This month's trend briefing by our sister-site trendwatching.com explores maturialism: the phenomenon of experienced, less-easily shocked, outspoken consumers who appreciate brands that are daring or even a bit risqué. Here are five examples of companies that know how to loosen up:

1. DIS-LOYALTY CARDS — World barista champion Gwilym Davies produced a different take on the promotional coffee shop loyalty card. The Dis-Loyalty Card features a selection of quality coffee places around east London that customers are encouraged to visit to expand their coffee experience. Once a they've visited all eight spots, they can redeem a free coffee back at Davies's own coffee bar (located in a men's clothing shop). The idea has since spread to coffee bars in Seattle and Toronto. (Image credit: James Hoffmann.)

2. SAINT & SINNER WINES — Australian wine producer Saint & Sinner takes a "mature" approach to describing their wines, with labels harking back to phone-booth calling cards. So, Mistress Pinot Gris is described as alluring and assertive—a cheeky twist on the wine's qualities. Also included is a phone number that drinkers can text to receive further information about the wine.

3. CALVIN KLEIN JEANS X — In July 2010, Calvin Klein posted a large QR code across two billboard locations in New York to mark the launch of the Calvin Klein Jeans Fall 2010 collection. Printed below the code was the message: "Get It Uncensored". Passersby who used their smartphones to capture the code were then shown a racy video commercial.

4. DESIGUAL — Spanish clothing brand Desigual ran an offer at its Madrid and Barcelona stores that welcomed and promoted the attendance of semi-naked customers. Customers were rewarded for their nakedness by being able to select two free garments from the store.

5. DR. SKETCHY'S — Founded by illustrator Molly Crabapple, Dr. Sketchy's Anti-Art School is life drawing with a difference. Convening in leftfield venues or sometimes in public locations, flashmob-style, Dr. Sketchy's classes feature burlesque dancers or other unusual models. Drawing sessions are punctuated with drinking games, comedy and other stage shows. Founded in Manhattan, there are now more than 100 Dr. Sketchy's branches worldwide.

Launched in April, Libre Clothing produces garments with hidden zipper access points specifically designed to make it easier and more comfortable for patients to undergo chemotherapy, dialysis or other treatments requiring intravenous lines, catheters or infusion tubes.

The clothing range includes men's half-zip pullover sweaters priced at USD 54.99 and unisex half-zip pullover lightweight sweatshirts priced at USD 34.99. Men's and women's button-up shirts will be available soon, and a line of clothing for children who regularly receive dialysis or insulin injections is on the drawing board. One dollar from every sale goes to kidney research.

Libre Clothing is working closely with key strategic partners in the US including hospitals, dialysis clinics and the National Kidney Foundation. With minimal competition in the growing market of dialysis and chemotherapy patients, there's plenty of room for innovative products and services that will make life easier for this group of consumers. (Related: Designer bags for glucose testers — Graphic decals turn casts into works of art.)

Website: www.libreclothing.com
Contact: info@libreclothing.com

Spotted by: Meagan Skaff

Thousands of tents are left behind by revelers after the UK's many music festivals each year, creating a mess for festival organizers and an unsustainable burden for landfills. Inspired by the environmental implications, WiTHiNTENT salvages the fabric from those leftover tents to create rain-proof clothing and accessories for the festival market.

A range of hoodies, ponchos, pac-a-macs and bags are now available from WiTHiNTENT, all of them designed and made in the UK. With a focus on the rain-protection needs of festival-goers, items are sold via stalls at the festivals themselves—including Glastonbury this summer—as well as weekly at Spitalfields Traders Market in London. Pricing ranges from GBP 10 for a WiTHiNTENT bag to GBP 55 for a zip-pocket jacket.

In addition to the sustainability factor, of course, upcycling offers the added advantages of free materials for the enterprising upcycler as well as a good story for consumers to share. One to emulate at waste-producing events in your neck of the woods...? (Related: Five businesses that turn trash into appealing new products — Waste to accessories, with a charitable twist.)

Website: www.withintent.co.uk
Contact: info@withintent.co.uk

Spotted by: Dan Calladine

Hard on the heels of our story about Gatwick's Runway Models contest comes word of another innovative promotion at the airport: free spray tans.

Research conducted by the airport apparently found that pale skin is among travellers' top worries upon heading off on a summer holiday. In response, the airport's Gatwick Glow initiative—held in partnership with self-tan brand St. Tropez between July 28 and August 1—offered travellers a free spray tan from St. Tropez Experts in specially appointed tanning booths in the airport's North and South terminals. “Gatwick Glow is designed to give our passengers a boost,” Kim Francis, marketing manager for the airport, told the Daily Mail. “We want them to head off on their holiday feeling great about themselves.”

Which, if course, is what any consumer-facing business should be striving to do. What kind of brand butler could *your* enterprise create to help give consumers a boost of your own...? (Related: Portland airport installs bike assembly station for travellers — Singapore airport's four-storey slide rewards duty-free spending — Heathrow Airport installs Alain de Botton as writer in residence — Free dance lessons at Paris airports — Light therapy for weary travellers.)

Website: www.gatwickevents.com
Contact: mail@gatwickevents.com

Spotted by Daily Mail via Jim Stewart

“Buy one, give one” initiatives are increasingly common forms of corporate generosity, but it wasn't until recently that we began seeing them involving children. Much the way Happy Blankie lets recipients of its animal blankets help decide where the donated ones get sent, so Texas-based clothing maker Whitten Grey aims to let the girls who wear its dresses participate in donating similar ones to girls in far-off lands.

Through Whitten Grey's Project Little Grey Dress, buyers of any eco-friendly dress from the company receive a unique code along with their purchase. When they enter that code online, they can then choose what country they'd like to donate a dress to—currently, the choices are Liberia, Guatemala, Malawi and Zimbabwe. After choosing the colour of the dress they'd like to send, girls can then enter a message they'd like to include for the girl who receives it.

Generosity has become increasingly important to the Generation G masses, so it stands to reason they'd want their children to learn that virtue too. Purveyors of other kids' products, large and small: time to bring some charity-minded capabilities to your own pint-sized patrons...? (Related: Buy a onesie, donate one to a baby in need.)

Website: www.whittengrey.com/give/
Contact: give@whittengrey.com

Spotted by: Inhabitots via Judy McRae