From Instagram beauty hacks to TikTok movements, social sub-cultures have amplified an era of self-expression and social betterment.
Customers are now demanding that brands do more to help them express individuality and create change, with 86% of Gen Z planning on purchasing sustainable beauty products (PowerReviews, 2021). Brands are responding, creating new conscious products and socially immersive experiences, designed to forge new relationships and build moments of long-lasting participation.
SK-II launches a ‘social retail’ pop-up in Hainan, China, inspired by its purpose #ChangeDesitiny and ‘VS’, its six-part anthology series. Customers can use the WeChat mini programme to watch ‘VS’ films and engage with augmented reality experiences, such as battling an underwater kaiju with Olympian Liu Xiang. Mini Magic Scan areas also allow customers to analyse their skin, understanding their skin strengths, potential and to unlock personalised recommendations.
Zara has announced the launch of Zara Beauty. The collection includes clean formula products for eyes, lips, face, and nails in over 130 colours and in refillable packaging. The collection will be available online and in-store, with shopping experiences including virtual ‘try-on’ and dedicated beauty zones in certain stores.
Retail
SK-II launches ‘social retail’ pop-up store
Zara launches its first cosmetic line
Harrods has opened a 4-year revamped Chocolate Hall
Burberry launches The World of Olympia Pop-up in Harrods
Aldi files trademark for potential new checkout-free store format
Ikea to open new decoration concept store in Paris
Saint Laurent launches new flagship in Seoul, South Korea
Supreme opens its first store in Milan
Canada Goose to open its first-ever US ‘snow room’
Hospitality
Travelodge to open 17 new hotels in 2021, creating 360 jobs:
Hyatt Announces Return of Hyatt Loves Local with More Than 160 Small Business Collaborations to Help Revitalise Communities
David Chipperfield completes The Bryant in New York
Montreal’s science museum, Biodome, merges modernism with biophilic design
Campaigns
Ocado’s rebrand campaign showcases delivery offer
British Airways’ new TV ad welcomes back passengers as Covid restrictions lift
NBC Olympics and Twitch partner up for 150+ hours of content from Tokyo 2020
Initiatives
Pret A Manger to launch shops-in-shops in Tesco
Selfridges to launch clothing rental service online
Waitrose partners with Hotel Chocolat to stock its products
Fendi to relaunch homeware line:
Abercrombie & Fitch Co. launches new brand Social Tourist:
Tesco to scrap 50m pieces of plastic from beers & ciders
Royal Mail launches drone delivery trial:
Made.com announces zero-cost giveaway initiative to reduce waste
Japan is launching its first ever eSports gym in Tokyo
Ikea launches ‘buy back’ initiative as it pushes its sustainability drive
Here and helping
We are continuing to work with and help our clients so please let us know if we can help you in any way.
With love, health and strength, Household
Image courtesy of PR Newswire / SK-II
