Need to Know
06 : 05 : 20

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.

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.

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.