adventure lifestyle brand

Add another exciting brand to the list of adventure lifestyle brands like LL Bean, REI and Patagonia. It’s UK-based Passenger clothing, launched in 2012.

As a brand strategy + activation firm focused on health, wellness and active lifestyle, we were excited to connect with brand manager, Richard Sutcliffe. We talked about brand positioning, connecting with customers and about social media. And Passenger is using social media in new and exciting ways – as a platform to build communities around like-minded consumers, stretch brand meaning beyond clothing and create a distinct culture.

Tell us about your brand Richard…

Passenger originates from the South Coast of England near the New Forest situated a few minutes from the coast and the forest.  Both of these elements are a constant source of inspiration. Our Ethos is very simple. We aim to share what we as a team are passionate about and unite like-minded people through a sense of community.

We are dedicated to developing products that reflect everything we live for. We have a unique style that is based around balance, the balance between simplicity and functionality. We aim to really push the boundaries when it comes to quality and bridge the gap between style and the outdoors.

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A big part of the ethos for Passenger is being in or around the sea, it’s at the heart of what we do along with the music that inspires us, the places we see and experience as well as the people we meet along the way. We live for the outdoors, art, photography and adventure.

There are so many people that endure the rat race everyday, but like us, are constantly seeking adventure and the freedom that can bring. We want to inspire people to find their own paths, push their boundaries and embrace their own journey whatever that might be. 

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What role does social media play in your overall brand strategy?

Social media plays an important role for us and our like-minded customers. Beyond being able to engage directly with them, it helps reassure them of our values, lets them know (based on their interests and desires) what we’ve been up to as far as trips and adventures, lets us showcase new products and gives them a look at what’s going on with our brand.

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As a lifestyle brand, how do you authentically engage your customers? 

Being an adventure lifestyle brand we try and engage our market by actually living the lifestyle and ethos. We are a fairly small team and most of us in our free time can usually be found on a surf adventure, exploring the wilderness and generally living the life we showcase. This enables us to have a good understanding and relate to our audience as we love what we do. We often share posts and content from our own adventures and this resonates with people and helps us connect on a more personal level. We really love communicating with people who share similar values with, and who are inspired by, what we are doing.

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How do you feel social media can connect you to customers who may not find you through traditional channels?

Social media has such a big reach globally that we can directly impact individuals we would not be able to reach otherwise. It also allows us to reach a more defined market that potentially could be interested in what we have to say. It allows people to interact with us, and we can answer questions, share stories and information and connect a network together who share the same passions such us adventure lifestyle

Each platform (whether Twitter, Facebook, Pinterest, etc.) has its unique strengths based on what we’re trying to do. We personally like to work closely on Instagram. Photography is a big part of our brand, and it enables us to use images to tell our story and engage with our audience.

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Final thoughts…

As a brand we are passionate about sharing stories, adventures and inspiring people. So please do say hi to us. As you’ll see, we’re more than just a UK surf brand or adventure clothing brand. Also, we have recently launched our Waves and Trees Project. These are the two elements that continue to map out our adventures, drawing us to explore new destinations and inspire us, being surrounded by both at our home in The New Forest, England. We’re actually in discussions now to make this part of a wildlife and conservation programme in our local area.

You can find Passenger online:
Instagram: @passengerclothing
Twitter: @passengerwear

All photos courtesy of Passenger. 


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This article on – Social Media For Health Care, Who’s Doing It Right, highlights five healthcare social media campaigns that, according to author Steve Olenski, show you how it’s done.

Featured are these five organizations:

J&J: which launched its Care Inspires Care campaign, after seeing surveys indicating most people believed the world is a less caring place. The company created a Facebook page where people could share acts of care, and it named several health care organizations, FIFA World Cup volunteers, and J&J employees “Champions of Care.” J&J also created children’s books inspired by stories of health care workers who took care of sick children.

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GE Healthcare: whose campaign to boost the company’s image and attract top technology talent, created a Tumblr blog filled with stunning radiology images titled “The Pulse on Health, Science, and Technology.” It contains images of creatures, from humans to insects to one-celled organisms, rendered using imaging studies like MRI, computed tomography, X-ray, and PET scans.

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Arkansas Children’s Hospital: during the Summer, kids risk of death and injury significantly increases. To raise awareness, the hospital developed the #100DeadliestDays campaign, featuring a downloadable parent-teen driving agreement, infographics on topics like fireworks safety, and an Injury Prevention Center content hub providing fact sheets about risks to child safety.

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Melanoma Patients Australia: Facing increasing melanoma diagnoses in Australia, particularly for people ages 15 -30, MPA opened social network accounts for Melanoma. When Australians tweeted or posted about sunbathing, tanning, or spending days outdoors using hashtags like #beach, #sun, or #pool, an algorithm detected the posts and sent an immediate response from Melanoma. The campaign reached over 2 million people and drove a 1371% increase to the mobile site.

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United Healthcare: As part of Source4Women, its digital and social media initiative promoting women’s health, United Healthcare created the #WeDareYou campaign. Every month, United Healthcare posts a series of challenges, daring women to live healthier lifestyles.

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These campaigns are successful, according to the author, because they mix timely health advice with clever calls for participation. And ultimately, can help bring out the healthiest lives in all of us.


We agree that they’re successful. They’re definitely true to each brand. And they target customers at the right time and address real needs or desires (though J&J’s campaign feels a bit more “institutional”).

As a company, however, we believe that social media at its best, transcends campaigns and marketing departments. To us, unlocking the full potential of social media (and brand building) means integrating social across all business functions, from sales to customer service to human resources – to be able to engage and interact with your target audience. We refer to this idea, and the principles behind it, as building Social Brand Capital.

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Pinterest for Beauty Brands

This past September, Pinterest released its monthly user total for the first time since the social media platform’s launch, and the number was big. Over 100 million big.

Unlike Facebook, which has become notoriously fraught territory for marketer’s trying to drive organic reach for their posts and products, Pinterest users are coming to the platform specifically to find new and trendy products, along with ideas for how to use them.

According to a survey conducted by Millward Brown Digital, 51% of active Pinners make purchases in the category of Hair and Beauty with the help of Pinterest. The agency also found that in the six months prior to the survey, “96% [of users] reported they use Pinterest to research and gather information. Ninety-three percent reported that they use Pinterest to plan for purchases, and another 87% reported Pinterest engagement has helped them decide what to purchase.”

As Pinterest continues to grow as a social media community, the opportunity for skincare and beauty brand marketers to drive business directly to their eCommerce site is a no brainer, but in order to be successful, here are five factors to keep in mind.

1. Photos should be bright and appealing

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Product photos are great, but with the amount of images thrown at consumers every day, there is a real need to stand apart. We love how Le Labo uses the elements of their products to create beautiful and shareable images that any Pinner would want on their boards.

2. Include How To’s

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Pinterest users flock to the site to learn about the latest trends in food, decor, and beauty, and sometimes it takes more than a great photo to get from the Pin to the shopping cart. We recommend sharing a little knowledge with your audience. Whether demonstrating how to use one of your hero products, or incorporating your star moisturizer in a tutorial on the perfect makeup routine, a little information goes a long way in getting your content shared over and over again.

3. Share your inspiration

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At Trajectory, we are big proponents of living your brand belief. Alongside your product shots and how to’s, be sure to include a few boards that show what inspires you as an organization. Are you all about living an active lifestyle and healthy eating? Create boards dedicated to sharing healthy recipes and workout tips. Passionate about animal adoption? Create a board with Pins that feature pets in need of a home.

4. Use Hashtags

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There is a right time, and a wrong time, and here is the perfect opportunity to get it right. Use hashtags to highlight your key phrases (#skincare #naturalbeauty #organicmoisturizer), while avoiding the temptation to go overboard. There are plenty of Pinners (myself included) who use Pinterest as a search engine. Make sure you get yourself found!

5. Keep Pinning

pinterest for beauty brands

And re-Pinning! As with any social platform, it is crucial to keep your content fresh and relevant. Yes, you can binge Pin for a month, and still do well, but consistent pinning and interaction with other Pinners will keep you relevant and ensure that your content continues to be shared.

Finally, follow Trajectory on Pinterest, and we will follow you back! We would love to see your brand in action.



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Interesting article by Deanna Utroske at cosmetic – At-home beauty devices market to outpace spa and salon segments through 2020.

According to P&S Market Research, the beauty device market – valued globally at $19.7 billion – is projected to develop at a compound annual growth rate of 18.9%. The company points to three drivers:

1. a growing geriatric population
2. increasing prevalence of skin diseases; and
3. increasing disposable income leading to a rise in spending on personal care

But we’d add a 4th driver to this list: women desiring (but who can’t or won’t access) professional anti-aging treatments. This is based on our agency’s experience working as AOR to Palomar (now Cynosure) to help concept, shape, launch and grow the revolutionary PaloVia Skin Renewing Laser brand. It was the first ever FDA-cleared in-home laser clinically proven to reduce fine lines and wrinkles around the eyes.

At-home beauty devices fill the void for frustrated DIY’ers. These are women (largely between 40-60) who continue to experiment and hope with anti-aging beauty creams and lotions. And while they’ve pondered professional treatments, they’re perceived as inaccessible. Reasons are largely financial (too expensive), but also include being inconvenient, a sense that they require ongoing commitment and the emotional hurdle of recognition of aging.

These devices make “professional” dermatological level results available to this massive and growing audience – putting real results in their hands, from the comfort of their own homes. Propelled by the strong tailwind of these four drivers, it’s not surprising that forecasts are so strong.

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sephora vib picks

It’s that time of year again, when beauty junkies count their accumulated points, and save up to spend big with the promise of saving on their favorite products. That’s right, today we get to see one of the biggest examples of brand loyalty in action as Sephora kicks off their bi-annual VIB sale for customers who have accrued enough purchase points throughout the year.

As a brand strategy and activation firm focused across health and wellness, and largely in skincare and personal care, we have a stockpile of brands we love. Before we load our carts, some of our team members have outlined a few skincare brands to stock up on during the Sephora sale.

Randi Brody, Trajectory Co-President

muradMurad Renewing Cleansing Cream

$36 at

I really like Murad’s antiaging line of products as it acts like a comprehensive system of care (Murad Resurgence Regimen). Dr. Murad is a leading dermatologist and innovator in the field of antiaging skincare. For his line, he uses highly effective ingredients that are clinically proven, but formulated without the parabens, sulfates and phthalates. Also, love that he promotes his brand as “Dr. Murad’s Inclusive Health® system of care,” which sends a great message about overall health and wellness.




sephora picks peter thomas rothPeter Thomas Roth Un-Wrinkle Peel Pads

$45 at

   Peter Thomas Roth has a lot of great products, and I’ve used his Un-Wrinkle Peel Pads for years. They’re fantastic! The unique complex gently exfoliates to reveal smoother                      and revitalized skin. This product can be used daily, and come in convenient to use pads.




Jean, Trajectory VP Client Services

sephora picks bobbi brown Bobbi Brown SPF 15 Tinted Moisturizer Oil Free

$44 on

This a light and oil free moisturizer for those who like just a hint of foundation without all the fuss.  Easy application and has several tints for different skin tones. Perfect for traveling and great with a nice bronzer.







Eric, Trajectory Co-President 

sephora picks shaving

The Art of Shaving The 4 Elements Of The Perfect Shave® 

$30 on

This kit has everything you need for a great shave. The products are formulated without Parabens, Sulfates, or Phthalates, and the scented version uses all natural essential oils. Natural Skincare is becoming more and more popular, and for good reason.






Michelle, Trajectory Account Executive 

sephora skincare picks

Korres Black Pine Active Firming Sleeping Oil

$62 on

Korres is one of the great original apothecary brands. The packing is attractive, and based on the active ingredients found within the product itself. I love opening a new Korres product for the first time; it’s like unwrapping a gift. I personally love the Black Pine Sleeping Oil. It is not overly greasy, smells great, and I wake up with soft and refreshed skin.




herbivore sephora pick Herbivore Pink Clay Hyaluronic Acid Mega Moisture Creme Mask

$48 on

Disclaimer: this product is currently sold out. And for good reason. Herbivore is new to Sephora, but this natural beauty brand has been making a name for themselves on and in trendy boutiques throughout the country. I personally cannot get enough of their masks.



Ashley, Trajectory Intern*

*disclaimer we let Ashely include a makeup tool because she is in college and her skin is perfect!

sephora skincare picks origins

Origins Modern Friction™ Nature’s Gentle Dermabrasion

$39.50 on

My go-to Sephora product has to be Origins Modern Friction™ Nature’s Gentle Dermabrasion. If you’re looking for soft and polished skin, this is the perfect exfoliator for you. It’s non-irritating, which makes it great for all skin types, and you only have to use it twice a week for best results. The combination of rice starch, lemon oil, aloe, and peppermint act like dermabrasion – without the pain!

sephora picks blender

beautyblender the original beautyblender®


$20 on

A cosmetic product I couldn’t live without is my Original Beauty Blender. I must admit my mom picked this up from Sephora a few years ago after a sales associate suggested it. My mom, having no clue what it was, thought it looked like an egg… so she put it in our Easter baskets. Well props to the sales associate and my mom because I’m addicted. The Beauty Blender provides natural looking coverage with ease and is great for all skin types. If this isn’t your current cosmetic applicator, I highly suggest you give it a try!

Happy shopping everyone!


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As you know, Karaoke is a form of entertainment in which people sing songs into a microphone over prerecorded music tracks. So while it’s their voice coming out of the mic, it’s someone else’s original song.

Hopefully, the idea of karaoke doesn’t remind you, or your served communities, of your healthcare marketing. Hopefully, you’re not a health system or hospital who dwindles into the karaoke club where everyone sing’s someone else’s song.

How can you create an original piece of marketing music that people see themselves in, stop and take notice of and possibly even act on? By actively looking for the strategic and creative whitespaces that can help you break away from your competitors. It’s about looking for conventions across a range of characteristics, and then subtracting what is obvious and adding what is meaningful. We call it No Boundaries℠ Branding, and its our approach to differentiating brands.

Think about it. If you’re constantly comparing yourself with others, you’ll become mainly more comparable. To get people to notice you, let alone take action – you have to be different. Because differentiation, the ability to stand out and apart from others, is one of the most critical components fueling brand success.

Here are some outside category examples of brands carving out their own “differentiating” paths, using some of the characteristics of our No Boundaries℠ Branding approach. Maybe they’ll inspire you to create a new song. Or maybe an entirely new album.  One that’s unmistakably yours.

1. DeclarationLe Labo beauty declares through its manifesto its aspirational and authentic beliefs and motivations, beyond what it simply does for people. It’s front and center to their story, and everything they say and do rings true. No surprise that even its visual presentation reinforces its ideas.  Would you be so bold? Could you be?

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2. Experience Offering. Satisfaction has become table stakes. Consumers expect to be satisfied. Do you treat customers to a “branded” and delighting customer experience. Does it extend across the customer journey – from consideration, to purchase, to post-use experience and to building loyalty?

It could be a seemingly small, but distinguishing and pleasing gesture like a Walmart greeter…

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Or Umpqua Bank’s distinguishing un-banking like approach to banking…

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Or the Culinary Events & Classes that define a Williams Sonoma in-store experience and contribute to building a loyal following, and which can be searched online…

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Do you provide any experiences that are as distinguishing or value-added when you walk through the lobby of your hospital? Or how about another high-traffic location like the cafeteria? So many ideas!


3. Dynamism. Is your brand constantly moving and evolving to surprise and delight (and remain relevant to) your audiences? Does it create the moments that can cement powerful bonds with consumers ?

I still love Citibikes. It was part of former Mayor Bloomberg’s plan to improve city life by providing new and simpler forms of transportation. According to Edward Skyler, EVP Global Public Affairs at Citi, “it has little to do with advertising or promotions. It’s about finding a fresh point of relevance that makes a difference for everyday people – whether they are Citi customers or not.”

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More recently, Mastercard is upping the ante on its well-known Priceless campaign.  The goal of the experiential Surprises campaign is to create a positive and emotional bond between the company and its users while showing the unlimited possibilities that comes with owning a MasterCard.

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4. Emotional Pull. Does your brand tap into emotions, which drive much of our decision-making. At Alessi, design is a differentiating strategy. Design triggers emotion, passion, connection. It wins hearts. And it can therefore form the basis for meaningful differentiation. And it’s a “strategy” that takes on more importance for health systems and hospitals, as they compete with more consumer-driven retail and technology players.

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5. Icons. Do your signs and symbols begin to trigger your story? Do they distinguish your experience from others? They should. Meaningful associations transform icons from mere product identifiers into powerful components of identity-shaping experiences. Like these (including our Orlando Health logo developed as part of our re-branding, now front and center on Orlando City Soccer Club jerseys)…


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6. Community. Let’s face it. Most consumers have no desire to engage with brands. They don’t even have time to engage with their friends. So don’t screw around with their time. Your only goal (as is theirs) is to better their lives. And our POV is that this is best done with your brand acting as the platform through which like-minded individuals can connect, share and mutually benefit. In our book, Utility is job #1. Like Nike Fuel and Fitbit…

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Being Girl…

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And HOG (Harley Owners Group)…

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In the words of Under Armour SVP Brand Creative Steve Battista – it’s about having a relentless curiosity about how to do things differently and tell our story in a better, bigger way — that’s what drives innovation at Under Armour. It’s like every morning when you drive through the city…pass under our logo on the bridge, onto our Baltimore campus, and it’s game on. No Karaoke here!

By the way, here’s a little personal sharing. I used to travel to Tokyo for business. And Karaoke was always on the itinerary. Girl From Ipanema, an old Brasilian bossa nova song, was my thing. Truth be told, I have no idea why😊



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Le Labo was an indie beauty brand founded in 2006. Initially a perfume business, it quickly grew a cult-like fan base and now offers a full range of sprays, gels, lotions, soaps and candles.

But it’s indie status changed as of 4th quarter 2014, when it was acquired by Estee Lauder. Built on a brand foundation of craftsmanship and personalization, it will be interesting to see if this spirit remains. So far, after checking out their website, all seems to be intact. A win-win all around for Le Labo, its customers and its new parent.

As a brand strategy and activation company, we’re pretty tuned into the fact that every experience that a person has with a brand, every touchpoint that either aligns or fails to align with customer expectations, affects the ability of that brand to shift demand. Which is, after all, the ultimate goal of any brand.

Success requires a precise playbook. An orchestration of components that grow interest and loyalty and propel a brand (its consumers, and the business) forward. At Trajectory, we believe the playbook consists of eleven components working together to maintain a brand’s ability to drive business today, and into the future.

Here are just six of those eleven characteristics. But they’re enough to convey why we’re also big fans of Le Labo:

1. Declaration. Le Labo has an aspirational and authentic purpose beyond what it simply does for people. Their manifesto is the centerpiece of their story. And its presentation reinforces its ideas.

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2. Differentiation. The brand stands out from competition in a way that really matters to its consumers. While it might not be for everybody, its ideas, its products, its craftsmanship, its personalization and its soulfulness are precious to those who matter most.

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Le Labo also provides a respite from our multi-tasking, multi-searching, technologically-driven world. The brand gives us a chance to breath. It provides a sense of comfort and escapism, and the ability to rediscover processes once forgotten or devalued in an age of shiny new objects.

3. Know-How: The brand provides proof that it is a credible expert within its category. No shallow promises here. Le Labo’s Community Of Craft, among other proof points, reinforces their craftsmanlike product approach.

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4. Alignment: touchpoints deliver a consistent look, message and emotion that contribute to building brand meaning. Across their website, their social channels and their retail presence, there’s a specialness and attention to “craftsmanlike” detail that consistently adds to building Le Labo distinctiveness and brand equity.

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5. Emotional Pull: the brand taps into emotions and creates an instinctive attraction that goes beyond rational needs. Le Labo is all at once about mind, senses and heart. It oozes emotion, appealing to our fast, frugal ‘System 1’ brain that drives much of our daily decision-making through emotion and intuition. Case in point, rather than describe their perfumes, they provide a Visual Study to create a system of images that offer a visual representation of their fragrances.

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6. Dynamism: the brand is constantly moving and evolving to surprise and delight (and remain relevant to) its audiences. Two examples include its expansive product range…

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And the brand’s desire to meet the personalized needs of its customers…

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In our playbook, Le Labo hits a home run. And we can only hope that they continue to grow and thrive the Le Labo way.

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What can healthcare marketers learn from Alessi? That design is a differentiating strategy.

And it’s a “strategy” that takes on more importance as health systems and hospitals not only “compete” for customers, but as they compete with retail and technology players who have always been more astute at “designing” for customers.

Increasingly, the success of your healthcare services will no longer depend on functionality or quality alone. Because for the most part, these attributes are now taken for granted. Offered quite similarly by your traditional competitors. Rather, customers will give their attention to those they find most attractive. Which means appearance, experience and design will be decisive factors that weigh in to their decision-making.

Design triggers emotion, passion, connection. It wins hearts. And it can therefore form the basis for meaningful differentiation. As Alberto Alessi knows.

This also reminds me of this quote from Howard Schultz, chairman of Starbucks. Brand capital has nothing to do with marketing…but with the emotional attachment of consumers to the brand. 



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