LSN : News : Elf taps into adventure culture with mid-ocean skincare drop

Fairmont launches global campaign celebrating everyday moments of magic

Make Special Happen by Fairmont Hotels & Resorts, campaign by King & Partners, US

US – Fairmont Hotels & Resorts has unveiled a new global brand campaign Make Special Happen spotlighting the luxury hospitality brand’s legacy of hosting iconic moments.

Directed by acclaimed filmmaker Jean Claude Thibaut and developed by creative agency King & Partners, the campaign evokes the timeless charm of classic cinema. With nods to Fairmont’s storied past, including hosting the signing of the UN Charter and Capote’s famed Black and White Ball, the campaign imagines a modern celebration anchored by distinctive characters and the enduring magic of a Fairmont stay.

‘Our goal was to honour Fairmont’s extraordinary heritage while presenting it in a fresh, cinematic way that celebrates connection, joy and togetherness,’ said Thibaut.

Accompanying the campaign is a new collection of guest experiences under the banner Special Happens, which encourages customers to discover unique moments at Fairmont properties.

Offerings range from starlit spa rituals and wild nature retreats to culinary journeys and cultural immersions, as well as yoga under waterfalls in Whistler and exclusive jazz heritage tours in Montreux.

In an industry racing toward tech-driven efficiency, the brand’s focus on storytelling, emotional resonance and deeply human experiences signals a return to hospitality’s roots. This evokes themes we explored in our Luxury Recrafted macrotrend report, where emotional connectivity, personalisation and human touch are emerging as key value drivers.

Strategic opportunity

In an era of algorithmic booking and frictionless check-ins, brands should reframe hospitality as narrative-led escapism. Curate emotionally charged, culturally rooted experiences that transform a stay into a story guests will want to tell and share

Elf taps into adventure culture with mid-ocean skincare drop

US – Beauty brand Elf has orchestrated a high-impact cultural stunt by airdropping a skincare package to solo sailor Oliver Widger, who is documenting his journey from Oregon to Hawaii alongside his cat, Phoenix.

The package, delivered via a small plane, included Elf's Holy Hydration face cream, Suntouchable sunscreen, snacks, cat treats and handwritten letters from children. The gesture was coordinated over two weeks, after Widger’s friends reached out to multiple brands – Elf was the only one to respond.

Following his arrival in Hawaii, Widger joined Elf for a Twitch livestream, extending the brand moment into gaming and digital culture.

The campaign reflects a new code of culture where brands are moving in step with real people and real stories, forming unexpected alliances that blend categories and speak to community values. As seen with Charlotte Tilbury’s partnership with F1, beauty is crossing into sports, adventure and lifestyle, shifting from studio-based marketing to real-world, emotionally resonant experiences.

At the same time, the inclusion of SPF products underscores Elf's commitment to sun protection. which aligns with a wider cultural push to make sun safety more visible, accessible and culturally relevant. For more, read the Sun Protection 101 section of our Future Forecast 2025: Beauty report.

Elf cosmetics and Oliver Widger, US

Strategic opportunity

Brands should consider tapping into unexpected cultural moments to show up in real life in ways that feel genuine and human. Thoughtful, well-placed actions can build stronger emotional connections and stay with people far beyond the campaign

Stat: Gen Z Brits wish they were growing up without the internet

Samsung Galaxy Z Flip5, Indonesia

UK – Nearly half (47%) of UK people aged 16–21 would rather grow up in a world without the internet, according to new research published by certification organisation the BSI.

The survey of 1,293 young people highlights a complex reality: although digital life is unavoidable, particularly after the pandemic, many are seeking boundaries and limits. Half believe a social media curfew would improve their wellbeing, and 79% say tech companies should be legally required to build stronger privacy protections for children and teenagers.

‘The younger generation was promised technology that would create opportunities,’ said Susan Taylor Martin, BSI CEO. ‘Yet it is exposing young people to risk and negatively affecting their quality of life.’

The findings show that 68% feel worse about themselves after time online, with 42% hiding their digital behaviour from parents and 40% admitting to using fake accounts.

Daisy Greenwell, co-founder of Smart Phone Free Childhood, said, ‘Nearly half of young people would prefer to grow up without the internet. That should be a wake-up call for all of us.’

These findings highlight increasing scrutiny of teen technology use amid rising mental health concerns. Our Teens, Tech and Tapping Out report explores how social media’s addictive nature is driving a grassroots push to rethink technology habits.

Strategic opportunity

Brands targeting Gen Z and Gen Alpha should build screen breaks and offline experiences into their ecosystems to position digital balance and wellbeing as aspirational lifestyle markers and to help young people develop healthier relationships with technology