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Welcome to the world of 'social commerce,' where brands like Mucinex use Youtube fashion shows to launch loungewear lines designed to break the ......
Oct 20, 2020
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Anyone who's ever had a cold knows Mucinex. The over-the-counter decongestion medication is a stalwart staple of medicine cabinets everywhere. But on Tuesday, the brand will make its debut somewhere a little more glamorous than behind your bathroom mirror: the runway.
Mucinex is launching a limited-edition line of loungewear dubbed "Sickwear" — high-end clothes meant to be worn while you're home sick this cold and flu (and pandemic) season. The five pieces in the collection are adorned with healthcare-inspired touches like aromatherapy sleeves, tissue pockets, and a built-in neck pillow.
The brand will kick off the capsule with a livestreamed fashion show on YouTube where the unisex collection designed by Steven Alan and Christina Viviani will be worn by influencers who boast millions of followers. Live from their own homes, the YouTubers will sport the Sickwear and give their audiences an up-close look at the products. Then, the products will be available on Mucinex's direct-to-consumer site for purchase.
This rollout taps into a form of marketing called "social commerce," where brands create shopping experiences using social media to engage consumers and generate exclusive-feeling e-commerce opportunities.
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