News 22.04.2024

Need to Know

Laura Geller dedicates ad to Gen X women, Lexus brings the future of mobility to Milan Design Week 2024 and why young consumers are prioritising healthy eating amid inflation.

Laura Geller issues comical invitation to Own Your Age

Own Your Age campaign by Laura Geller Beauty, US

US – New York beauty brand Laura Geller has launched the captivating campaign Own Your Age, embracing the idea that age doesn't limit beauty, but enriches it. This ad not only celebrates ageless beauty but also fosters a supportive community empowering mature women.

The campaign spotlights women who believe they need to appear and behave younger. According to a September 2023 study by the American Association of Retired Persons, 81% of women over 50 say they feel pressure to look and dress younger.

Through a humorous lens, comedian Leanne Morgan stars as an age empowerment coach who pushes women to embrace and celebrate their age. Laura Geller combats age stereotypes and creates a safe space for older women to redefine beauty standards.

This campaign builds on the brand's previous commitment to inclusivity. In 2021, it launched National Mature Women's Day, a yearly holiday on 9 April. Each year, a one-day sitewide sale offers incremental discounts corresponding to age (for instance, if you are 52, you get 52% off).

As highlighted in our Gen X Now and Next: From Ambiguity to Advocacy macrotrend report, this so-called forgotten generation are waiting for brands and advertisers to make them feel seen and empowered.

Strategic opportunity

Consider how to address Boomers' and Gen X's concerns about ageism and acknowledge their unique perspectives. Can you highlight the diversity of ageing experiences and beauty standards by featuring women of all ages in marketing campaigns, ads and media content?

Lexus reveals Time exhibition at Milan Design Week 2024

Time installation by Lexus, Milan Design Week 2024, Italy Time installation by Lexus, Milan Design Week 2024, Italy
Time installation by Lexus, Milan Design Week 2024, Italy Time installation by Lexus, Milan Design Week 2024, Italy

Italy – Lexus has debuted its installation Time at Milan Design Week – offering visitors an immersive glimpse into the future of mobility. Set at the Superstudio Più, the exhibition invites attendees to explore the interconnection of software and hardware shaping next-generation vehicles.

Inspired by Lexus' cutting-edge battery electric vehicle concept LF-ZC, Time showcases the endless possibilities of mobility through art. The exhibition features work by Hideki Yoshimoto, Marjan van Aubel and Keiichiro Shibuya, who have created a multisensory experience that surpasses traditional automotive showcases.

Simon Humphries, chief branding officer at Lexus, explains the main theme of the installation: 'Time reflects our belief that experience and time are inseparable concepts. Lexus aims to redefine luxury by exploring the relationship between people and time in an era of evolving technology.’

Beyond the Horizon, an interactive installation by Lexus, presents a vision of future mobility where vehicles evolve continuously through software updates. Utilising Japanese Echizen washi paper infused with bamboo fibres, the installation highlights Lexus' commitment to sustainability and craftsmanship. For more insights on automotive innovations, head to our mobility topic.

Strategic opportunity

Explore the potential of immersive brand experiences to create deeper connections with consumers. Consider how your business can leverage installations or exhibitions to showcase your products or services in a memorable and interactive way

Instagram's new tools combat sextortion threat

Sextortion tools by Meta, Global Sextortion tools by Meta, Global

Global – Instagram is set to trial new features aimed at combatting the alarming rise of 'sextortion' on its platform. The initiative includes a 'nudity protection' tool, automatically blurring explicit images in direct messages, especially targeting minors. Pop-ups directing potential victims to support services will also be introduced.

This move comes amid warnings from governments around the world regarding the increasing threat of sextortion to young people. Often initiated with the exchange of explicit images, victims are coerced into sending more under threat of public exposure.

Instagram's nudity protection system, powered by AI, aims to shield users from unwanted content and scammers. Additionally, measures will be implemented to detect potential sextortionists and restrict their interactions.

In a statement Meta, Instagram's parent company, emphasised the importance of protecting vulnerable users such as minors online.

For more insights on the future of online safety, head to our Innovation Debrief 2023–2024 report.

Strategic opportunity

As explored in our AI Optimism Market analysis, this technology could help safeguard individuals. Consider how to use AI-powered tools to enhance online safety and protect users from various forms of online threats and abuse

Stat: Gen Z and Millennials prioritise healthy eating amid cost of living crisis

Zoe, US Zoe, US

US – New research from Lifesum, a global healthy eating platform, highlights a trend where Gen Z and Millennials are prioritising healthy eating amid the current Cost of Living Crisis by cutting back on non-essentials.

Its 2024 State of Healthy Eating and Wellbeing Report unveils the sacrifices that these generations are willing to make – including reducing spending on fashion, tech and online courses – so they have enough money to buy healthier food. Lifesum’s survey of 10,000 Gen Z and Millennials shows that 62% are willing to scale back on fashion, 55% on tech and gadgets, and 36% on streaming services.

The desire for wellbeing and for nutritious food has become paramount, with healthy eating serving as an affordable and accessible source of pleasure. Lifesum notes that 71% of these demographics are willing to quit their job for one that better supports their wellbeing.

This shift towards healthier eating habits reflects broader lifestyle changes whereby people put their health first, from clean beauty to nutritious snacks and low and no alcohol drinks.

Strategic opportunity

Consider how to shift marketing strategies to emphasise the health benefits of your products and services, highlighting how they contribute to overall wellbeing and align with consumers' new priorities

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