<\/p>\n
On his latest album, Justin Bieber kicks off a song about his wife, Hailey Bieber, referencing her \u201ciPhone case\u201d with \u201clip gloss on it.\u201d<\/p>\n
To many, including her husband, Bieber\u2019s brand Rhode Skin has become known as much for its products as the cases that hold and display them. In addition to $38 iPhone cases, Rhode has created a mirror holder for its Glazing Mist and a gold chain to display its Peptide Lip Tint, which was met with mixed reactions this summer.<\/p>\n
Like the holders or not, Alex Center, founder of design and branding company Center, told us last year after the Rhode Lip Case was first released that he expected more brands to begin selling product accessories or product holsters as a form of marketing.<\/p>\n
\u201cCell phone, wallet, keys\u2014those are the things we need to invest in,\u201d he said. \u201cIt makes a lot of sense to put [a product] on a keychain or connected to a cell phone.\u201d<\/p>\n
It seems marketers got the memo. Kathleen Braine, CMO of 818 Spirits, told us that the tequila brand took inspiration from Rhode in developing a holder that connects to a keychain charm for its new line of minis.<\/p>\n
\u201cIf you can put a lip gloss in your bikini strap, why not a mini tequila bottle?\u201d she told us.<\/p>\n
Justin Bieber\u2019s fashion brand Skylrk was reportedly inspired by Rhode to create a joint-holding phone case earlier this year. At the same time, as Labubus and bag charms have gained popularity in recent years, more brands ranging from Glossier to Fenty Beauty to Dior have created clip-on product holders and keychains that put their brand on display and, ideally, help customers accessorize on-the-go items.<\/p>\n
This summer, Glossier collaborated with Magnolia Bakery on a banana pudding\u2013flavored Balm Dotcom lip balm, and with it, released a keychain to hold the balm alongside banana, star, and Glossier-branded charms.<\/p>\n
Veronika Ullmer, head of integrated communications, partnerships, and impact at Glossier, told us via email that the beauty brand was inspired to create the keychain holder a couple of years ago after seeing customers \u201chole-punching their Balm Dotcom tubes and adding charms\u201d on social.<\/p>\n
The product description for the keychain encourages people to clip it to their keys, jeans, and handbags. By publicly displaying the balm, Ullmer agreed that it helps Glossier build brand visibility and cultural relevance. Beyond that, she said it also encourages self-expression and community-building.<\/p>\n
\u201cIt creates instant connection,\u201d Ullmer said. \u201cWhen you see someone else with a Balm Dotcom keychain, it\u2019s an immediate bond\u2014another way our community finds each other beyond the walls of our stores.\u201d<\/p>\n
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Having a product on display also, essentially, makes customers into brand ambassadors. When designing the holder part of its keychain, Braine said 818 intentionally made it to fit the unique shape of its mini bottle, with an opening to display the brand label as part of an effort to drive brand awareness and growth.<\/p>\n
Braine said that in many ways, a product holder is a new form of merch that helps create brand value and affinity, while \u201cadding to the culture.\u201d Beyond Rhode, she said 818 took inspiration from Glossier, Labubus, and Chanel bag charms when creating its product holder.<\/p>\n
\u201cOur consumers are really familiar with this,\u201d she said. \u201cThey\u2019re inundated with lifestyle brands, and they own Rhode or Summer Fridays or Kylie beauty and they have the Glossier banana clip\u2014all these really cute executions that started with the phone case in a very different way.\u201d<\/p>\n
As mini products gain popularity, some brands are finding that simply making something cute or quirky to display on a keychain can be an effective marketing strategy. \u201cIn all the discourse around keychains and little treats, I see a lot of comments that are like, \u2018But why?\u2019\u201d Braine said. \u201cWell, it\u2019s fun. Can\u2019t something just be fun?\u201d<\/p>\n
In the last year, Beyonc\u00e9\u2019s hair-care brand C\u00e9cred gave out cowboy shampoo bottle keychains during the Cowboy Carter<\/em> tour, Ikea created smiley meatball keychains, and Harry Styles teamed up with designer JW Anderson to make a\u2026not-so-subtly phallic keychain for his brand, Pleasing.<\/p>\n Last month, fast-casual restaurant chain Cava gave out pita-chip plushies in blind bags, and Andy Rebhun, chief marketing and experience officer, told us that the brand made a strategic decision to add a clip to each character after seeing the keychain trend emerge around the world. The result, he said, was visibility IRL and online.<\/p>\n \u201cIf you take a look at our socials or go down the TikTok rabbit hole, you see a lot of people who are super passionate about promoting what pita-chip character they got and attaching it to their bag or backpack,\u201d he said.<\/p>\n With so many heavy things happening in the news, Center said a little whimsy, sometimes mixed with functionality, might be exactly what consumers are looking for from brands.<\/p>\n \u201cThe thing that I\u2019m excited about is how fun it all feels,\u201d he said. \u201cThere\u2019s a playfulness and a joy that is happening from brands, and that\u2019s something the world needs right now.\u201d<\/p>\n<\/div>\n