How long does it take to take a shower?
Half an hour?20 minutes?Really anxious, 10 minutes can make do?
The answer given by the popular trend on TikTok right now, "Take a bath" (#EverythingShower), is at least an hour.
The hashtag now has nearly 100 million views, and the video under the hashtag shows how much bathing can cover today: washing your face, washing your hair, washing your body, shaving body hair, moisturizing, skin care, and even eyebrow shaping, manicure, and eyelash growth serum.
It is similar to the "immersive bath" on the Chinese social platform - use a foamer to make the shampoo a dense lather, use a massage comb to massage the scalp while wiping it evenly, and apply a hair mask after rinsing, and the shower gel must also be squeezed onto the bath ball to lather, and then greet the body, after washing, apply body lotion to the whole body, apply a mask on the face, apply hair growth liquid on the head, and then comb it with a hair comb......
In each frame, you can reveal three or two beauty and body products, exquisite lifestyle bloggers roll shampoo, hair dryers, scented candles, and now a new track has appeared: bathroom showers.
The "shower upgrade" is now the new icon of refined living. A Wall Street Journal report observed: "On social platforms, shower selfies with high-end showers have become a sign of extreme pampering." ”
How high-end can a shower head for water be ? To this question, various brands on the market have rolled up the answer to the question.
The most intuitive is the shape of the sense of science and technology, the amount of water is close to the fountain in the park, the water can come out from top to bottom, and it can also come out from left to right, it can be poured on the head, it can spray the chest, and it can also take the belly directly, and it is estimated that several rainbows can be refracted in a bath.
"When the thief comes, he has to play for a while before leaving"丨Photo source: Xiaohongshu @KamHong bathroom
However, such a bold shower can occupy the title of "Rolls-Royce in the shower world" in terms of momentum, but the audience is also very narrow - not to mention the price, just say that the "dark guard" in the old dilapidated small rental house has to turn on the lights for 24 hours, enter and exit sideways, and the toilet is next to the shower, is there room for this big shower to play?
In order to sell the shower to more people, the "efficacy" that cannot be seen on the face is the main arena of brands.
This effect, on the one hand, is to do subtraction, emphasizing the role of filtration.
Launched in December 2021, the Jolie shower claims to filter chlorine, heavy metals and other pollutants, and filter "hard water" that causes skin dryness and disrupts the skin's barrier function into "soft water" to improve skin texture and hair texture.
Regardless of whether it is soft or hard or not, just putting the word "filter" out hits the concerns of many people, after all, in recent years, the terrifying saying that "your shower may be dirtier than the toilet" has become more and more widespread, and every shower filter element posted on the Internet is enough to make people tremble.
When "showers must be cleaned regularly" became the new common sense, Jolie's prepared service was also very "intimate", subscribing customers can buy a new shower for $148, and then spend $33 to replace the filter every three months, or they can choose not to subscribe, then the original price of buying a shower is $165.
It's not enough to just make you use cleaner water, and the brand is still doing additions, pouring all kinds of liquids into the shower, vowing to turn tap water into a nourishing lotion.
Essential oils and fragrance shower
In January 2023, Kohler Sanitary launched its lifestyle brand, Sprig. What is the way of life, the shower sold by this brand is called "aromatherapy shower", the special thing is that the cabin under the shower can be placed in the aroma capsule, and one of Kohler's patented technologies "can quickly feed the aromatic components in the capsule into the water stream".
Paired with the shower, Kohler has designed 6 scented capsules that claim to contain natural essential oils and skincare ingredients, all of which are used to improve breathing, focus, creativity, resistance, relaxation and sleep quality.
Sprig's Starter Package, priced at $139, includes the shower itself and three capsules: Breathe, Sleep, and Recharge.
Similarly, Hai, a shower brand launched in early 2022, has only three "decoctions" for shower and infusion systems, but it is enough to depict a panorama of exquisite life:
The "Energy Solution" contains four vitamins, citrus, and caffeine, which is used in the morning to "refresh", the "Repair Solution" contains eucalyptus, citric acid, and vitamin D3, which can be used to pulse back after the body, and the "Relaxation Solution" contains lavender, sandalwood, and vitamin B12, which is obviously prepared for the "bedtime ritual".
"This is a real opportunity to elevate the shower experience, to have a beautiful wellness experience by replenishing vitamins, minerals and essential oils with water, rather than just standing under a water pipe," said Leonard Brody, co-founder of Hai. ”
Before joining the ranks of "pharmacists", Hai's main selling point was actually technology, they had a smart shower that sold for $250, and like all "smart" devices in the world, it could be connected to Bluetooth and connected to an APP, through which it could monitor water consumption, control water temperature and water pressure.
Kohler will also find this trick, and he will also find a concept and launch the "Bionic Water Shower". Animal pupils will scale autonomously in different light environments, and this shower bionic can adjust the water outlet according to different water pressures to maintain a stable water flow. It is equivalent to having it, the roommate washing the dishes in the kitchen will not affect your bath, and the moment the roommate finishes washing the dishes, the water will not suddenly become larger and slap you in the face.
Of course, what subtraction and addition are all afterthoughts, the premise of becoming a beauty and body shower is that its own appearance must be high enough, high enough to rise from "daily necessities" to "lifestyle".
Ryan Babenzien, founder of Jolie, said, "Vanity is a major factor in many people's purchasing decisions".
So Jolie's shower, in the words of a review in GQ magazine, "comes in a variety of modern colors, and a chunky Mario curved pipe silhouette that looks like a MoMA exhibit in New York."
While the jury is still out on how effective these showers are claimed, and some media people have even experimented and concluded that filter showers are no different from regular showers, a fragrant and beautiful shower in the bathroom can at least provide emotional value – and this is not considered to improve the quality of life.
These "delicate showers", which are not cheap at a price, are now coming to the fore.
Jolie's revenue rose from $4 million in 2022 to $28 million in 2023, and is one of the top sellers on Gwyneth Paltrow's shopping site Goop, with a brand churn rate of only 3% as of March 2023. Boss Babenzien also made a bold statement that it is estimated to triple by 2025.
If you want to change the refrigerator, air conditioner, washing machine, you have to find an engineer, and you have to fight a few rounds of tug-of-war with your parents or landlords, and if you want to change the bathroom system, you are limited by the layout of the house and the thickness of your wallet, and what you can do is limited;
At this time, the high-end shower with wrenches and tape in the set is the easiest breakthrough for "lifestyle" to overcome, and the strategic highland for "quality of life" to occupy.
After all, it is difficult for migrant workers floating in Beijing to rent a house with Mingwei, and they can't change anything, so I can change the shower head office, right?
开篇图源:stylepark