Archive | Wellness

About Face

When we last wrote about face masks as a licensing opportunity, about a month ago, licensors’ and licensees’ activities in this space were almost purely charitable, with the products donated directly to healthcare workers. But manufacturers and IP owners have pivoted quickly to creating masks for consumers to purchase. There is still a charitable component—with […]

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Cover Your Mouth

After first saying cloth facemasks were not effective in preventing the spread of the COVID-19 virus, the U.S. Centers for Disease Control and Prevention (CDC) is now encouraging Americans to wear masks whenever they are in the presence of other people, outside of those with whom they are self-isolating. Governments in Europe and other parts […]

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Considering Keto

The ketogenic (keto) diet has been gaining traction for several years. But, until fairly recently, prepared foods and beverages billed as keto-friendly have mostly been the purview of specialty marketers, especially in the health food and natural products space. A key trend late last year and in 2020 has been the entry of more general-market […]

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Help for Aches and Pains

Sports-related licensing deals and other ventures involving athletes and licensed sports IP are starting to proliferate in the emerging CBD category. Although each agreement is unique, any resulting products are apt to focus on addressing specific aches, pains, and injuries caused by sports or an active lifestyle. Some recent examples: • Former NFL Patriot Rob […]

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A Prescription for Pot

When it comes to exploring new licensing and branding opportunities in cannabis and CBD, celebrities have been at the forefront. Personalities from Snoop Dogg to Gwyneth Paltrow and her Goop brand have been entering this sector by forging licensing or other types of deals for CBD-infused products or cannabis strains, by launching or investing in […]

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Supporting Self-Care

Self-care is an approach to wellness in which consumers purposefully take time to foster a positive mental, physical, and emotional state. It is a way to de-stress from a busy life, reduce anxiety, improve mood, avoid health-care issues, and ultimately enhance happiness and productivity. Practitioners stress that it is not a selfish lifestyle; rather, it […]

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Acknowledging ASMR

Autonomous Sensory Meridian Response (ASMR) videos have become a big trend online, especially among viewers 18-24. ASMR is the scientifically unproven but increasingly popular idea that certain soft, slow, and/or repetitive sounds tend to make users happy and relaxed, sometimes to the point that they feel a tingling sensation starting at the back of the […]

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The Best Medicine

A number of deals came to light in October that underscore the licensing community’s continued focus on health and wellness. The announcements involve healthy-living initiatives both traditional and non-traditional: Buzzfeed partnered with Macy’s for an exclusive line of 100 millennial-targeted home goods that promote well-being, tied to its Goodful health and wellness brand. Among the […]

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Stretching Out

Several recent activewear collaborations have involved specialist brands noted for their expertise in yoga, dance, fitness, and bodywear pairing with celebrities and designers: Gaiam signed actress Jessica Biel for the latter’s first capsule collection. Products include leggings and tops, as well as capris and jackets, in neutral colors. Distribution is through retailers and etailers including […]

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