News 05.08.2021

Need to Know

Starla’s luxurious take on NOLO wine, Revlon taps into hype culture with StockX make-up drop and Gen Z are most likely to engage with climate content online.

Alcohol-free wine Starla mimics luxury fashion

Starla Wines, US

US – The drinks brand is positioning alcohol-free wine as a desirable and luxurious category by taking cues from the luxury fashion sector. Its campaign film has an editorial feel, featuring a lavish party scene with highly stylised models and interiors. Initially launching with three flavours, Sauvignon Blanc, Red Blend and Sparkling Rosé, the ‘alcohol-removed’ wines provide a healthier alternative to conventional alcoholic drinks.

Starla further expands its lifestyle approach with a curated content hub, which includes shoppable campaign looks, alcohol-free resources and wellness advice. By doing this, the brand reframes stereotypical associations with sobriety. ‘The point is to show how radiant your life can be without alcohol,’ explains Dawn Maire, founder and CEO of Starla. ‘If you’re not drinking alcohol at a party, people usually think it’s because you’re sick, pregnant or an alcoholic. We want to get rid of the stigma and focus on the positive.’

As moderation mindsets rise among consumers, there is growing opportunity for brands to challenge outdated conceptions around low and no-alcohol beverages. Explore the innovations of other next-gen winemakers in Alternative Vintners.

Strategic opportunity

When reaching new audiences, post-category alcohol brands can take the focus away from health benefits and towards desirability. Take inspiration from the wider lifestyle sector to better connect with sober curious drinkers

Six Senses Ibiza champions community-centric travel

Six Senses Ibiza Six Senses Ibiza
Six Senses Ibiza Six Senses Ibiza

Ibiza – Targeting travellers seeking out enriching cultural experiences, new opening Six Senses Ibiza is offering guests community and creative experiences. Its cultural programme and amenities include farm-to-table dining, music, art, sustainable fashion and wellness. Providing immersion and education, guests are invited to take part in activities such as on-site cooking lessons and dress-up nights facilitated by fashion editors.

The destination elevates traditional hotel environments and stimulates intrigue by drawing inspiration from Ibiza. Jonathan Leitersdorf, architect and developer for Six Senses Ibiza, says: ‘By channelling the destination’s unique sense of community and celebration, we have created a truly transformative environment wherein guests are invited to meaningfully connect with nature, each other and themselves while discovering the elements that make Ibiza unlike anywhere else in the world.’

With the travel sector in a state of renewal, community-first concepts like Six Senses Ibiza are helping to rebuild tourism through cross-cultural placemaking. Discover similar initiatives in our round-up of community travel innovators.

Strategic opportunity

Travel destinations should take inspiration from local communities and surrounds, making sure to integrate educational opportunities into cultural programmes. Invite local businesses and individual talent to support with these experiences

Revlon drops hype beauty collection on StockX

US – Cosmetics brand Revlon is experimenting with drop culture through the launch of an exclusive make-up collection by musician and brand ambassador Megan Thee Stallion. It includes 10 face and eye shades, chosen by Megan, along with a reworked Revlon lipgloss and false eyelashes. Available on online marketplace StockX, and limited to just 450 sets, the Hot Girl Sunset Collection marks a first for a beauty brand.

By occupying a space usually reserved for sought after fashion items, this initiative will allow Revlon to reach diverse new audiences. ‘Given the palpable excitement around Megan, we wanted an unexpected launch model to match it,’ says Chandra Coleman Harris, general manager of Revlon. ‘StockX is at the center of culture so the synergies between our brand DNA, her fans, and StockX's dynamic marketplace aligned perfectly.’

In this way, Revlon is subverting conventional codes around beauty sales. Since our Hype Beauty microtrend in 2018, we’ve been tracking the ways that cosmetics brands are borrowing from cultural sectors to inform their marketing and communications.

Revlon x Megan Thee Stallion Hot Girl Sunset Collection

Strategic opportunity

Beauty, health and wellness brands can take cues from other cultural sectors to spark interest from new audiences. Find ways to show up in unexpected spaces from gaming platforms to shoppable videos

Stat: Younger generations drive online climate conversations

Homecoming and Browns 2020 Homecoming and Browns 2020

With many young people expressing strong opinions about the environment, a new survey by Pew Research Center finds that younger generations are the most likely to interact with social media content relating to climate change.

The study shows that 45% of Generation Z have interacted with social media content relating to climate change, along with 40% of Millennials. This compares to just 27% of Generation X and 21% of Baby Boomers. Meanwhile, Gen Z are most likely to feel intense emotional reactions to climate change content, with 69% saying it makes them feel anxious about the future. More than half (54%) of Gen Z say that climate change content makes them feel motivated to learn about climate change issues.

As we explore in Graphic Activism, young people are increasingly using online spaces to fuel climate crisis conversations through unconventional visual approaches.

Strategic opportunity

Companies seeking to target younger generations around climate change issues must take a visually engaging approach to social media campaigns. Consider working with young content creators to design stimulating videos and imagery

Previous News Articles
Future Days 2025: Urban life in 2050 and queer design futures

News

Future Days 2025: Urban life in 2050 and queer design futures

The second day of Future Days 2025 kicked off at the Estufa Fria botanical garden in Lisbon.
Future Days 2025 : Sustainability : Urban Design
Foresight Friday: Alice Crossley, senior foresight analyst

News

Foresight Friday: Alice Crossley, senior foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight ana...
Foresight Friday : London Marathon : Sports
Stat: Circular fashion is gaining momentum in US luxury e-commerce

News

Stat: Circular fashion is gaining momentum in US luxury e-commerce

Americans who purchase luxury apparel online are increasingly turning to circular fashion, according to new data from the Mastercard Economics Inst...
Sustainability : Fashion : Luxury
Arabian Travel Market 2025: Connected transport and cruise tourism

News

Arabian Travel Market 2025: Connected transport and cruise tourism

Day three of Arabian Travel Market (ATM) 2025 cast a spotlight on the evolving role of connected transport and the booming cruise sector in shaping...
Travel : Middle East Travel : Global Events
Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

News

Stat: Kenya and Egypt lead Africa’s accelerating AI investment race

New research from cybersecurity company Fortinet reveals that 85% of African businesses across five key markets plan to invest in AI within the nex...
Statistic : Stat : Egypt
Future Days 2025: How TimeOut turned a magazine into a destination food market

News

Future Days 2025: How TimeOut turned a magazine into a destination food market

Just days after a climate-induced power outage plunged Portugal into darkness, Lisbon emerged as a beacon of resilience and innovation with the ope...
Global Events : Sustainability : Placemaking
Arabian Travel Market 2025: The power of human and spiritual connection

News

Arabian Travel Market 2025: The power of human and spiritual connection

Day two of the Arabian Travel Market (ATM) 2025 continued to spotlight the future of global tourism with a strong focus on human, cultural and spir...
Travel : Travel & Hospitality : Global Events
ChatGPT expands into e-commerce

News

ChatGPT expands into e-commerce

OpenAI has announced the launch of new shopping features within ChatGPT.
Technology : Retail : AI
Stat: American Gen Z are more optimistic about finances than their elders

News

Stat: American Gen Z are more optimistic about finances than their elders

Young people are surprisingly optimistic about their personal finances, reveals new data from the NBC News Stay Tuned Poll, powered by SurveyMonkey.
Politics : Finance : Economy
Arabian Travel Market 2025: AI and accessible tourism

News

Arabian Travel Market 2025: AI and accessible tourism

LS:N Global reviews the most innovative discussions, impactful presentations and new product showcases seen at The Arabian Travel Market 2025 ...
Travel : Travel & Hospitality : Global Events
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN