In August of 2019, we put out a bullish alert on Helen of Troy (HELE), due to the enormous popularity of the Hydro Flask brand.
The premium water bottles briefly became a desirable item for young people, as they were an important aspect of the ‘VSCO girl’ meme.
How is the brand faring more than a year later? Our data shows that demand has dried up, alongside the relevance of the meme itself. Purchase Intent Mentions for Hydro Flask declined a whopping -83% YoY in the most recently-ended quarter (21Q3).
Despite reporting that Hydro Flask “faced a strong comparison… challenged in the quarter by a soft back to school season” Helen of Troy has continued to thrive, with its Health & Beauty products picking up the slack in recent quarters.
We're watching to see if these segments can continue to offset the viral popularity of the Hydro Flask brand.