Saturday, January 16, 2010
Socks with Additives
Today I was shopping at Target - shopping therapy if there's ever been such a thing. Too much construction has me fatigued in a serious way and I was in need of a change of scene. Wandering around the health and beauty aids I was struck yet again by the incredible market segmentation of the old familiar products. Buying a deodorant requires 1/2 hour to read the labels and sort out the various claims. At that rate, even my short shopping list could take an afternoon. I was purchasing toothpaste which has also segmented beyond all reason, but I simply buy Colgate Gold which claims to do everything - remove plaque, whiten teeth, reduce dental caries and so on.
Rounding the corner, I bumped into an end cap filled with Aloe Socks fortified with Vitamin E. What? Socks with vitamin fortification? What next? Here are the claims:
This Premier Aloe and Vitamin Sock by Adidas keeps your skin soft while reducing blisters!
* Low Cut length
* Hand-linked toe seam adds comfort
* Soft microfiber yarns for high comfort
* Vitamin E nourishes and moisturizes skin
* Aloe Vera moisturizes skin and limits blisters
* Fits shoe size 5-10
* Fits sock size 9-11
* 97% Nylon, 2% Spandex, 1% Natural Latex
The next end cap was full of germ eradication kits. "Buy one for each person" it boldly stated. The kit contained face masks, latex gloves and an antiseptic spray. Are people living in such fear?
Kiwi makes a shoe polish using "nano" technology which it claims on the label. I didn't realize the average consumer (whom studies show cannot tell that 50% off and half off are the same thing) would be aware of such technology, never mind impressed enough to pay more for shoe polish so manufactured.
Happily the next corner got me into the book section where I couldn't find a thing that was vitamin fortified. Is this the new frontier?