A temperature-controlled mug called Ember.In other words, the products are merely vehicles for messaging. What consumers are buying isn't the viscous goo inside the shampoo bottle, but rather the feeling of a premium, designed-for-you experience.
In the episode where they try Jupiter, a dandruff shampoo marketed as a premium health and beauty product, they bring their microphones into the shower and describe what the product feels like and smells like as they apply it to their scalps and beards. Multiple times, Kalina asks Lisagor whether his skin is burning, too. Is this what premium feels like?
"It's easy to tell stories and make money at the same time, you just have to do it about a brand," he said. With so many gatekeepers in traditional storytelling industries like books, TV, and film, telling a story through products is a financially viable way to make a creative living. The current cultural atmosphere also attaches far less stigma to "selling out," thanks to the rise of Instagram influencers, brand partnerships, and the like.
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