LSN : News : 21 : 02 : 25

The Lighthouse launches Venice campus to provide content creators with a creative workspace

The Lighthouse by Whalar Group. Photography by Yoshihiro Makino, US

US - Creator and social agency the Whalar group has launched The Lighthouse, a campus in Venice, California that will serve as a hub for 150 curated creators and creative professionals, fostering collaboration, production and professional development.

Located in the historic 1937 Venice Post Office, the campus features production studios, a writers' room, podcasting spaces, a 72-seat theatre, private and open-plan workspaces, a test kitchen and various social venues.

The Lighthouse has partnered with Shopify, iHeartMedia and Samsung to enhance the experience with retail activations, live audio programming and digital art installations. This launch is the first of a global expansion, with Brooklyn and London locations set to follow.

By providing creators with dedicated, physical spaces, The Lighthouse is reshaping how digital talent connects, creates and scales businesses in a fast-evolving industry. For more on what’s next for the creator economy, head to our The New Creatorverse report.

Strategic opportunity

From in-office production studios to filming locations, brands that open their doors to creators and provide them with physical workspaces can embed themselves in the creative process, fostering authentic, long-term relationships that go beyond paid partnerships

Foresight Friday: Olivia Houghton, deputy creative foresight editor

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, deputy creative foresight editor Olivia Houghton delves into deception in the wellness industry, the US government prioritising profit over planet and the questionable longevity of influencer-founded brands.

: Netflix’s latest docuseries, Apple Cider Vinegar, has re-ignited conversations around deception in the wellness industry. The series follows the story of Belle Gibson, the Australian con-artist who built a million-dollar whole foods empire on the fabricated story of curing her illness through diet and lifestyle changes.

This debate is especially timely as Ozempic and other weight-loss drugs become mainstream lifestyle tools. While nutrition remains one of the most effective forms of preventative medicine, systemic issues – such as a broken food system – make it clear that lifestyle changes alone aren’t always enough. The tension between natural solutions, pharmaceutical intervention and corporate interests continues to shape the future of health and wellness.

: This week, Brian Gibbs, a respected national park ranger specialising in environmental education, lost his job following efforts by Donald Trump and Elon Musk to dramatically shrink the size and functionality of the federal government. Meanwhile, Kathleen Sgamma has been appointed to lead the Bureau of Land Management (BLM), marking a clear move away from conservation toward resource extraction and privatisation.

With drilling set to expand on once-protected lands, the balance between economic gain and environmental stewardship grows increasingly fragile. Will short-term profits continue to outweigh the long-term health of our planet?

: The collapse of Sarah Ashcroft’s fashion label SLA has raised questions over the longevity of influencer-founded brands. While Ashcroft cited manufacturing issues as the primary cause of financial turmoil, the brand’s downfall has sparked a broader debate: Can businesses built purely on personal branding sustain long-term success in retail and culture?

With affordability taking priority, dupe culture is booming and fast-fashion giants such as Shein and Ego dominate. Yet brands like Grace Beverley’s Tala show that influencer-led businesses can thrive if they offer real innovation, ethical transparency and quality. As the landscape shifts, we’ll explore new definitions of value at our upcoming New Codes of Value webinar. LS:N Global members can RSVP here.

Apple Cider Vinegar on Netflix, US

Quote of the Week

‘It makes sense that we place our faith in someone (likely beautiful) on the internet. We know they’re selling us something, but when you or a loved one is sick and scared, you can’t put a price on hope’

– Samantha Strauss, show writer, Apple Cider Vinegar

Stat: Millennials to overtake Gen X in beauty spending by 2034

Centre for Ageing Better, UK

Global - Gen X (born 1965–1980) is currently the dominant force in global beauty spending, with the generation set to contribute an additional £119bn ($150bn, €141bn) to the market between 2024 and 2034, according to a new report by NielsenIQ, World Data Lab and Spate. 

Gen X has higher engagement across 80% of beauty categories, with skincare seeing the fastest growth at 4.9% year-on-year. Convenience is key for this consumer group, with Gen X favouring all-in-one platforms such as Amazon and hypermarkets for shopping. Social media is also influencing purchases, with #over40makeup accumulating 6.9m TikTok views in 2024. 

Despite Gen X’s stronghold, the report highlights a shift on the horizon. By 2034, Millennials will surpass Gen X in beauty spending, driven by a preference for services over traditional products. Sustainability and natural ingredients are also emerging as non-negotiables for younger consumers. 

With the global beauty market set to grow from £873bn ($1.1 trillion, €1.04 trillion) in 2024 to £1.43 trillion ($1.8 trillion, €1.7 trillion) by 2034, brands must balance Gen X’s purchasing power with the evolving demands of Millennial and Gen Z consumers to stay ahead.  

Dive into our Generations topic to discover how to engage and inspire the Gen X, Millennial and Gen Z consumer of today and tomorrow. 

Strategic opportunity

Despite dominating beauty sales, Gen X is often overlooked by brands. Tap into this lucrative market by creating campaigns and products designed specifically for this demographic and their common concerns, such as lack of time due to dual care responsibilities, to make them feel seen and heard