“Smoking culture has long been romanticized, perpetuating a dangerous habit that our wellness industry must disrupt,” begins Sam Beecham, one half of the sibling duo behind the groundbreaking brand ripple+. In a move as audacious as it is creative, the London-based aromatherapy pioneers have just announced a daring collaboration with enigmatic artist Coco Capitán.
In an industry increasingly crowded with detox teas and juice cleanses, ripple+ has carved a niche with its nicotine-free aromatherapy diffusers, tapping into a burgeoning market that prioritizes wellness without sacrificing personal pleasure. With the Beechams and Capitán at the helm, the stage is set for a dramatic reimagining of smoking culture with their latest product, LOSER.
Embracing the Unattractive
Redefining the smoking aesthetic, LOSER unapologetically challenges the conventionally glamorized image of smokers. “I wanted to create a very unattractive and ‘uncool’ product, and I wanted to refer to smokers as ‘losers’,” explains Capitán. With a counterintuitive approach like no other, ripple+’s latest addition to its line of plant-powered, nicotine-free diffusers emerges as a curious oddity in the wellness industry.
LOSER’s unattractiveness is not limited to its name. This audacious product is encased in Pantone 448 C, a drab, dark brown known as the “ugliest color in the world” – a title attributed to its prevalent use in tobacco packaging across the UK and Europe. This choice of color underlines Capitán’s bold message: smoking is far from cool.
The rebellion seeps into the scent of the product. LOSER embodies the smell of old mahogany, a stark departure from the customary fruity, uplifting aromas saturating the market. “I wanted to move in the exact opposite direction,” Capitán articulates, “It may sound contradictory, but to invite traditional cigarette smokers to make the nicotine-free switch, it may be efficient for the alternative to be as unattractive as cigarettes themselves.”
However, this strategy has faced scrutiny from critics like Emma Lawson. “Do smokers really want a reminder of their habit when they’re trying to quit? The unattractiveness could potentially deter the very people ripple+ aims to help,” she argues.
Shaping Reality from Digital Clay
Setting a new precedent, the LOSER campaign veers away from traditional photography, instead opting for striking 3D imagery. Capitán, drawing inspiration from the graphic images found on cigarette packages, creates a series of impactful visuals. These thought-provoking 3D images, far from illustrating the dire health implications of smoking, portray captivating digital scenes that defy reality.
Capitán’s style, characterized by its refusal to be boxed into any one category, mirrors the uniqueness of the LOSER concept. “I try a multitude of things, and I guess my work ends up looking as a reflection of the many things that appeal to me,” she muses, “I find it hard to describe with words a specific style.”
A Game-Changing Collaboration
As the dust begins to settle on this audacious announcement, ripple+ and Capitán stand ready to send ripples through the wellness industry. “It’s about creating a conversation, a dialogue about wellness that shakes up the norms,” Lucie Beecham concludes, echoing her brother’s earlier sentiment.
The bold and unapologetic, LOSER, is poised to make its debut on the global market soon.
As ripple+ continues its mission to provide nicotine-free, plant-powered diffusers, the product emerges as a daring reminder of the potential for wellness brands to redefine industry standards and reshape the very landscape of smoking culture, one puff at a time.
Only time will tell if this daring product can steer habitual smokers towards healthier alternatives. The wellness industry watches with bated breath as ripple+ and Coco Capitán boldly blaze a trail into uncharted territory.
NOTE: Ripple + is not making medical claims for its products. It cannot do so until these are accepted by the relevant medical regulatory authority