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Crowsnest, Household

Crowsnest: Home Defence

Homecare Trend Horizon | One

We’ve ignored Trump’s advice to inject bleach, but our cupboards are full of the stuff as we fight Covid-19 with our cleaning regimes. It’s no surprise that sales for the big players such as P&G, Unilever and RB are soaring within Household. 

Not only have we been protecting our homes from Covid, but we’re also trying to protect our mental health – most notably addressing concerns around sleep and our emotional health which is influencing the brands we choose.

Hygiene is Happiness

Home hygiene brings peace of mind. Household cleaning brands can help and reassure people to feel happy and secure in their homes again by boosting the healthiness of their home.

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A new DTC disinfectant and detergent product, Cert., has launched in response to the Covid pandemic. Believed to be the first domestically available cleaner of its kind, Cert. is simple to use: fill the clear Cert. branded bottle with 500ml of water and a dissolvable tablet, spray and destroy the SARS-CoV-2 virus, which causes COVID-19 in just 60 seconds.

Cert. is the first direct-to-consumer launch from Hydrachem – the leading suppliers of hospital standard cleaning and disinfecting products for the NHS – to provide a dissolvable tablet which provides effective surface cleaning against the Covid virus, by using detergent and disinfectant. initially Cert. launched online as a DTC starter pack.

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Persil Antibacterial Laundry Sanitiser
In light of Covid, Dirt is no longer good and Home is Good instead. Persil has launched an Anti-bacterial laundry sanitiser claiming it kills 99.9% of viruses and bacteria. 


Zoono microbe shield surface sanitiser spray
Zoono is billed as both gentle (this spray is completely free from any fragrance, alcohol or preservatives) and effective (it claims to protect against 99.99 per cent of germs for up to 30 days). Rather than replacing your usual cleaner, it’s recommended you apply this sanitiser weekly or monthly after cleaning all your surfaces (and even cleaning between doesn’t prevent it from doing its job).

OMO & Domestos
Responding to consumer demands in Turkey, Unilever shifted gear and combined Domestos Bleach into their Omo Laundry brand in just 40 days.

We are Probiotic Cleaning
We’ve seen Probiotics gaining popularity in food and beauty, but how about cleaning? Probiotics survive for as long as the environment is sufficient, meaning that the solution works far longer than conventional formulas.
UK start-up We Are Probiotic uses them to break down dirt, grime and pollen, as well as the biofilm that bad bacteria feed and live off.

Help to Sleep

We are experiencing a newfound obsession with essential oils set against a backdrop of Coronavirus anxiety, bringing soothing blends into our home to help prevent a sleepless night… it’s no wonder that sales of pillow mists are booming.

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Love Home and Planet
On the back of beauty brand Love. Beauty and Planet comes Love, Home and Planet – entering into the ‘natural-ish’ Household space. This variant, formulated to support sleep is mostly plant-based and contains natural & ethically sourced lavender, which as we all know is the king of all sleep ingredients, promoting a sense of calmness and relaxation.

Fabric Pillow Sprays
Alongside a good book and a decent lamp (no phone!), pillow sprays have quickly become a bedside must-have. The route to entry typically comes from Skincare, Bath & Body and Fragrance brands. This Works, REN and Mauli are the brands leading the way to a satisfying nights’ sleep. 

Feel Good

Remember the hysteria over toilet paper during the lead-up to the first lockdown? The shift to online has given us numerous choices of high-end DTC bathroom tissue brands, many of which are seeing huge sales growth.

Who Gives A Crap
Simon, Jehan and Danny started this brand when they learnt that 2.4 billion or 40% of the global population do not have access to a toilet, this means that around 289,000 children under five die each year from diarrhoea or other diseases caused by poor water and lack of sanitation. That’s almost 800 children per day, or one child every two minutes. A shocking and simple to resolve fact. The brand donates 50% of profits to help build toilets and improve sanitation in the developing world. 

The paper is made from bamboo instead of trees. Bamboo forests reach maturity in 4-6 years – compared to 20-50 years with trees – and once mature can be harvested yearly. No.2 has evolving custom prints to match consumers’ style and décor and a cheeky name to match.

What does this mean for your brand?

Pay It Forward
Our brand choices reflect who we are or who we aspire to be. Brands that engage with the wider community to support and enrich livelihoods will always be highly regarded by consumers and in turn build deeper loyalty. DTC delivers that opportunity, independent organisations are masters of their own universe and are flexible enough to donate services, profits and products to make lives better for those less fortunate. How close are you to your community? Are there ways you can help without getting tied up in corporate red tape? Are there initiatives you can launch that are true to your brand purpose?
We can help you identify those opportunities and communicate those messages.

Are You Taking UCG Seriously?
User-generated content (UGC) has rocketed during the pandemic, due to consumer appetite for authentic inspiration they can relate to. For brands, this content offers invaluable scope because it’s possible to furnish a growing suite of touch points with varying content, fast and cheaply. A 2020 study by Australian UGC specialists Stackla revealed 79% of people are influenced by UGC when making purchasing decisions, it is six times more influential than brand-created content and 9.8 times more impactful than influencer content. Spontaneity, credibility and relatability are always going to be more compelling than ‘paid for’ content.
What can you do to ensure your brand is talked about? 

Living With Covid-19
Catering to Future Demand. With the ongoing impact of the pandemic, we know it’s a marathon we are dealing with. How can brands ensure they are being as empathetic and supportive as possible? By anticipating what consumers are wanting and needing from homecare, brands not only build loyalty but can use the insights gathered to fuel the innovation pipeline as well as adapting and adjusting their messaging accordingly.
Do you need help viewing consumer behaviour from a different perspective? Let’s discuss how to approach this.


Free The Birds  |  Brand Design & Communications Agency  |  Health | Beauty | Household