4 E R A C H T L A E 3 STRATEGIES 01 R H E M U S N O N CTO SHAKE OPEN N I O I T N E V HUMANITY N K COTHINGS UP A E R O B This is all about heart. Where consumer W T health has typically been cold, detached O H and clinical, these brands are warm, human and personal. They major on harmony, empathy and empowerment. Most disruptive of all, they create a space that allows for joy and play. Their efficacy promise is a simple one: ‘Trust us, we’ll make you feel better’. Warm, human and personal, these brands create a space for joy and play. Leading examples include acne brand Starface with its playful neon yellow packaging and bubbly typography, or Zing toothpaste with its quietly joyful nostalgic look. But we can also see glimmers of it in Femfresh wipes’ tropical illustrations, bringing warmth and a smile to their pack.