To start this initiative, which is disrupting the OTC category, Mucinex® will get in touch with consumers in real time and launch the Sickwear ™ capsule collection via a live streaming event in social commerce on YouTube and the direct-to-consumer Introduce the brand’s website. This completely new concept in clothing stems from the innovative business spirit of Cynthia Chen, President of North America Health at RB, whose understanding of consumers has always led her to believe that looking good helps to feel good. The six-part, gender-neutral collection – designed by fashion icons Steven Alan and the great Eros’ Christina Viviani – Combines the perfect blend of scientific innovation and artistic design, bringing comfort and style to consumers in time for the cold and flu season.
“Mucinex® stands for innovation, so we’re excited to partner with a community of visionary producers, directors, designers and culture breakers to bring our holistic wellness and DTC vision to life,” said Chen. “By connecting with our consumers through alternative social commerce and direct contact with consumer channels, we can transfer the power of the Mucinex® brand to people throughout their journey from illness to wellness and build relationships that are meaningful and lasting.”
The limited-time capsule collection focuses on holistic wellbeing and includes ready-to-wear, sleepwear and accessories anchored in innovative technology and design, with antimicrobial, breathable and washable fabrics, thoughtful fabric pockets, soothing aromatherapy sleeves, pillow hoodies and retractable eye masks. Additionally, each piece is curated with colors known for soothing comfort, energy boost, and optimism. “The strength of the Mucinex® Sickwear ™ collection lies in its ability to make you feel good by treating your symptoms in a way that complements the power of our proven cold and flu medicine,” said Chen.
To introduce the Sickwear ™ collection and kick off the brand’s new social commerce and lifestyle initiative, Mucinex® curated a team of creative disruptors at the forefront of innovation and culture and named them Mucinex®s ” Front Row of The Future “. This collection of YouTubers including social figures, Chriselle Lim, Drew Scott, Nava Rose, Daniella Perkins and Jacques Slade will showcase the collection during a live streaming event on YouTube and turn their private bedrooms into runways. You will model the collection under the creative direction of the digital agency Barbarian and the Emmy Award-winning photographer and director Danielle Levittwhose career spans the fashion, art and retail worlds. The show is produced by the Cannes Lion winner Mike Woods and Webby Award-winning Production Company of the Year, m ss ng p eces, whose work spanned everything from cutting-edge music videos and branding to immersive experiences and unique consumer events.
“Mucinex® has always relied on scientific innovation, but we know that consumers need more than symptom relief when they recover from colds and flu. They also want to feel good, cozy and comfortable,” he said Claudine Patel, General Manager for Health at RB. “A sick day routine is based on both emotional and physical well-being. We believe we are opening up a unique space at the intersection of symptom relief and total well-being of body and mind. This is an experience that is both emotional and impulsive and.” a new occasion for the category. “
The Mucinex® Sickwear ™ YouTube live streaming event is scheduled for Tuesday October 20th at the 8 p.m. Eastern on the Mucinex YouTube channel. The limited collection is only available for this day at a reduced price of $ 46 – – $ 140. After the show, the pieces can be found exclusively online at Mucinex.com/Sickwear until the limited collection is sold out.
RB * is driven by its goal to protect, heal, and nurture in a relentless pursuit of a cleaner, healthier world. We fight to ensure that access to hygiene, wellness and nutrition of the highest quality is a right and not a privilege for everyone.
RB prides itself on having a stable of trusted household brands in households in more than 190 countries. These include Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harp, Cillit Bang, Mortein, Finish, Vanish, Calgon, Woolite, Air Wick and more. 20 million RB products are bought by consumers around the world every day.
RB’s passion for putting consumers and people first, looking for new opportunities, striving for excellence in everything we do, and building mutual success with all of our partners while doing the right thing is always what guides the work of our 40,000+ diverse and talented colleagues worldwide.
Further information is available at www.rb.com/.US
* RB is the trading name of the Reckitt Benckiser group of companies
* IQVIA, using the ProVoice survey, to physicians between August 1, 2019 to July 31, 2020 By recording OTC product recommendations in the adult cough / cold category, the following claims have been validated with a confidence level of 99%:
“Mucinex is # 1 Recommended Brand in the Adult Cough / Cold category in the US medical universe.”
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