Beverages: The $22 Elixir: Deconstructing the "Wellness Status Symbol" Economy

What is the Supermodel Smoothie Trend: The Premiumization of Wellness: The Status Smoothie Phenomenon

This section summarizes the core trend of transforming a functional health item—the smoothie—into a premium, high-cost, celebrity-endorsed status symbol that leverages scarcity and aspirational branding.

• The Price-Point Redefinition. The trend is characterized by an extreme premium price point, with Erewhon's signature smoothies costing upwards of $20, significantly surpassing the industry average of $5 to $10. This price differentiation is a deliberate strategy to position the product not as a simple beverage, but as an exclusive, luxury health purchase. The elevated cost establishes an immediate barrier to entry, signaling to consumers that they are purchasing access to a superior tier of organic, nutrient-rich ingredients and a curated lifestyle experience.

• The Lifestyle Purchase Model. Erewhon has successfully shifted the consumer mindset from buying a drink to buying a lifestyle, making the smoothie a publicly visible marker of status. Consumers are not only paying for the blend of ingredients but also for the brand’s association with affluence, wellness, and the Los Angeles elite. This intentional blurring of product and identity transforms the consumption act into a form of conspicuous wellness, enabling consumers to align themselves with the "supermodel" aesthetic.

• The Gourmet Commodity. The brand eschews common smoothie ingredients in favor of specialty, expensive, and functional additions like collagen peptides, sea moss gel, and complex adaptogens. This "gourmet" approach justifies the high price tag by emphasizing the density of nutrient-rich goods sourced from local growers and ethical brands. This focus reinforces the narrative that the product offers unparalleled functional health benefits unavailable in mass-market competitors.

Insights: The trend is a masterclass in using price as a branding tool. Insights for consumers: Paying a premium for a commodity product grants access to an aspirational, high-status community. Insights for brands: Price inflation, when backed by premium sourcing and celebrity, can drive explosive demand and brand equity.

Why it is the topic trending: The Influencer-Industrial Complex: How Celebrity Collabs Drive Foot Traffic

The topic's virality and sustained interest are fundamentally driven by strategic, high-impact celebrity collaborations that convert cultural visibility into retail demand.

• The Aspirational Co-Branding Strategy. The core mechanism driving the trend is the partnership with cultural tastemakers, primarily supermodels like Hailey Bieber and Kendall Jenner. These endorsements immediately imbue the product with aspirational value, turning a functional food item into a must-have accessory that signifies health, wealth, and effortless style. The association ensures massive organic social media reach, where the content itself serves as free, highly effective marketing.

• Creating Search Volume and Digital Hype. The celebrity collabs directly translate into measurable search spikes, evidenced by Google Trends data for "Erewhon smoothie" and persistent searches for items like the "Hailey Bieber smoothie," even after her name was subtly removed. This digital footprint demonstrates that the power of the celebrity association transcends the physical product, creating long-tail demand and brand awareness in markets (including those without stores) where it was never available.

• The Limited Edition Scarcity Model. The constant rotation of limited-edition celebrity-collaborated smoothies (Hailey Bieber, Kendall Jenner, Heidi Klum, Erykah Badu) creates urgency and FOMO (Fear of Missing Out). This continuous cycle of novelty ensures sustained media attention and encourages repeat purchasing, as consumers rush to try the latest iteration of the aspirational health beverage before it disappears.

Insights: Celebrity influence is the primary demand accelerator, converting niche product awareness into mainstream search trends. Insights for consumers: The chase for the latest celebrity-backed product drives frequent, high-value impulse purchases. Insights for brands: Strategic, mission-aligned celebrity partnerships are now the most effective form of premium product marketing.

Overview: The Retail Rebrand: Selling Aspirational Lifestyle, Not Just Organic Produce

Erewhon’s success lies in its radical repositioning of a traditional organic grocery store into a luxury social hub where the purchasing act itself is a statement about one's identity.

Erewhon, which describes itself as a "family-owned organic food retailer and café," has effectively rebranded itself as a gatekeeper of the elite Los Angeles wellness aesthetic. While its base business is built on nutrient-rich, locally sourced goods, its Signature Smoothies have served as the vehicle for viral, global recognition. The $22 price tag is not a cost—it is the price of admission to this exclusive lifestyle narrative. This positioning ensures high year-round demand for iced products in the "balmy SoCal" locations. By focusing on exclusivity and celebrity association, Erewhon has created a new competitive dynamic, achieving near parity in local search interest with massive national competitor Whole Foods Market in Southern California. The entire operation is predicated on the idea that the consumer is willing to pay an exponential premium for the social currency and aesthetic alignment that comes with the product.

Insights: The physical store has been transformed into a cultural landmark and a symbol of aspirational belonging. Insights for consumers: The purchase is an investment in self-image and public validation within a high-status cultural niche. Insights for brands: Leveraging a single, high-visibility product can redefine an entire retail brand's market perception.

Detailed findings: Beyond the Ingredients: The Valuation of Social Currency

The success is rooted in the strategic valuation of non-physical attributes—social currency, emotional benefit, and association—over the intrinsic cost of the ingredients.

• The Geographical Concentration of Affluence. Search data overwhelmingly validates the brand's association with affluent, high-status geography. The top search locations—Manhattan Beach (100 score), Beverly Hills (79), and Santa Monica (56)—are all high-net-worth, influencer-dense areas of Southern California. This hyper-local demand validates the store’s strategic focus on exclusivity and ensures that the brand remains tightly coupled with the image of high-end, privileged wellness.

• The Charitable Halo Effect. Some collaborations, like Kendall Jenner’s Peaches & Cream smoothie, incorporated a portion of proceeds dedicated to a domestic violence shelter. This strategy adds a layer of ethical and social value to the purchase, allowing consumers to feel they are contributing to a good cause while engaging in conspicuous consumption. The charity aspect softens the perception of extreme luxury spending.

• The Intricate Ingredient Story. The complexity and exotic nature of the ingredients list—such as sea moss, ashwagandha, spirulina, chlorella, and lion's mane—serve as a key differentiator. The inclusion of these high-value adaptogens and "superfoods" (e.g., in Erykah Badu’s $21 Mama’s Bang Bang smoothie) provides a tangible, functional justification for the high price, validating the perception of the smoothie as a potent health elixir.

Insights: The brand skillfully stacks social, charitable, and functional justifications to rationalize the premium pricing. Insights for consumers: They are buying a complex package of physical health, social status, and ethical alignment in one transaction. Insights for brands: The narrative around the product's function and ethics is as important as its physical composition.

Key success factors of The Supermodel Smoothie Trend: Vetting and Exclusivity: The Scarcity Model in Organic Retail

The sustained success relies on maintaining a strict standard of perceived exclusivity, quality vetting, and strategic partnership selection.

• Curated Celebrity Vetting. Erewhon’s key success factor is the careful selection of celebrity partners who embody the exact aesthetic the brand represents: supermodels, health gurus (Gary Brecka), and high-status musicians (Erykah Badu). This strict vetting process ensures that every collaboration reinforces the brand’s core identity as the source of "supermodel" wellness. The partnerships feel authentic to the LA health scene.

• The Ethical Sourcing Mandate. The company's commitment to "a family-owned organic food retailer and café, offering nutrient-rich goods sourced from local growers and ethical brands" is non-negotiable. This high standard of sourcing is the essential foundation that justifies the premium cost and provides a firewall against mass-market competition. This commitment to organic and local acts as a necessary license to operate at the $22 price point.

• Hyper-Local Retail Focus. By focusing on 11 highly strategic market stores in and around affluent Southern California, Erewhon maintains a strong sense of exclusivity and scarcity. The limited retail footprint contrasts sharply with mass competitors like Whole Foods (500+ outlets), ensuring the brand remains a destination purchase rather than a convenience stop.

Insights: Authenticity in celebrity choice and rigorous adherence to the ethical sourcing promise are non-negotiable for maintaining the premium tier. Insights for consumers: They trust the brand's vetting process, ensuring they are purchasing the best-available functional ingredients. Insights for brands: Strategic scarcity in distribution can yield greater brand power than mass market expansion.

Key Takeaway: Experience-Over-Value: Purchasing Public-Facing Health Narratives

The primary insight is the consumer's willingness to prioritize the holistic experience and narrative of the purchase over the traditional metrics of cost-per-ingredient value.

• The Effortless Health Persona. The smoothie serves as a simple, consumable purchase that instantly communicates the consumer's alignment with elite health practices (collagen, adaptogens, superfoods) without the perceived effort of having a personal chef or fitness trainer. This ease of adoption is critical in a busy, status-driven environment.

• The Digital Documentation Loop. The purchase is designed for public consumption and documentation. The beautiful fuchsia swirl of the Strawberry Glaze Skin Smoothie is photogenic, ensuring it circulates well on social media. The consumer pays a premium for a product that is perfectly optimized for the visual demands of their digital lifestyle.

• Acceptance of the "Sparkle" Tax. Consumers are fully aware they could make a "superfood smoothie for a fraction of the cost," but they choose to pay the premium for the "celebrity sparkle." This confirms that the intangible asset—the brand association, the status, the content potential—is the primary driver of the transaction, not the ingredient cost.

Insights: The market now places a quantifiable value on "celebrity sparkle" and effortless aesthetic health. Insights for consumers: The product is a self-branding tool that communicates high-status commitment to wellness. Insights for brands: The celebrity-associated product commands a premium that traditional products cannot match.

Core consumer trend: The Liquified Luxury: Converting Health Purchase into Social Capital

The core consumer trend is the use of high-priced, conspicuous health products as a means to translate personal wealth into publicly visible social capital within the wellness ecosystem.

The consumer has merged the luxury goods purchase model with the functional food category. By buying the $22 smoothie, the consumer isn't just seeking internal health benefits; they are performing a high-status ritual that is recognized and validated by their peers and social circles. This is a form of Liquified Luxury—a consumable, transient item that instantly communicates belonging to an affluent, wellness-focused subculture. The demand for the item in hyper-affluent areas proves that the purchase is driven by context and visibility, reinforcing the idea that where you buy it, and who you buy it from (i.e., the celebrity collaborator), matters more than the cost-effectiveness of the ingredients.

Insights: The social value of the transaction vastly outweighs the physical value of the product. Insights for consumers: This trend simplifies the complex narrative of elite wellness into a single, purchasable, and shareable item. Insights for brands: Retailers can leverage social stratification and aspirational culture to create unprecedented price elasticity.

Description of the trend: The Functional Food as a Fashion Accessory

The Supermodel Smoothie trend defines a retail strategy where a functional food item is marketed and consumed as if it were a high-end fashion accessory—a visible, transient marker of style and status.

• The Visual Aspiration Element. The smoothies are visually appealing and highly optimized for digital documentation, featuring vibrant colors and swirls (e.g., fuchsia) that make them distinct and recognizable in a social media feed. Like a designer handbag or a luxury watch, the smoothie is carried and photographed to signal the consumer’s financial and aesthetic alignment.

• The Contextual Consumption Model. The consumption of the product is highly contextual, thriving in the affluent, health-conscious environment of Los Angeles. The physical act of buying and holding the Erewhon smoothie within these specific, high-status locations is part of the overall value proposition, distinguishing it from simply purchasing a smoothie at a common market.

Insights: The product's primary function is now aesthetic and communicative, secondary to its nutritional function. Insights for consumers: They are buying a transient form of status that must be constantly repurchased to maintain visibility. Insights for brands: Packaging, color, and photogenic qualities are now critical performance indicators for functional foods.

Key Characteristics of the trend: Complex Ingredients & Contextual Consumption

The trend is characterized by the convergence of highly specialized nutritional elements and the specific geographic context of its consumption.

• The Adaptogen and Superfood Stack. A defining characteristic is the intricate composition of the smoothies, featuring specialized, high-cost, and often difficult-to-source functional ingredients (collagen, adaptogens, lion's mane, sea moss). These complex "stacks" provide a technical justification for the premium price while appealing to consumers immersed in advanced wellness culture.

• Exclusivity through Price and Location. The characteristic reliance on a $20+ price point and highly concentrated, affluent retail locations (SoCal) ensures the product remains exclusive and aspirational. This combination prevents the brand from becoming diluted or losing its cachet through mass market availability.

Insights: The trend thrives on a duality of advanced nutritional complexity and straightforward status communication. Insights for consumers: They embrace the complex ingredient list as evidence of superior product quality and efficacy. Insights for brands: Maintaining scarcity and pricing power is essential to the brand's perceived value.

Market and Cultural Signals Supporting the Trend. Hyper-Local Demand in Affluent, Influencer-Dense Regions

The market signals confirm that the trend is a reflection of the economic and cultural dynamics prevalent in affluent, digitally connected urban centers.

• Google Trends Geo-Specific Spikes. The definitive search spikes in Manhattan Beach, Beverly Hills, and Santa Monica act as clear market signals. This demonstrates that interest is highest where wealth and influencer culture are most concentrated, confirming the product's status as a regional luxury asset.

• The Health-Conscious Celebrity Endorsement Wave. The continuous flow of high-profile collaborations (Hailey Bieber to Erykah Badu) signals that the trend is a pillar of celebrity-driven wellness marketing. This ongoing cycle proves that the market's attention can be maintained through curated, high-impact cultural partnerships.

Insights: The geographical concentration of demand provides a clear blueprint for which markets are ready for the extreme premiumization of functional foods. Insights for consumers: The trend validates their choice of highly exclusive, geographically specific brands. Insights for brands: Partnering with cultural leaders is the most effective way to scale a high-price narrative.

What is consumer motivation: The Validation Loop: Seeking Alignment with Aspirational Icons

The primary motivation for the consumer is the desire for instantaneous identity alignment with the high-status, aesthetic, and health goals represented by the celebrity endorsers.

• The Aspirational Mimicry. Consumers are motivated by the desire to mimic the lifestyle of figures like Hailey Bieber or Kendall Jenner. Purchasing the exact smoothie they endorse is the simplest, most direct way to participate in their aesthetic and perceived wellness routine, regardless of personal fitness or personal chefs.

• The Low-Effort Health Ritual. The motivation is to find a low-effort solution for consuming complex, high-value nutrients. Instead of sourcing, preparing, and blending multiple expensive ingredients, the consumer pays a premium for the convenience of an expertly crafted, ready-to-drink elixir.

Insights: Motivation is driven by social signaling and the consumer's pursuit of a convenient, high-status health identity. Insights for consumers: The purchase is motivated by the immediate gratification of feeling aligned with elite wellness. Insights for brands: Selling convenience and status in one package is a powerful motivator for affluent consumers.

What is motivation beyond the trend: The Effortless Health Hack: Buying Time and Celebrity Access

Beyond the surface trend, the underlying motivation is a strategic, economic decision to purchase time and symbolic access to the exclusive circles of wealth and health.

• The Time-Value Proposition. For high-income consumers, the $22 price tag is justified by the amount of time saved in sourcing and preparing the complex, exotic ingredients (sea moss, chlorella, etc.). They are strategically buying time and expertise, which is a key motivator in affluent demographics.

• The "In-Crowd" Access Point. The motivation is to secure an effortless access point into the social ecosystem of the Los Angeles wellness elite. Being seen with the smoothie, or engaging in the conversation around the latest collab (Erykah Badu), provides symbolic entry and currency within this exclusive community.

Insights: The consumer views the $22 cost as a strategic premium for convenience, expertise, and status access. Insights for consumers: They are optimizing their financial decisions based on the high value of their personal time. Insights for brands: Emphasizing the complex ingredients that the customer doesn't have to source adds significant value.

Description of consumers: The Aspirational Alchemists

Consumer Segment Name: The Aspirational Alchemists

This consumer segment consists of digitally native, status-conscious individuals who use strategic, high-value purchases to project an image of effortless, holistic wellness and affluence.

• Savvy and Status-Driven. They are highly aware of trends and use consumption as a tool for personal branding and social positioning. They are not easily fooled by low-quality products, but willingly engage in premium purchases when the status return is high.

• Time-Poor, Value-Rich. Their high earning potential makes their time extremely valuable, leading them to prioritize convenience, even at a significant financial premium. They are willing to pay for expertise and curation.

• Geographically Concentrated. This segment is largely located in affluent, urban centers with dense influencer populations, where the social cost of not participating in the trend is higher than the financial cost of the product.

Insights: This segment converts financial capital into social and health capital via strategic retail transactions. Insights for consumers: The product choice is a carefully calibrated signal about personal values and affluence. Insights for brands: This segment is the most receptive to high-price, high-concept branding narratives.

Consumer Detailed Summary: The High-Value, High-Visibility Shopper

This section summarizes the key demographic and lifestyle traits of the consumers driving the supermodel smoothie trend.

• Who are them: High-Value, Digitally Engaged Urbanites. They are sophisticated consumers who prioritize self-care, wellness, and aesthetic presentation. They are active on social media, follow celebrity and wellness trends closely, and value organic, ethical sourcing.

• What is their age?: Primarily Younger Millennials and Gen Z (25-45). This demographic has the disposable income to support the price point, coupled with the digital fluency and deep-seated desire to mimic celebrity-driven aspirational lifestyles.

• What is their gender? Gender-Agnostic, with Female-Led Aspiration. While the trend is driven by female supermodel collabs, the underlying motivations (health, status, convenience) are gender-fluid. The core consumer is anyone actively engaged in the aspirational, public-facing wellness market.

• What is their income? High-to-Upper-Middle Income. They possess sufficient disposable income to easily absorb the $20-$22 price tag for a daily or weekly purchase, viewing it as a minor expense for a major status return. The high-price acts as a vetting mechanism for the demographic.

• What is their lifestyle? Holistic, Status-Driven Wellness. Their lifestyle is centered around holistic health, prioritizing organic consumption, functional superfoods, and physical fitness. They actively document their choices on social media, living a public life that romanticizes their health habits.

How the Trend Is Changing Consumer Behavior: The Transactional Health Purchase

The trend has fundamentally changed how consumers approach health food purchases, normalizing the immediate exchange of extreme price for extreme convenience and status.

• Normalization of Premium Food Expenditure. The $20-$22 smoothie price tag is normalizing a dramatic increase in the amount consumers are willing to spend on a functional food item, fundamentally altering the perceived value ceiling for high-end beverages. This shifts spending from multi-serving home products to single-serving retail indulgence.

• Shift from DIY to DIT (Do-It-for-Me). Behaviorally, consumers are shifting away from the cost-saving DIY preparation of superfood smoothies at home, preferring to pay the premium for the brand’s expertise, ingredient vetting, and the convenience of the ready-made status symbol.

• Celebrity as a Buying Guide. Consumers are now looking to celebrity endorsements, not traditional food critics or dietitians, as the primary signal for high-quality, high-status food products. This reliance on cultural figures as buying guides is a significant change in consumer trust hierarchy.

Insights: Consumers are trading financial thrift for cultural convenience and social validation. Insights for consumers: The trend reduces the complexity of sourcing high-end ingredients to a simple retail transaction. Insights for brands: Celebrity association creates immediate consumer trust and bypasses traditional marketing costs.

Implications of trend Across the Ecosystem: The Retail/Celebrity Co-Branding Blueprint

The trend has profound implications for how retailers, brands, and celebrities co-exist, establishing a powerful new model for product launch and monetization.

• For Consumers

  • Price Elasticity: They become accustomed to, and accepting of, extremely high prices for single-serving functional foods, potentially altering their spending habits across other food categories.

  • Aesthetic Pressure: The continuous social media documentation places increased pressure on consumers to engage in high-status, photogenic consumption rituals.

• For Brands and CPGs

  • Monetization of Influence: The trend provides a blueprint for CPGs to monetize celebrity influence through direct product co-branding, rather than just traditional endorsements.

  • Ingredient Focus: It validates the need for CPGs to prioritize complex, functional ingredients (adaptogens, nootropics) that provide a clear rationale for premium pricing and storytelling.

Insights: The ecosystem is moving towards high-velocity, high-cost collaborations with built-in social media virality. Insights for consumers: The value of convenience and celebrity cachet has never been higher. Insights for brands: The margin potential on single-serve premium functional foods is highly disruptive to the retail market.

Strategic Forecast: The Scalability of Hyper-Local, Hyper-Premium Models

The strategic forecast suggests that this high-price, celebrity-driven, curated model will be replicated in other affluent urban centers globally, challenging the mass-market dominance of competitors.

• Geographic Replication: Expect similar hyper-premium organic/wellness retailers to emerge and thrive in other global hotspots with high wealth and dense influencer populations (e.g., Miami, London's Notting Hill, Sydney). The demand is proven by the search data.

• Blurring of Retail and Hospitality: Retail spaces will continue to evolve into experiential destinations and social hubs, where the environment is as much of the product as the items sold. The smoothie bar becomes a quasi-nightclub of wellness.

Insights: The hyper-local, high-price model is a powerful, replicable strategic framework for niche retail dominance. Insights for consumers: Expect an increasing number of exclusive, high-cost wellness products to enter the market. Insights for brands: Scarcity and perceived exclusivity are the new drivers of high-margin retail growth.

Areas of innovation (implied by trend): The Adaptogen and Nootropic Supply Chain

The trend points to critical areas for innovation, particularly in the sourcing, standardization, and delivery of complex functional ingredients.

• Standardization of Superfoods: The use of complex ingredients like sea moss and lion's mane suggests a need for innovation in standardizing their potency, bioavailability, and flavor profiles for mass (or hyper-premium) retail production.

• Direct-to-Consumer (DTC) Kit Adaptation: Innovation will likely focus on creating DIY kits that allow consumers to replicate the celebrity smoothie ingredients at home, offering a lower-cost alternative to the $22 retail purchase.

• Co-Branded Functional Ingredients: Expect more CPG companies specializing in ingredients (e.g., collagen peptides, adaptogen powders) to seek out celebrity co-branding opportunities directly, bypassing the final product retailer.

Insights: The next phase of innovation will focus on making the complex ingredients that justify the price more accessible or more powerful. Insights for consumers: They will benefit from new, standardized ways to consume high-potency functional ingredients. Insights for brands: The high demand for these specific ingredients presents massive opportunities in supply chain and product development.

Summary of Trends: The Next-Gen Retail Playbook

The Supermodel Smoothie phenomenon is driven by a simple equation: Extreme Price + Extreme Status = Viral Demand.

Trend	Trend Name	Trend Description	Insight	Implications
Core Consumer Trend	Liquified Luxury	Purchasing a $20+ smoothie as a visible, consumable marker of status and wealth.	The product's social value exceeds its material cost.	Normalizes extreme price elasticity in functional food.
Core Social Trend	Celebrity as Currency	High-profile collaborations are the primary driver of search, demand, and virality.	Influence creates immediate, hyper-efficient market demand.	Makes strategic partnership mandatory for category dominance.
Core Strategy	Scarcity & Affluence	Retail strategy focused on limiting distribution to affluent areas to maintain exclusivity and aspiration.	Niche, high-margin density is preferable to mass market ubiquity.	Blueprint for replication in global high-net-worth markets.
Core Industry Trend	Functional Stacking	Reliance on complex, high-cost superfoods (adaptogens, sea moss) to provide functional justification for the price.	Ingredient complexity serves as a rationalization for high premium.	Drives innovation in the adaptogen and nootropic supply chain.
Core Consumer Motivation	Effortless Alignment	The desire to instantly align with an elite, aesthetic health narrative without personal effort (buying time).	Time savings and identity purchase justify the high expenditure.	Requires brands to minimize the friction of aspirational consumption.
Core Insight	Aesthetic Premium	The cost is proportional to the product's photogenic quality and social media shareability.	Visual appeal is a measurable asset that commands a high price.	Design and packaging must be optimized for digital documentation.

Main Trend: The Superlative Purchase

The main trend is the Superlative Purchase: the consumer is no longer content with "good" or "healthy"; they demand the "best," the "most expensive," and the "most exclusive" product as a validation of their own superlative status. This shift elevates the consumption of organic food from a simple health choice to a competitive social ritual, where the high price point acts as a badge of honor and commitment to the elite wellness ethos.

Trend Implications for consumers and brands: The Halo Effect of Celebrity Association

The trend dictates that the celebrity collaboration creates a Halo Effect that instantly extends the star's aesthetic, cultural relevance, and perceived health status directly onto the retail product. For consumers, this means they receive a tangible piece of that halo with every purchase. For brands, this association translates directly into higher conversion rates, extreme brand equity, and the ability to command prices vastly exceeding their competitors.

Insight: The true commodity being sold is symbolic access to a celebrity-driven, aspirational reality. Insights for consumers: The purchase is an emotional investment in self-improvement and public image. Insights for brands: Invest in cultural alignment over traditional advertising spend for maximum ROI.

Final Thought (summary): The Convergence of Health, Wealth, and Influence

The rise of the supermodel smoothie is the clearest signal yet of the total convergence of the health, wealth, and influence economies. Erewhon has proven that price sensitivity is irrelevant when a product is successfully positioned as a non-negotiable status symbol within an elite cultural context. The consumer is consciously engaging in an economic transaction where they buy three things at once: complex functional nutrition, ultimate convenience, and, most importantly, the high-status narrative of their favorite celebrity. This model is highly disruptive, defining a new era of retail where conspicuous wellness is the ultimate luxury good.

Final Insight: The new luxury is conspicuous, consumable wellness.

The key takeaway is that brands must recognize that the most successful products in the modern market sell not physical substance, but cultural alignment and social validation at a premium.

Source: https://www.thesun.co.uk/wellness/diet-nutrition/37347478/erewhon-supermodel-smoothie-bieber-google-trends/