A month ago, the Melbourne-based skincare company Frank Body announced on Instagram that it would be launching a new body scrub that leaves your skin with a sparkly glow. The brand isn’t a fan of kitschy product names, so it marketed the powder (which came in an iridescent pouch) simply as a “Shimmer Scrub.” But the Aussie company didn’t realize that its latest offering had a built-in pop culture hook. Right now, the best way to sell American millennial women anything vaguely shiny, glittery, or colorful is to “unicornify” it. That demographic is mad for the mythical horned creatures: Searches for “unicorns” reached an all-time high in the month of April.

“Unicorn was not a word that we would have used to describe the scrub,” Jess Hatzis, cofounder of Frank Body, tells Fast Company. “But it just so happened that its release was quite timely, right on the cusp of a trend that was sweeping through the States–though not so much here in Australia.”

Teen Vogue, Marie Claire and Fashionista immediately dubbed Frank Body’s newest offering a “unicorn scrub”–and consumers could not click “buy” fast enough. A waitlist exploded to 50,000 on the company’s website, and when the product hit stores, it sold out. “I think it has something to do with the broader cultural and political landscape in America,” Hatzis says. “Unicorns represent every happy dream you ever had as a child, and that is useful when you’re living in an age where things are darker and scarier than you’d like.” (Now hip to the trend, Frank Body touts Shimmer Scrub as the go-to product “for the days you feel like being a unicorn.”)

Please click here to read the complete article from Fast Company.