Marie Redding, Associate Editor11.05.13
The fading tag on Daily Concepts' body scrubbers that say, "When this writing fades, it's time to replace me." |
Besides belting out tunes in his shower, Smeke is also a germ fanatic – and that’s what led him to develop his dream brand product line - shower accessories that tell you when they need to be changed. Smeke created the brand, Daily Concepts, based on this idea.
Earlier this year, Daily Concepts launched Your Body
'Your Body Scrubber' by Daily Concepts features outer packaging that turns into a wall hanger/holder. |
The Need
According to Smeke’s research, 90 days is a safe amount of time to keep a shower product, such as a sponge or scrubber, before replacing it. "People don't change their loofahs often enough," Smeke explains. "When you add antimicrobial protection to a shower sponge, it can last for 6 months or more - but what happens when it is in water all the time, or you use it a lot? That protection will wear off much more quickly.”
Smeke says he has been working on bringing this concept to market for the past four years. “It was always my mission to create a better sponge,” says Smeke. “We’re very happy it has finally launched,” he adds.
A First-of-its-Kind Fading Tag
The products’ tags say, “When this writing fades, it's time to replace me."
The progression of the fading text on the tag, after 30, 60 and 90 days. |
Smeke conducted lab tests, which showed that the ink gradually fades at 30 and 60 day intervals – until fading completely at the 90-day mark.
Smeke worked with a supplier to develop the tag, in its manufacturing facility. The label is a standard one, and the ink already existed – but the innovation is in the way the tag is printed. Smeke and his team had to develop a way to print the tag so that it would fade at the right time.
The development process required multiple rounds of testing, and lots of trial-and-error. For example, temperature was one variable. “The amount of heat we used during printing affected how quickly the ink would fade,” Smeke explains. “It took some time to figure out the technology, so we would like to keep some of these details about our printing process confidential,” he adds.
Smeke says the same technology is ideal for other types of products as well, but he’ll be sticking to bath and body products – for now. “Other companies – even large bath and body brands - have already been contacting us about buying the technology, but we’re not ready to sell it,” he adds. .
Daily Concepts' scrubber gloves. |
The sponge’s outer packaging was designed to instantly turn into a holder for your bathroom wall. No part of the packaging is wasted – it can all be repurposed, instantly.
The outer package is a soft plastic pouch, and the user is meant to lift up its back flap, and cut around the loop to turn it into a hanger. The pouch also has built-in drain holes at the bottom.
A suction cup hook is included, which is ideal to hang on any type of shower or bathroom wall – and its’ hook fits perfectly into the loop on the package.
“It was important for me to include a sanitary way to store the sponge, when I was thinking about the packaging – that’s the germ-o-phobe in me, “Smeke says. “I hate bringing my loofah to the showers at my gym, and letting it touch a wall that I didn’t clean myself,” he explains.
The Buzz
So far, Smeke has been hearing nothing but positive feedback from retailers and consumers.
The product line just hit store shelves this year, but has already won ICMAD’s 2013 City Awards, in the Cosmetic Innovator of the Year category.
The brand’s retail partners include Henri Bendel, Bigelow, and Fred Segal. The product line is also available on the Daily Concepts website.