News 17.04.2025

Need to Know

Mami Wata presents the new face of SPF, The Wizard of Oz to make its debut at The Sphere and how US teen boys are spending more than girls on fragrances.

Mami Wata makes sun protection accessible with a touch of humour

Mami Wata Bald Faces, Brazil

Brazil – Suncare brand Mami Wata is using humour and nostalgia to highlight the often-overlooked importance of scalp protection.

In its latest campaign, developed with agency Artplan, the brand adopts a retro infomercial style to target bald consumers with a tongue-in-cheek offer: scan your ‘face’ – referring not to facial features, but to the wrinkle-like shapes often found on the backs of bald heads – to receive a coupon code for two sunscreens for the price of one.

The campaign is light-hearted and playful in execution, but communicates a crucial message to those most at risk of scalp sunburn. ‘Our challenge was to communicate a serious health issue in a way that felt human and approachable,’ explains Rodrigo Almeida, chief creative officer of Artplan. ‘We believe that humour, when used with care and empathy, can be a bridge to real awareness and change.’

Blending satirical storytelling with cultural awareness, the campaign moves away from fear-based health messaging and instead reframes SPF use as both necessary and accessible. As suncare brands continue to embed protection into everyday behaviours, Mami Wata’s scalp-focused activation reflects a broader shift towards personalised, creative health communication.

For more on how brands are increasing awareness of sun safety through innovative methods, read our Future Forecast 2024: Beauty report.

Strategic opportunity

Explore the potential of humour and cultural insight to transform traditionally overlooked categories, like suncare, into more approachable, personalised and health-conscious solutions, making essential protection an integral part of daily life

The Wizard of Oz at The Sphere uses generative AI to re-imagine a classic

US – Launching in August 2025, The Wizard of Oz at the Sphere will transform the 1939 classic into an immersive spectacle using cutting-edge generative AI. Set inside Las Vegas’ colossal Sphere venue, the re-imagined film will envelop its 17,600-seat audience in a 16K resolution, 160,000-square-feet visual experience.

The project unites Google DeepMind, Google Cloud, Sphere Studios, Magnopus and Warner Bros Discovery, using AI models Veo, Imagen and Gemini to upscale footage, outpaint missing frames and generate performances – all without adding new dialogue or music.

‘We’re working with Sphere Studios, Magnopus and visual effects artists around the world, alongside our AI models, to effectively bring the original characters and environments to life on a whole new canvas – creating an immersive entertainment experience that still respects the original in every way,’ said Buzz Hays, the global lead for entertainment industry solutions at Google Cloud, in a press release.

In our Archi-tainment report, we analysed how a new generation of transformative structures focused on next-level entertainment experiences like The Sphere are set to influence commercial, public and third spaces.

Google, US

Strategic opportunity

Consider creating branded experiences that blend nostalgia, IP and cutting-edge tech. Think pop-ups or events where AI re-imagines a classic campaign, product launch or cultural moment

Stat: US teen beauty spending soars as Gen Z embrace fragrances and skincare

Jay Chou for La Mer, Taiwan Jay Chou for La Mer, Taiwan

US – Teen beauty spending is on the rise, with Piper Sandler’s Taking Stock With Teens 2025 report revealing double-digit year-on-year growth, particularly in fragrances and skincare.  

A survey of 6,455 US teens across 43 states found fragrances to be the fastest-growing category, with teen boys increasing their annual spending by 44% to £96 ($127, €112), surpassing girls’ average of £81 ($107, €94). 

Daily fragrance use rose significantly, with 53% of boys and 78% of girls applying scent daily – up from 43% and 66% in 2023. Jean Paul Gaultier and Versace topped teen boys’ fragrance preferences, while Bath & Body Works and Sol de Janeiro led among girls. 

In skincare, CeraVe remains dominant across genders, with 52% of boys and 32% of girls naming it their go-to brand. Sephora retained its lead as the top beauty retailer for teen girls, while Amazon led among boys. 

Our Three Key Takeaways From NRF 2025: Retail’s Big Show and World Retail Congress 2024: Community Commerce reports unpack the co-creation and phygital experience strategies brands need to employ to tap into the Zalpha economy (the youngest Gen Z and oldest Alphas).  

Strategic opportunity

Beauty brands should tap into young consumers’ growing investment in fragrances and skincare by developing affordable, age-appropriate products while prioritising community loyalty programmes and experiential retail experiences with co-creation opportunities

LS:N Global Just Got Smarter

Supercharge your research with our new generative AI tool and make our platform your trusted intelligence partner. Explore Ember now.

Previous News Articles
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN