Model and influencer Hailey Bieber has been setting trends on social media. From her glazed nail designs to sleek makeup looks, Hailey has proven herself as a trendsetter. And just recently, the 27-year-old star partnered with upscale supermarket chain Erewhon to promote an $18 skin glaze smoothie. But is it worth the hype?
Hailey Bieber's Skin Glaze Smoothie
(Photo : Pixabay/Photo Mix )
The premium organic grocery store Erewhon, located in Los Angeles, California, is among the most popular and upscale supermarkets in the West Coast. Several A-listers, such as Kim Kardashian and Miley Cyrus, are regulars at this establishment. To take things a step further, Hailey Bieber successfully persuaded the grocery store to name a smoothie after herself.
During a recent interview, Vito Antocis, executive vice president of Erewhon, stated that the 12-ingredient strawberry smoothie had become a viral sensation at the store due to Hailey's promotions on TikTok. The followers of the supermodel reportedly go hundreds of miles to get a chance to take a picture with the drink that costs $18. This resulted to thousands of users reviewing the smoothie, which contains collagen and sea moss. Around 40,000 strawberry glaze skin smoothies are sold by supermarket stores monthly.
The beverage was introduced in 2022, when Bieber's Rhode skincare line was released into the market. Almond milk from Malk, dates from Rancho Meladuco, vanilla collagen from Vital Proteins, sea moss from Erewhon, coconut crème from Zuma Valley, maple syrup from Maple Valley, hyaluronic acid, strawberries, avocado, vanilla stevia, and a homemade strawberry glaze are all components of this product.
To see if it lives up to the hype, a journalist tried out the viral drink and stated that she had to wait 15 minutes to receive her order. The earthy pink smoothie was topped with snowy coconut cream and a strawberry sauce that was jam-red in color. Twelve ingredients comprise each 20-ounce beverage, the majority of which are brand-name items also available for purchase at the establishment, like Neocell hyaluronic acid droplets, Vital Proteins collagen powder, and Malk almond milk.
To be mentioned in an Erewhon smoothie, companies pay an inclusion charge for their ingredient. The strawberries in this smoothie are from Harry's Berries, an organic California farm renowned for its cult-worthy produce harvested every five days for optimal ripeness. In specific markets, one-pound plastic clamshells from this farm can be purchased for as much as $20. Aside from the parts of the beverage that have a more neutral flavor profile, such as avocado and sea moss, it is also sweetened with maple syrup, vanilla stevia banana, and dates. Also, vanilla and collagen are included in the almond milk.
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Impact of Online Promotions on Food Products
The most widely used digital activities worldwide are social media platforms such as TikTok, YouTube, Facebook, Instagram, and Twitter. The advancement of online businesses was also greatly influenced by social media. As a result, it has evolved into a tool that is both accessible and useful for advertising and sales with customers. Although social networking sites are well known, the most effective social media platforms vary depending on the country and the age group of the population. Investigating popular social networks to monitor interactions between potential customers is crucial when improving business.
Moreover, people these days love sharing their daily experiences, stories, photos, videos, status updates, and how people live and conduct business. Thumbnailing, posting films, and advertising food products by creating various content to attract viewers' attention has become popular. Social media platforms also function as marketplaces, where users can post and purchase culinary products directly from sellers, and the success of this business model has been remarkable.
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