This morning I read an article about how "skinny" has become one of the hottest phrases in the marketing world. And while the piece focused on food and drink, it got me thinking about other industries that employ the same strategy.
Consumer-research psychologist Kit Yarrow told Ad Age that "Skinny is the new 'baby,' as in baby carrots [and] baby spinach. It personifies food and makes it more endearing." But what about skinny jeans or skinny hair serum? If you ask me, the marketing power of "skinny" reaches far beyond what we eat and drink.
Heck, there are even skinny promotional products! Take our hot & cold skinny tumbler, for example:
Do marketers really apply the term "skinny" to our clothes and hair products for the cute factor? I'm not sure I'm buying it.
If you ask me, it's pretty obvious that marketers use "skinny" in order to tap into the consumer's psyche. In today's looks-obsessed society, we're constantly being offered solutions for trimming down. I'd go as far as to bet that even something as simple as holding a skinny water bottle might make some people feel more slender.
What do you think? Is the term "skinny" in marketing meant to mess with our heads? Or is it, as Ms. Yarrow said, simply the lighthearted 'it' phrase of today?