News 23.03.2021

Need to Know

CO. by Colgate elevates oral care for Generation Z, Cleanlogic’s socially inclusive packaging and beauty consumers seek peer reviews when shopping online.

Colgate targets Gen Z with beautified oral care

CO. by Colgate, US

New York – Dental care brand Colgate is tapping into the interests of Generation Z with its new sub-brand CO.

In this new venture, which launches exclusively with Ulta Beauty, the brand is elevating routine oral care and repositioning it as a ritual for self-care. Featuring seven products, including toothbrushes, teeth whitener and toothpaste tabs, the line focuses on the potential of oral care to boost people’s self-esteem. Its iridescent branding takes visual cues from beauty brands and communicates the importance of smiling confidently and boldly as a means for self-expression.

‘As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests' holistic wellbeing,’ says Monica Arnaudo, chief merchandising officer at Ulta Beauty. ‘CO. by Colgate turns the simple act of brushing one's teeth into a self-care ritual – and that's something to smile about.’

With its elevated aesthetic, CO. reflects how brands are re-inventing beauty and self-care for Generation Z, while satisfying the visual-first mindsets of this cohort.

Cadbury’s virtual egg hunt digitises Easter traditions

Worldwide Hide by Cadbury, UK Worldwide Hide by Cadbury, UK
Worldwide Hide by Cadbury, UK Worldwide Hide by Cadbury, UK

UK – Confectionary brand Cadbury has launched an online Easter egg hunt to enrich Easter festivities for families separated during the pandemic.

Cardbury’s Worldwide Hide uses Google Maps’ GPS technology to allow consumers to ‘hide’ a virtual egg anywhere across the globe. After the user sends their loved one a digital clue regarding its whereabouts, the recipient is given a time limit to find the egg. As a way to enhance the Easter egg hunt, Cadbury will send a real chocolate egg to players who correctly locate its digital counterpart, for a fee of £15 (€17.40, $20.80).

‘This year, we felt it was important for us to create something that would help people feel close, even when they cannot be together,’ says Markéta Kristlová, senior brand manager at Mondelez International, the conglomerate behind Cadbury. ‘There is something so generous in taking the time to hide an egg at Easter, and we wanted to capture that in a way everyone could do,’ she continues.

In our Revelation Brands macrotrend, we explore other brand campaigns that utilise GPS tools to encourage consumers to embark on Geo Quests.

Cleanlogic revamps packaging for the visually impaired

Nice and Clean by Cleanlogic, US Nice and Clean by Cleanlogic, US

US – Bath and bodycare brand Cleanlogic is relaunching with socially inclusive branding as part of its Nice and Clean mission.

The brand, which offers a range of exfoliating accessories, is expanding its sustainable and responsible aims to provide a more accessible product offering. As part of its mission, Cleanlogic is catering to visually impaired consumers by introducing Braille across its packaging – making it one of the first in the bath and bodycare market to do so.

It aims to support the 25mn people in the US who are registered as blind or have low vision, both through its packaging and its decision to donate a portion of all sales to visually impaired organisations like the American Foundation For the Blind. ‘We believe feeling nice and clean is a basic human right and we want our products to reflect this 'Nice and Clean' position,’ said Isaac Shapiro, president and Co-CEO of Cleanlogic.

To learn more about how brands are diversifying their products and packaging to cater to differently abled consumers, read our Adaptive Beauty microtrend.

Stat: Inter-Covid beauty purchases rely on reviews

According to product review platform PowerReviews’ Changing Face of the Beauty Shopper Study, 41% of US beauty shoppers rely more on reviews than they did pre-pandemic.

The reliance on reviews skews more to a younger demographic, with 58% of participants belonging to Generation Z making up this cohort. When determining a product’s efficacy, 58% of consumers care about the volume of reviews and 49% refer to recent reviews. In comparison to purchasing products pre-pandemic, 38% of respondents consider user-generated imagery and video useful to purchasing beauty goods online.‘It’s no surprise that shoppers are relying more on validation from existing shoppers when making buying decisions now they are shopping more online,’ shares Andrew Smith, vice president at PowerReviews.

With peer advice becoming an increasingly important part of the purchasing process, digital platforms and Skincare Networks that enable consumers to discuss, learn and rate products are becoming integral to beauty and skincare retail.

Previous News Articles
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, 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, ...
Foresight Friday : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN