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Next Challenge: What is the future of anti-aging skincare?
Help us create premium offerings for younger generations of consumers
Challenge Type: business
top 25%
entries reviewed
31 days ago
Small pic why young consumers say these are their top favorite brands 10.17

The word "premium" has always been associated with things like a higher cost, better quality, finer ingredients, etc. However, the concept of premium for Millennial & Gen Z generations doesn't necessarily match what their parents or grandparents viewed as premium. 

As these definitions of what is considered "premium" evolve, we are interested in your ideas & insights to help us better define premium for younger consumers, and figure out what this category will look like in the future

  1. What comes to mind when you hear the word "premium"?

    • What's an example of something you already buy that you consider premium?
    • What attributes make it a premium product?
  2. What is something that was NOT considered premium in the past, but now is considered premium? (to the shock of your parents/grandparents)

  3. Choose one of the five categories below, and propose a new way to make a premium offering or experience within that category

    1. Alcoholic beverages
    2. Fine fragrances
    3. Home Fragrances
    4. Body Care
    5. Pet food
    • What are the elements of your idea that make it premium?
    • Why do you think consumers would be attracted to your premium idea?
    Submissions will be graded on the following criteria:
  • 1-10 Scale
Reward Tiers
Top 5%
will share $1,000
Next 7.5%
will share $400
Next 12.5%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
Leaders will be displayed here once submissions are reviewed.
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