US – E.l.f. Cosmetics has partnered with TikTok on a song remix of ‘Eyes. Lips. Face.’, which was popular on the platform last autumn.
The song, originally written by songwriter iLL Wayno, has been reworked by Elf as ‘Eyes. Lips. Face. Safe.’, as a way of promoting the importance of personal hygiene during the coronavirus outbreak. In the video, singer Holla FyeSixWun washes her hands and sings about social distancing. With over 4.7 billion views, the video is intended to promote healthy practises in a fun and relatable way.
Created at a time when TikTok is experiencing particular success amid self-isolation, the collaboration will generate feelings of positivity towards E.l.f. Cosmetics – especially when many people are feeling overwhelmed by traditional news sources.
As we discuss with TikTok expert Alessandro Bogliari, the platform can effectively be used for values-based marketing, as well as individual self-expression.
Burberry's eco-collection embraces transparency
UK – Burberry has launched an eco-conscious product collection, the ReBurberry Edit, and is rolling out sustainable labelling.
Featuring 26 styles from the spring/summer 2020 collection, the ReBurberry range features innovative material creations such as eyewear crafted from bio-based acetate and trench coats, parkas and capes created Econyl – a recycled nylon made from regenerated fishing nets, fabric scraps and industrial plastic. The collection was also created in line with the brand’s new pistachio-coloured sustainability labels.
Drawing attention to the ‘positive attributes’ of these garments – including the amount of organic content or recycled natural fibres used in materials – the labels help to inform and educate consumers about the garments they’re purchasing.
Pam Batty, vice-president of corporate responsibility at Burberry, said: ‘By inviting customers to learn more about the sustainable credentials of our products through our labelling programme, we are helping them to better understand our initiatives and the breadth of the ambition of our Responsibility Agenda.’
In future, brands will become increasingly transparent about their values and initiatives – even if their overall outlook is imperfect.
Covid-19: Office spaces for socially distant employees
Netherlands – Cushman & Wakefield has designed a conceptual new office space to help its clients prepare for employees to return to work post-lockdown.
Created to help employers adjust to new restrictions, the 6 feet office development includes key social distancing measures to allow staff to safely operate in communal work environments. Consisting of six elements for safety, the concept brings together ideas such as simple rules of conduct, visually displayed routing and trained employees to advise on safe operations.
Jeroen Lokerse, head of the Netherlands at Cushman & Wakefield says: ‘We started the 6 Feet Office Project with the ambition to get the world safer and back at work sooner. We believe that a safe and healthy workplace is at the centre of what’s next in business.’
The advent of Covid-19 has resulted in a transformation of the ways people work – prompting an acceleration of future workplace cultures.
6 Feet Office by Cushman & Wakefield
Stat: US business set to change workplace safety measures
Samyan Co-op, Bangkok
According to research by PwC, many American businesses are planning to implement workplace changes to support employees in their return to work post-lockdown.
The study shows that some 81% are planning to change workplace safety measures and requirements to suit new hygiene needs and social distancing. In fact, 65% plan to reconfigure work sites to promote physical distancing. Where possible, 52% of businesses also plan to introduce shift work or alternate crews to reduce exposure.
In our upcoming piece on Lockdown Living, we’ll be exploring the ways that working environments will be adapting to suit the changing needs of employees.