{"id":13415,"date":"2022-02-03T14:30:54","date_gmt":"2022-02-03T19:30:54","guid":{"rendered":"https:\/\/www.sageworld.com\/blog\/?p=13415"},"modified":"2022-02-03T16:42:16","modified_gmt":"2022-02-03T21:42:16","slug":"mixie-a-scent-above-the-rest","status":"publish","type":"post","link":"https:\/\/www.sageworld.com\/resources\/index.php\/2022\/02\/03\/mixie-a-scent-above-the-rest\/","title":{"rendered":"Mixie: A Scent Above the Rest"},"content":{"rendered":"\n

Over the last few years, self-care has been a big buzzword \u2013 with the pandemic really bringing to light the importance of how you care for yourself daily and not just through daily hygiene like brushing your teeth or taking a shower but taking care of your mental health too. Stressors multiplied overnight in early 2020 \u2013 events came to a halt, and many people lost their jobs. We faced an uncertainty that many of us hadn\u2019t seen before. Taking care of your mental health grew to be a much larger conversation, and topics like mindfulness became much more prominent. It became more acceptable to splurge on things that make you feel good, like a nice-smelling candle, some body lotion, or some bubble bath.<\/p>\n\n\n\n

HPG\u2019s newest brand, Mixie, focuses on bringing self-care and personal care items to the promotional products industry in a way that the market hasn\u2019t quite seen before. Purchased by HPG in 2020 and based in Minnesota, the brand has gone through a big shift over the last couple of years. I sat down with Trina Bicknell, CRO of HPG Brands, to talk about their newest brand and the uniqueness that it brings to the promotional products industry.<\/p>\n\n\n\n

When they first acquired Mixie, then called Webb, they knew they had something special. Webb had decades of experience in their signature craft. But, they had more products in their inventory than just personal care. Transitioning those non-personal items to their other brands, Beacon and Best, allowed the company to focus and invest in the health and wellness category, which comes across clearly in their new rebrand of Mixie.<\/p>\n\n\n\n

The rebrand included a stylistic approach to how they present and photograph each one of their products, bringing them to life in a way that at least I have never seen in the promotional products industry. Their approach is reminiscent of millennial-driven brands like Glossier, Target, and Hers. They\u2019ve ditched the plain white background and instead have brought in bright pastels and neons with a heavy drop shadow to bring their products to life in a more eyecatching way.<\/p>\n\n\n\n

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I was already excited to talk to Trina about Mixie for their marketing, but her excitement for the brand increased my excitement tenfold!<\/p>\n\n\n\n

You see, what makes Mixie such a stand-out in the industry is their ability to create custom scents and flavors. They can make any scent you could think of. Want it to smell like The Mandalorian\u2019s Razor Crest<\/em>? Or how about the Amazon rainforests of Brazil? Or maybe you want your lotion to smell like burnt popcorn (why, though?). They can make it happen. Trina tells me they have any scented oil that you can think of, and if a customer wants to make a hand sanitizer that smells like grandma\u2019s Thanksgiving dinner, they\u2019ll work with that customer until they get the scent precisely right. From there, they can put that scent in a variety of products, from lotions to lip balms, hand sanitizer, and more. <\/p>\n\n\n\n

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When it comes to creative and noteworthy marketing \u2013 this fits the bill. They recently developed a line of products for a popular fast food company that smells like cheese curds! That\u2019s definitely a way to get people talking on social media. With other brands doing things like Swedish meatball scented candles or curly fry vodka, this type of marketing isn\u2019t going away. Honestly, I kind of hope it doesn\u2019t because it\u2019s a really fun way to get consumers to engage with a brand in a more nontraditional way \u2013 and Mixie is primed to help you do that!<\/p>\n\n\n\n

Another benefit of their scents is their mixability. Say you have cherry blossom scented hand sanitizer, and your friend has a lemon scent. You two could mix your hand sanitizers to create a really nice new scent \u2013 and that\u2019s just what they demonstrated at The PPAI Expo in Vegas last month. They invited attendees to come up and get some hand sanitizer from their hand sanitizer wall (how smart and cool!) and had them mix them together in their hands. Trina said it was a massive success, and they had a ton of fun with their attendees.<\/p>\n\n\n\n