News 25.02.2022

Need to Know

The Ordinary calls clean beauty into question, a brand identity that amplifies Black voices, and ad bans linked to reduction in junk food consumption.

The Ordinary goes pro-sulphate for shampoo line

The Ordinary Hair Care, UK

Toronto – Going against widespread shifts in clean beauty, The Ordinary is opting to champion a controversial ingredient in its new haircare line: sulphates.

Banned by retailers such as Sephora and Credo, sulphates have fallen out of favour with consumers seeking non-chemical beauty alternatives. Used for decades as a cleansing and foaming agent in personal care products, sulphates have acquired a negative reputation as the clean beauty movement grew.

Now, chemists, product formulators and doctors are debating whether the reputation is justified. Sulphates, they claim, are one of the most effective and cheap substances for washing hair and generating an ideal lather when used in the right concentration. They are not an allergy, a hormone disruptor or a cancer-causing substance.

In keeping with The Ordinary’s Skintellectual approach, the new haircare products are named after the key ingredient in each formula. The shampoo, for example, is called the Sulphate 4% Cleanser, which has led to polarising debate online. The Ordinary’s decision to resurrect shunned sulphates has generated a lot of publicity. Perhaps missing from the brand’s communication, however, is the fact that sulphates typically cater for Western, white hair.

Strategic opportunity

Weighing in on a cultural debate can help fuel publicity. But companies must be careful to consider all demographics when launching initiatives

Capital B revives Black community reportage

Capital B, US Capital B, US
Capital B, US Capital B, US

US – Non-profit news organisation Capital B is addressing the loss of heritage Black newspapers with a graphic identity that gives the organisation a feeling of prestige and legacy.

Capital B is a national news outlet for Black Americans founded by former Vox editor-in-chief Lauren Williams and Akoto Ofori-Atta, former managing editor of The Trace. The digital site provides high-quality civic journalism to Black communities around the country, aiming to redress the disinformation that has resulted from the collapse of traditional Black newspapers.

The new visual identity, which was led by brand consultant Matter Unlimited, is influenced by historical Black magazines and companies such as Ebony, Jet, Essence, and channel Black Entertainment Television (BET). ‘When people who have been historically and systematically left outside of the primary power structures gain access to accurate, timely and relevant information, the power dynamic shifts,’ explains Isis Dallis, managing director of Matter Unlimited.

Championing local voices and on-the-ground reporting, the rebranding is aimed at the American Middle, amplifying neglected voices and strengthening communities that fall outside of the coastal elite.

Strategic opportunity

Consumers are becoming more interested in local perspectives and ideas. What can your company do to help marginalised groups have their views heard?

Disney is building residential neighbourhoods

Rancho Mirage, California – Storyliving by Disney will allow fans of the entertainment company to live in the magical world of their favourite characters, every day.

The residential project will include master-planned communities complete with a range of Disney-themed amenities, activities and services. Operating as part of the company’s theme park division, the communities will be managed by Disney cast members – who will remain in character across different locations – and offer the same service found in its resorts.

The first location, which will consist of 1,900 dwelling units, will be in Rancho Mirage, an area where Walt Disney himself once lived. Going beyond its usual clientele, the initiative intends to attract an older audience as well, with several sites dedicated solely to people aged 55 and over.

As entertainment companies explore the potential of hospitality spaces, they are integrating Extreme Escapism into their offering, creating immersive experiences that propel guests into fantasy realms.

Storyliving by Disney, US

Strategic opportunity

Consider how your company can build a presence in hospitality venues. Seize the opportunity to integrate products and services in existing hotels before creating new spaces

Stat: Banning junk food ads reduces calorie intake

How to Eat Everything by Kelsey McClellan How to Eat Everything by Kelsey McClellan

According to research conducted by PLOS Medicine, restricting fast food advertising on public transport reduces the average intake of high-fat, salt and sugar (HFSS) food and drink. In the UK, limiting junk food advertising on Transport for London (TFL) resulted in a weekly reduction of 1,001k calories per household.

The study, which was led by the London School of Hygiene & Tropical Medicine (LSHTM), analysed data from over two million supermarket purchases of HFSS to evaluate the impact of the TfL HFSS policy, which was imposed on the London Underground, TfL Rail and bus stops. Showing promising results, the average weekly energy purchases of chocolate and confectionery decreased by 317.9 kcal (19.4%).

‘The findings are particularly significant in light of the Health Bill currently going through Parliament, as they provide further evidence of the effectiveness of advertising restrictions and help support the case for the government’s proposed ban on the online advertising of high-fat, salt and sugar foods and drinks,’ explains professor Steven Cummins, chief investigator of the study.

As governments consider implementing policies limiting HFSS advertising in outdoor spaces, the findings support the efficacy of such prohibitions. Companies looking to further inspire healthy eating can consult Healthy Kids Campaigns.

Strategic opportunity

Beyond removing advertising for junk food from public spaces, what can your company do to actively encourage healthy eating?

Previous News Articles
Hims & Hers takes on obesity crisis in provocative Super Bowl ad

News

Hims & Hers takes on obesity crisis in provocative Super Bowl ad

Telehealth brand Hims & Hers made a bold debut at the Super Bowl with a provocative 60-second ad addressing the US obesity epidemic.
Health & Wellness : Society : Advertising & Branding
Women less confident in Bank of England amid inflation pressures

News

Women less confident in Bank of England amid inflation pressures

New research from the University of Oxford reveals that women trust the Bank of England (BoE) less than men and feel more financially squeezed by i...
Finance : Society : Identities
Stat: US wellness economy surpasses £1.6 trillion milestone

News

Stat: US wellness economy surpasses £1.6 trillion milestone

The US wellness economy has officially surpassed £1.6 trillion ($2 trillion, €1.9 trillion) for the first time, according to a new report from the ...
Finance : Health & Wellness : Society
LS:N Global Just Got Smarter

News

LS:N Global Just Got Smarter

Meet our new AI tool, Ember.
The Future Laboratory
Skyn reframes condom shopping in Japan

News

Skyn reframes condom shopping in Japan

Condom brand Skyn is injecting humour into Valentine’s Day marketing with its latest campaign, Soft Competition, which playfully explores the tensi...
Advertising : Skyn : Japan
AI chatbot Eva gives a voice to imprisoned women

News

AI chatbot Eva gives a voice to imprisoned women

El Surtidor, an independent media outlet in Paraguay has launched Eva, an AI-powered chatbot based on a woman imprisoned for alleged drug trafficki...
Technology : The Synthocene Era : Synthocene Era: Far Futures
Stat: Increasing amount of microplastics in placentas linked to premature births

News

Stat: Increasing amount of microplastics in placentas linked to premature births

New research presented at the Society for Maternal-Fetal Medicine has found that microplastic contamination in placentas is more than 50% higher in...
Health : Sustainability : Stat
Arc brings contrast therapy to London as demand for social wellness grows

News

Arc brings contrast therapy to London as demand for social wellness grows

The UK’s first communal contrast therapy club arc has launched in Canary Wharf, offering burnt-out Londoners a new way to prioritise health and soc...
Health & Wellness : Society : Sports & Leisure
Foresight Friday: Emily Rhodes, creative foresight analyst

News

Foresight Friday: Emily Rhodes, creative foresight analyst

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing.
Youth : Health & Wellness : Fashion
Stat: Americans want plant-based meat to be cheaper not taste better

News

Stat: Americans want plant-based meat to be cheaper not taste better

Lowering prices, rather than improving taste, could drive wider adoption of plant-based meat alternatives, according to a study published in Procee...
Finance : Food & Drink : Society
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