The New Stanley Quencher? The must have accessory that has a 125 year history
In a marketplace where heritage brands are rediscovering their shine, Bag Balm's transition from barnyard staple to a viral beauty favourite may be set to echo the craze seen with the Stanley Quencher Mug. Both known for their practicality and affordability, these brands have become emblematic of how products can evolve into lifestyle essentials through the power of social media. Yet, their paths to viral fame reveal distinct narratives about consumer behaviour and the authentic appeal of traditional products in the digital age.
Bag Balm, originally concocted in 1899 for dairy cows in Lyndonville, Vermont, has now emerged as a must-have item in the beauty bags of trendy Gen Zers, much like how the Stanley Mug became an indispensable accessory for hydration-conscious consumers. Unlike Stanley's ascent, which was propelled by strategic marketing, Bag Balm's rise was fuelled organically through genuine user endorsements. These were shared across platforms like TikTok, where its practical benefits and multi-use capabilities have been celebrated under the hashtag #bag balm, amassing millions of views.
This trend reflects a broader consumer shift towards authenticity and heritage, valuing the backstory and utility of products over the gloss of modern marketing. Bag Balm’s story is especially compelling because it involves a product that has maintained its original formula and purpose, yet has been rediscovered and appreciated in a completely different context.
However, the sudden burst of popularity on social media platforms poses unique challenges for heritage brands like Bag Balm. While the viral fame can provide a significant boost in visibility and sales, it also tests the brand’s ability to scale production and meet new consumer expectations without compromising on quality or identity. This balancing act is critical as Bag Balm navigates its newfound popularity, much like Stanley has successfully managed to do by integrating its products into the retail industry that is ‘lifestyle’ and maintaining continuous engagement with its audience.
Bag Balm’s story prompts an intriguing question about the longevity of social media-driven trends. Will it remain a staple in beauty routines, or fade as the next viral product takes over the spotlight? For Bag Balm, maintaining momentum might involve leveraging its unique history and proven efficacy to solidify its place not just as a trend, but as a trusted brand in the beauty and skincare industry.
As Bag Balm celebrates its 125th anniversary, it not only commemorates its longstanding heritage but also embraces a new chapter where it continues to be relevant in a vastly changed consumer landscape. This scenario mirrors the Stanley phenomenon, where a product initially designed for a specific use, finds a broader appeal and becomes integrated into daily lifestyles of diverse demographics.
The evolution of Bag Balm from a simple farm ointment to a celebrated beauty product illustrates the unpredictable dynamics of brand revitalisation in the age of social media. It also underscores the potential for old-world products to find new life and relevance, reminding us that in the digital era, the stories behind the products can be just as compelling as the products themselves.
As we observe the continued success of brands like Stanley and Bag Balm, it becomes clear that authenticity, history, and practicality are resonating more than ever with today’s consumers. For other heritage brands looking to break into contemporary markets, the journey of Bag Balm offers valuable lessons in staying true to one's roots while adapting to the new digital marketplace. In this way, Bag Balm carves out its own niche and proves that sometimes, the most enduring products are those that remain genuine and grounded in their original purpose.
