Relish Uses Insights to Launch 'Curb Mask' Brand

In the UK, full service agency Relish has helped launch an eco-friendly, breathable face covering brand called Curb Mask, using data from its own consumer research. As CEO Monique Drummond explains: 'If we can innovate for our clients, why not do it for ourselves?'

Hammersmith-based Relish, which also has an office in Leeds, focuses on helping brands become more customer-centric using quant and qual insight. During the pandemic, the team conducted a study to examine how people feel about wearing a mask, and what they look for in a product. Feedback showed that 62% of the sample believe their employer should provide them with a mask if they're expected to travel in to their workplace; and more than 79% remain concerned about contracting Covid-19. The study also highlighted other unmet needs, including where to keep a mask when it's not being worn. In response to the latter issue, the team has developed an add-on product called a 'Curb Caddy' - a spring-top mask holder, which comes free with every mask purchased.

Drummond says Curb Masks are designed to be reusable, and comprise three-layers of cotton-lined, ultra-light material, available in a range of colours and sizes. 'Relish is an insight agency, but the team now has 'skin in the game' of a brand, and I am hoping our innovation stream takes off. I would like nothing more than the opportunity to be more than 'insight suppliers' but innovation experts. This is quite a departure, but the team is really excited by it', she adds.

Web sites: www.wearerelish.com and www.curbmask.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.