Need to Know   04 : 01 : 18
Van Cleef & Arpels campaign by Santi Zoraidez

Need to Know
04 : 01 : 18

Today’s headlines including, an app that helps Generation Z cope with anxiety, Carlsberg uses AI to create new beers faster, Prose haircare encourages customers to become part of the production process.

1. Jewellery brand Van Cleef & Arpels employs a playful aesthetic 2. Happy Not Perfect democratises cognitive behavioural therapy 3. Carlsberg employs artificial intelligence to speed up R&D 4. Prose haircare fosters a partnership between customer and stylist 5. Consumers subscribe to loyalty schemes but fail to use them 6. Thought-starter: Is wellness architecture the next big growth area?

1. Jewellery brand Van Cleef & Arpels employs a playful aesthetic

Van Cleef & Arpels campaign by Santi Zoraidez

France – Luxury jewellery brand Van Cleef & Arpels has enlisted digital designer Santi Zoraidez to create its latest campaign in which the brand’s rings float through a surrealist landscape of bubbles, suspended mirrors and pendulum swings. ‘The golden beads of the Perlée collection are an invitation to play and I wanted my creations to add a pinch of magic and fantasy to these sophisticated pieces,’ explains Zoraidez.

The heritage brand, which was founded in 1896, is diverging from clichéd visual codes around luxury advertising and, in line with our Virtual Baroque microtrend, is instead offering a new digitalised luxury aesthetic that appeals to a younger demographic.

2. Happy Not Perfect democratises cognitive behavioural therapy

Happy Not Perfect by Poppy Jamie Happy Not Perfect by Poppy Jamie
Happy Not Perfect by Poppy Jamie Happy Not Perfect by Poppy Jamie

UK – Entrepreneur and influencer Poppy Jamie is launching a new smartphone app, Happy Not Perfect, which aims to help Generation Z deal with everyday anxieties. Unlike the abundance of stress-relief apps currently on the market, which employ techniques like mindfulness to help combat anxiety, Jamie has developed the app in conjunction with psychologists, neuroscientists and breathing specialists who use scientifically-backed cognitive behavioural therapy principles.

‘In the same way we care for our bodies by exercising, our mind also needs to be looked after. Instead of waiting to hit rock bottom, what can we be doing regularly to help us have a more balanced emotional and mental wellbeing?’ explains Jamie on the app’s website. As explained in our Mental Health Market, with cases of anxiety and depression on the rise, brands are stepping into this space to help increase access to therapeutic treatment that has traditionally been largely unaffordable.

3. Carlsberg employs artificial intelligence to speed up R&D

Carlsberg Carlsberg

Denmark – Beer brand Carlsberg has partnered with computer giant Microsoft and Aarhus University on a new research project that aims to bring new flavour flavour profiles to market much more rapidly than has previously been possible.

In order to bring a new drink to market, brewers currently have to rely on human input alongside chromatography (a process that separates liquids into its component parts) and spectrometry (a method that identifies the amount and type of chemicals present in a liquid), which can take between eight and 24 months in total to complete. Using a combination of sensors and artificial intelligence (AI), Carlsberg is hoping to cut this development time by around 30%.

As Hew Leith, co-founder of brewing start-up IntelligentX, explained in an interview with LS:N Global, AI should be used co-operatively to enhance, rather than replace, a master brewer's capabilities.

4. Prose haircare fosters a partnership between customer and stylist

Prose products are co-created with professionals to assess damage from pollution, UV and humidity
Prose products are co-created with professionals to assess damage from pollution, UV and humidity
Prose, US

New York – Founded by a team of former L’Oréal and Phyto haircare specialists, Prose is a new haircare brand that allows customers to co-create their own hair products to meet their scalp needs and haircare goals.

Offering bespoke shampoos, conditioners and hair masks, which are freshly made to order, Prose customers can either visit one of the brand's recommended salons for an in-person hair diagnosis or complete an online questionnaire assisted by one of the brand's own professionals.

‘We’re reinventing the way that stylists retail products by enabling them to co-create the unique hair care solutions that their clients need,’ says Arnaud Plas, co-founder and CEO of Prose. Discover more of the most forward-thinking ideas within the haircare sector in our Beauty Futures Report 2017.

5. Consumers subscribe to loyalty schemes but fail to use them

As explored in our Loyalty Market, as consumer choice improves there has been a widespread decline in loyalty as people choose to shop around rather than remaining faithful to a particular brand. While the number of consumers signing up to these rewards programmes is on the rise, the challenge for brands is in maintaining engagement beyond the initial subscription, something that forward-thinking brands are addressing with more personalised iterations of the traditional loyalty scheme.

6. Thought-starter: Is wellness architecture the next big growth area?

Hallmark House by David Adjaye, Johannesburg Hallmark House by David Adjaye, Johannesburg

As health and wellness becomes entrenched as a mainstream mindset, creative researcher Jess Smith examines how it is expanding into real estate.

Traditionally, health and wellness has been restricted to venues such as gyms, leisure centres and hotels but as wellness becomes more ubiquitous, consumers are increasingly demanding that the architecture of a broad range of public spaces, from hotels to hospitals and airports, includes wellness as a key design parameter.

‘We’re at the beginning of a new movement in home and community design that tackles our uniquely modern problems: sedentary lives, unhealthy diets, stress, social isolation, pollution and nature deprivation,’ says Katherine Johnston, senior research fellow at the Global Wellness Institute.

In the past few years a lot of research has been done into the relationship between spatial design and its effect on the human brain. Now scientifically led research is taking this one step further. Rather than just simply adding greenery to optimise a visitor’s wellbeing, architects are considering how neuroscience can play a pivotal role in shaping human behaviour through various neuro-architectural principles.

To find out more, read the full Market here.

Discover More News
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN