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?

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