Mucinex Sickwear™
What if there was an art & science to feeling better? Introducing Sickwear™, an innovative capsule collection by Mucinex® that is expertly designed to help you look good, and feel better. Sickwear™ launched an entirely new category in fashion and a pop culture moment for Mucinex that turned a hard-to-reach demographic into passionate fans – and transformed Mucinex from a healthcare company into a holistic wellness lifestyle brand.
Mucinex wanted to find a way to extend from healthcare to self-care. Barbarian recognized that Gen Z not only were the most likely group to lean on wellness over medicine, but they also valued the convenience of direct-to-consumer speed and convenience. So they created Sickwear – a capsule collection designed so that every feature helps you to feel better during cold & flu.
Made in collaboration with fashion designers Steven Alan and The Great Eros’ Christina Viviani, Sickwear is a unisex collection anchored in classic silhouettes, but infused with innovations like antimicrobial fabrics, tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks, all made with sustainable materials.
Barbarian knew that to reach Gen Z with a radical new idea, we needed a radical approach to launch, so we debuted Sickwear with a category-first shoppable livestream fashion show. A technical feat that involved six separate locations, all over the country, rehearsed and choreographed into one ambitious multichannel real-time livestream, direct from the homes of famous influencers.
The campaign resulted in the largest single-day sales in Mucinex history. Sickwear launched an entirely new category in fashion and a pop culture moment for Mucinex that turned a hard-to-reach demographic into passionate fans – and transformed Mucinex from a healthcare company into a holistic wellness lifestyle brand.