LSN : News : Need to know 02 : 01 : 18

1. Krave Beauty subscribes to a less is more mentality

Krave Beauty, New York

South Korea – Krave Beauty is a new South Korean beauty brand that counters the traditional 10-step K-Beauty routine with its stripped back approach. The functional beauty brand comprises a Core Series, made up of a hydrating cleanser with a sunscreen due to be released in spring, and a Supplement Series, which contains a skin resurfacing exfoliator.

‘A lot of young customers start to apply more and more [products on their face], causing more inflammation, chronic skin disease or never curing acne or redness,’ founder Liah Yoo said in an interview. As consumers become more aware of the irritation caused to skin by 21st-century irritants, beauty brands need to tailor their products accordingly, an idea examined in our Sensitised Living Market.

2. Four Seasons LA supports guests’ wellness lifestyles

Wellness Rooms at Four Seasons Hotel, Los Angeles

California – The Four Seasons LA has launched five wellness rooms, designed to give guests a more holistic travel experience. Created in partnership with Delos, a company that has pioneered the idea of wellness real estate, the rooms offer circadian lighting controlled by a mood box and air purification systems, while the showers are fitted with dechlorinators.

Located on the hotel’s Spa level, the rooms also contain exercise equipment and yoga mats, with meditation videos by Deepak Chopra, a pioneer of alternative medicine. As wellness becomes ubiquitous, hospitality brands are recognising the need to provide services and amenities that support a healthy lifestyle even when away, which we explore in our Wellness Architecture Market.

3. A cryptocurrency built without the blockchain

Germany – IOTA is a new cryptocurrency, which unlike Bitcoin is not based on blockchain technology.

Billed as a ‘decentralised data marketplace’, the cryptocurrency has been designed to be used on connected devices. Rather than the blockchain, which demands that every computer expend energy trying to solve the same mathematical equation, IOTA uses a ‘tangle’.

Whereas Bitcoin, which relies on a network of miners, IOTA users will validate two randomly selected previous transactions, so that as new transactions are made they create ‘a tangled web of confirmation’, according to co-founder David Sønstebø.

While still in its early stages, the cryptocurrency is showing signs of strength, having skyrocketed in total value from just over $4bn to more than $10bn in the space of two weeks.

IOTA Foundation

4. Majka rebrands protein for new mothers

Majka branding by Futura

California – Majka is a new protein brand featuring lactation powders and cookies that provide all the nutrients required by breastfeeding women. Branded by Mexican design agency Futura, the packaging has been designed in a selection of pastel colours, with an emphasis on soft, curved shapes to create a playful, childlike aesthetic that diverges from the traditional approach.

‘Mums today are more conscious than ever about the products they consume. Consequently, they buy products from companies they know they can trust so we designed a friendly approachable brand,’ Futura told the Dieline.

As explored in our Motherhood Bites microtrend, brands are increasingly recognising that when women become mothers they want to retain their own sense of identity.

5. Starbucks dominates the coffee scene in the US

US – Coffee culture in the US continues to flourish, with new research from Mintel showing that the number of coffee shops has grown 16% compared to five years ago. The scene, however, is largely dictated by Starbucks, with independents struggling to compete on convenience, as the coffee giant offers new mobile apps, drive-through lanes and bottled coffee drinks. Download our Food and Drink Futures Report 2017 for more insights on changes in the food and drink sector.

6. Thought-starter: How are brands destigmatising male healthcare?

With figures showing that men are still less likely than their female counterparts to visit the doctor, Rhiannon McGregor looks at the wave of new online healthcare platforms that are helping to destigmatise men’s health problems.

While the narrative around erectile dysfunction has until now predominantly focused on Viagra and Cialis, changes to telehealth laws alongside the imminent expiry of these drug patents will help to broaden the conversation and encourage new brands to move into this space.

Platforms such as Roman and LemonAid are emerging to deliver treatments for conditions like erectile dysfunction that can be difficult to talk about in person.

‘Instead of going to talk to a doctor at the first sign of trouble, all too often men wait until less embarrassing symptoms reveal themselves,’ Reitano tells LS:N Global. ‘Roman is re-introducing men to the healthcare system and enabling them to start a bond with a physician.’

Read the full microtrend here.