2024-02-26 14:10:38
Between 329 euros and 950 euros for a ring that collects your health data…, the latest tiktoker craze, or a signal that measuring our sleep and counting our steps is the new must-have beauty secret?
“It replaced my old Apple Watch, and the ring is so much more aesthetic,” rejoices the American @uhhactuallyitsjulia on TikTok. The Oura Ring is this connected ring from a Finnish brand whose first version was released in 2015, and which has enjoyed great success on the social network in recent months.
My precious connected me
Oura Ring is first and foremost a technological jewel. Without screen and without buttons, its heart rate and blood oxygen level sensors allow you to generate data on your physical activity. To consult your results, an app, available by subscription for the modest sum of 5.99 euros per month. “We have already seen major watch brands integrating new technologies, but in the world of jewelry, to my knowledge, this is the first time,” notes Nathalie Veg-Sala, professor of marketing at Paris-Nanterre, specializing in luxury. With this object, we enter into discretion, unlike other connected objects. »
And the Oura Ring actually costs the price of jewelry, between 329 and 599 euros, depending on the metal used: from silver to rose gold. A model made in collaboration with Gucci was put on sale for 950 euros in 2022. For comparison, an Apple Watch Snoopy is only 279 euros, but the Hermès one goes up to 1,399 euros.
According to Nathalie Veg-Sala, who worked in 2017 on what the general public thinks about connected objectsthe positioning hype of the brand is a winning strategy: “Consumers have positive and negative perceptions simultaneously for connected objects” because the accumulation of data can be a source of anxiety. “Unlike a connected scale, for example, the fact that the ring is a beautiful object encourages you to use it. »
My personal data continuously… because I’m worth it
Compared to connected watches, the performance of the Oura Ring remains limited. The ring does not allow you to receive notifications, pay contactless, or tell the time. But the ” data nerds ”, as she describes herself the young financial engineer engineermeg on TikTok don’t ask their rings for a weather update. What Oura Ring fans like is discovering their sleep phases in graphic format when they get out of bed, advice on the ideal time for their next bedtime or how many kilometers they should walk. And above all, above all, to be able to anticipate their health with precision by being able, for example, to be alerted when they are falling ill. Some influencers even use it to track their menstrual cycle, and use it as a means of contraception (which is not a good idea).
Although it generates views on networks, at this stage, the Oura Ring is still only a niche item. But competitors are multiplying and if Oura remains the leader, the Korean Samsung and the Chinese Xiaomi have announced the release of their model in 2024.
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