In addition to simply being better-for-you, AOS is building a high-performance lifestyle brand around sports. Sports is a universal, timeless message that connects men and women everywhere. While other brands have been successful in building on the sports messaging in CPG before (Nike, Gatorade, Body Armor), no one has done it yet in men’s grooming. AOS is jumping on this opportunity by collaborating with elite athletes like James Harden and Juju Smith-Schuster, which communicates that their products can withstand even the most rigorous training. Sports also makes the AOS product value proposition more relevant for many consumers. While some men may have wanted to try a cleaner personal care regimen, the brands out there (e.g., Native, Method) haven’t resonated, especially with the younger male demo. AOS uses sports to bridge that gap.
Helio was able to show us terms that consumers use to describe AOS that they don’t use to describe other brands in men’s grooming, identifying what consumers perceive to be AOS’s key differentiators. Beyond unique ingredients and ‘free-from’ claims, sports terms like ‘athlete’, ‘sport deodorant’, and ‘kobe’, signaled to us that sports truly does differentiate AOS from its competitive set in the eyes of the consumer.