The pandemic has given rise to the ‘insperience’ economy as customers look for new ways to be entertained virtually at home. As the market continues to rapidly grow, predicted to be worth £168 million over the next 12 months (Barclaycard, 2020), brands are launching new influencer partnerships and seasonal virtual events to stand out from the competition and reach new customers.
US wellness brand Peloton has launched a multi-year partnership with music artist Beyoncé to curate fitness classes for its members. The Beyoncé-themed fitness classes are expected to be high in demand as Beyoncé is one of the most requested artists for Peloton’s playlists. The brand partnership also aims to boost the number of members joining the fitness subscription service as it appeals to a new customer base.
UK department store John Lewis & Partners are launching a range of free and paid-for activities online to help customers prepare for Christmas. Customers can choose from a number of virtual events such as learn how to cook seasonal dishes at the Waitrose & Partners Cookery School, connect with stylists for winter fashion advice or access one-to-one Bobbi Brown beauty consultations.
Retail
US beauty brand Ulta Beauty will open concessions in Target stores in 2021
UK homeware brand Habitat will close its Tottenham Court Road flagship and reopen in Sainsbury’s and Argos
UK supermarket Sainsbury’s has opened a new localised neighbourhood format in West Sussex
Fashion brand Paul Smith opens new store and gallery in New York
Hospitality
Singapore and Hong Kong will open a travel air bubble boosting the local travel economy
Campaigns
Irish supermarket SuperValu unveils emotional Christmas campaign
Sainsbury’s showcases three-part Christmas campaign about favourite family memories at Christmas
Initiatives
Peloton has launched a multi-year partnership with music artist Beyoncé
UK department store John Lewis will host over 100 virtual experiences for the Christmas season
L’Oréal Paris launches its first line of virtual makeup products
McDonald’s will start to sell its own plant-based meat alternative in 2021
Household News
We’re beyond proud to announce that our brand experience creative idea, the ‘Little Reset Brewing Co.’ is amongst the brilliant winners of The Great Reset – a creative industry movement led by the Purpose Disruptors to embed the positive environmental shifts that have happened during lockdown.
Image courtesy of Unsplash
