LSN : Daily Signals : Need to Know 04 : 12 : 17

1. New Museum live-streams to expand the gallery experience

New Museum Live, US

US – The New Museum in New York is marking its 40th anniversary with a live-streaming experience that enables members of the public to view the gallery’s artworks wherever they are. The pieces are being live-streamed in locations such as Times Square, Hotel Indigo, The Sweatshop and 120 Wall Street, allowing a diverse audience of people to enjoy the pieces. The initiative features more than 100 works, along with special events and performances, and members of the public who are not in New York can log on to the museum’s website and view the exhibition from anywhere in the world. In an increasingly digital world, museums are now thinking laterally to encourage new audiences to experience their offers.

2. Scrubd brings transparency to men’s skincare routines

Scrubd, US

US – A new range of men’s skincare products from Scrubd aimed at 35–54-year-olds is designed to satisfy the increasing interest in male grooming. The luxury collection, which includes moisturiser, face scrub and face wash, follows the shift in female grooming towards greater transparency of ingredients. The anti-ageing face moisturiser, for example, contains goji berry and passion fruit extract, which helps soothe, replenish and smooth out tired skin, according to the website.

‘As the traditional definition of masculinity evolves, with it comes shifting attitudes towards male grooming,’ says design agency BrandOpus, which created the visual identity for the products.

3. Apple launches app that can detect heart conditions

US – Apple has launched its Apple Heart Study app, which identifies irregular heart rhythms and notifies users through their smartwatch. The watch informs people if they are experiencing atrial fibrillation (AFib), which often occurs without symptoms and therefore can be left undiagnosed. AFib is the leading cause of strokes and is responsible for about 130,000 deaths in the US annually, according to the Centers for Disease Control and Prevention.

Although the Apple Watch has previously been anecdotally linked to AFib diagnoses, the technology company has worked with Stanford Medicine on the new app, enabling the brand to offer medically verified reassurances of the smartwatch’s capabilities. With people now living longer there is a greater awareness of the need for wearables that better address health concerns beyond those that promote a general sense of wellness.

Apple Heart Study app, US

4. Leisure Center combines luxury retail with experience

Leisure Center by Casper Mueller Kneer, Vancouver

Vancouver – Leisure Center in Vancouver is a new two-storey retail destination that combines retail and experiential space. Designed as an emporium of modern luxury, the two-storey store offers a range of products, from fashion and cosmetics to homewares and books. The book section incorporates a selection of art, fashion and design volumes curated by London-based bookstore Donlon Books.

In addition to the products on sale, the space, designed by Casper Mueller Kneer, also includes a bar, a lounge and a children’s play area. Artworks have been placed throughout, including work by MyFanwy McLeod and OS∆OOS, offering visitors an opportunity for cultural enrichment and reflection.

As explored in our special report on Transcendent Wealth, luxury signifiers are no longer focused merely on possessions but are increasingly linked to a desire for self-improvement.

5. Men increasingly enjoy spa and beauty treatments

New research from Mintel shows a rising trend among young men to take greater care in their appearance and indulge in new forms of leisure activity that focus on pampering. The study found that 76% of those who had had a beauty treatment in the past 12 months felt that it had a positive impact on their mental wellbeing.

6. Thought-starter: Why brands need to focus on India’s youth

As one of the world’s strongest sources of untapped economic potential, according to Morgan Stanley, India’s Millennials are offering new opportunities particularly within health, wellness and beauty.

A growing interest in health and wellness and changing beauty standards are driving record growth in India’s sportswear market. The Indian sportswear sector grew by 22% between 2015 and 2016, according to Euromonitor, and sales of sportswear in India will reach £5.9bn ($8bn, €6.7bn) by 2020.

‘In my opinion, the biggest driver [of sportswear purchases] is the fact that India is a very young country,’ says Bandana Tewari, editor-at-large at Vogue India.

Being overweight used to be equated to prosperity. Now youth are more conscious of how they look and what they eat. ‘The Millennial beauty vocabulary has changed to include terms such as lean, ab-fab and muscle tone, making the famous S-curve take a back seat.’

See our Emerging Youth: India Market for more.