Since 2020, Canopy has been trying to make humidifiers cool.
The beauty technology company, which has reached $40 million in revenue since its inception, is now taking another step forward with its latest and most requested launch, according to the brand. The portable humidifier ($100) is available on Canopy’s website. Wednesday.
Humidifiers are proving to be a hot category, according to Canopy co-founder and head of product Lucas Rappe.
“If you look at Google Trends, there is more search volume than air purifiers.”[s],” he said. “It’s also a very hot category. People hate humidifier maintenance.”
Throughout its design, the Canopy team has worked to address key pain points such as mold growth and unsightly packaging. For example, the Canopy humidifier ($150) is dishwasher safe, comes with a replaceable filter to prevent mold, and looks great on your bedside table while also being used regularly over time. It is designed to be possible.
“It’s no longer a disposable product,” said Canopy co-founder and president Justin Seidenfeld. “This is one interesting change in behavior regarding humidifiers that most people may not have thought of, but something that speaks to why this is a more sustainable and evergreen approach to the category.” is.”
Additionally, the humidifier also features an aroma pack that allows users to drip essential oils to diffuse specific scents.
canopy humidifier
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The portable version is the most requested product by Canopy consumers.
“We wanted to extend this to places where people are traveling and where people spend the rest of their day working or in front of their computers,” Lappe said.
The team says humidifiers are often seasonal products, meaning users can throw them away after a few months. Canopy is taking a new approach, positioning itself as a beauty and baby care brand that should be used year-round, rather than focusing on cold and flu season benefits.
“What we’ve done with Canopy is to move away from the idea that conversation is something you only need when you’re sick or your child is sick, and instead think of it as something that should be done regularly as something that clears the air.” ” said Rappe (hence the travel version).
With this mission in mind, the brand’s beauty positioning has proven particularly successful and is available at Sephora.com, Violet Grey, Bluemercury, and Nordstrom.
“We tackled the beauty field head-on because there was an existing trend, especially in South Korea but also in the US, of some beauty professionals using humidifiers as a beauty hack and using them all year round. ,” Rappe said.
Beauty and health benefits are thought to include increased skin hydration and improved sleep. To further strengthen its position in the category, Canopy has partnered with several beauty brands such as By/Rosie Jane, Laneige, and The Skinny Confidential to increase brand exposure. Additionally, the brand recently launched a shower head with a filter ($150), entering a market crowded with scalp and hair care brands with their own versions.
shower head with canopy filter
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Rappe said the brand’s core customers are Sephora shoppers.
Seidenfeld added:[It’s] Women between the ages of 20 and 45 are significantly more skewed than men. ”
Parents are also a core customer, and the brand has launched a children’s humidifier ($150).
Canopy has sold more than 175,000 devices and emphasizes bringing wellness into the home. Consumers are becoming increasingly comfortable implementing technology into their homes that has the potential to improve their daily health, especially post-pandemic.
Because the brand’s products require regular filter replacement, the subscription model has become important across channels such as the brand’s website, Sephora.com, and Amazon. Subscription revenue in 2023 increased 50% year over year. Additionally, this model accounts for 40% of direct revenue and over 80% of new customers opt in at the time of purchase. Lappe attributes the model’s success to “surprise and delight.”
“It’s not this one transaction that we get our customers to buy into. What’s really important is the idea that we need to keep our customers loyal,” he said. “That’s where our partnership comes into play with subscribers. Get a free gift with every purchase.”
Lappe said Canopy plans to further develop in the humidifier space and expand its retail and product offerings.
“[We’re] We will continue to develop the humidifier category,” he said. “There’s a lot of work that’s being done to target specific customer groups, especially when you think about adolescents and their subsequent restroom persistence.”