vital Pursuit feels like a step in the direction that we’re going to see CPG brands take. It feels obvious to offer foods that cater to this new palette and lifestyle.
I personally would love to see more premium brands find ways to offer healthful and whole food options instead of shortcutting nutrition and continuing to offer prepackaged, processed foods. That would be a powerful move for changing American food culture and feels possible in a moment where we’re almost “resetting” consumer cravings but is likely super idealistic. (I just want to be able to eat cheese like I can in Europe, okay?)
Seems interested that Tiktok is taking such a strong stance against the promotion of Ozempic given the potential ban — perhaps as a way to build trust amongst users?
Outside of compounded drugs and food, I’m interested to see the industries that may emerge to support this new consumer. To me, if you’re paying attention, there are opportunities to tap into changing body types, mindsets, and lifestyles. It seems like beauty, fashion, travel, and mental health all have opportunities to play in the space, especially when done with authenticity, integrity, and care. If I were a brand wanting to play in the space, I would make sure I was doing the proper consumer research to truly understand the problem set and then build a product strategy and roadmap from there.
I’m interested to see where things go from here. But I definitely think we’re going to be hearing more and more about Ozempic outside of pharma, especially as it’s anticipated to be a $100 billion market by 2023.
✨ MUSINGS
Crown Affair launched Air Dry Mousse and it looks like it may change my life!!! Everything they do is chefs kiss, so I imagine this will be too
I have mixed feelings about the “no gatekeeping” culture of TikTok, but this trend of influencers calling out shady things brands have asked them to do is pretty great.
I neeeeeeeed this Aimé Leon Dore x Rimowa suitcase. The color is so good.
🎲 ONE LAST THING
Jake Bell, writer of Who Do You Know? interviewed me for his incredible Substack this week, and I enjoyed sharing my story with his readers. I talk about career highs, lows, and pivots, what many brands get wrong (and right) with their GTM strategy, and where to start if you have no idea how to launch a brand. If you’re inclined, give it a read and subscribe to his newsletter, which talks all about brands, trends, and pop culture. It’s a good one!
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have a great week.
- Sabena