News 30.03.2021

Need to Know

An exhibition via a food delivery service, a recycling programme for hair extensions and why young consumers are foregoing deodorant during lockdowns.

An art exhibition within a food delivery app

Exhibition preview by Wolt and The Zuzeum Art Centre, Riga

Latvia – The Zuzeum Art Centre is taking an unconventional approach to presenting its latest exhibition, which is being hosted within food delivery app Wolt.

Structured as a restaurant menu, the Zuzeum Art Preview invites visitors to view works of art that will later be on show when lockdown restrictions are lifted. Featuring as a selection of Appetisers, Entrées and Desserts, these ‘dishes’ represent various artworks that will be featured at the Zuzeum Art Centre. Each visitor can add their favourite artists and artwork to their basket, before adding ‘cutlery’ – or an open date exhibition ticket – to their order.

Wolt’s couriers then deliver these tickets, along with personalised guides and additional recommendations, to future exhibition visitors. Grisha Sorokin, creative director at Little Good Agency, the company which conceptualised the project, said: ‘Sometimes, during these difficult times, Wolt becomes a source of procrastination, and using it as an educational and inspirational channel is an exciting opportunity.’

This creative initiative provides an example of the ways that brands from different sectors can collaborate to benefit each other during the inter-Covid period.

This recycling programme cuts hair extension waste

Hair recycling by Milk + Blush, US Hair recycling by Milk + Blush, US
Hair recycling by Milk + Blush, US Hair recycling by Milk + Blush, US

US – Hair extensions supplier Milk + Blush is launching a hair recycling programme to reduce the wastefulness of its current practices.

As part of its efforts to be a greener supplier of hair extensions, the brand is partnering with eco-charity Matter of Trust to take part in its Clean Wave Programme. While much of the brand’s used hair fibres are usually sent to landfill sites, in this initiative the products will be recycled instead and used to absorb oil and clean drains.

To take part in this initiative, customers can post their hair extensions back to Milk + Blush, who will then donate the hair to the Clean Wave Programme. Along with surplus hair from salons, fur from pet groomers and fleece from farmers, the charity will create hair mats to trap unwanted debris in water.

Demonstrating the impact of Whole-system Thinking, the programme shows how Milk + Blush is taking responsibility for the entire lifecycle of its hair extensions, and empowering its consumers to consciously discard its products.

Dimpact is a carbon calculator for streaming services

Carbon footprint tracker by Dimpact Carbon footprint tracker by Dimpact

Bristol – Computer science researchers at the University of Bristol have created an online tool to track and understand the carbon impacts associated with digital media.

Aimed at encouraging streaming services to become more sustainable, Dimpact is a pioneering web app that helps the digital media industry map and manage its carbon impacts. The service, which is already being used by companies including the BBC, Sky, ITV and Netflix, enables users to assess the impact of digital video streaming, publishing and advertising services.

‘The Dimpact tool presents a really clear picture of how our shows get all the way to viewers, and maps out for us the carbon footprint of our content,’ says Tim Davis, principal architect EA at ITV. While the tool is now being used for reporting purposes, the aim is to develop its ability to model different scenarios and enable technology teams to reduce overall emissions.

Digital services and streaming are under increasing pressure to take responsibility for their carbon emissions as the trend for Low-impact Interfaces moves beyond the user experience.

Stat: Deodorant usage declines among young consumers

By Humankind, US By Humankind, US

While sales of hygiene products like soap have grown in the past year, deodorant sales have declined, particularly among young consumers.

According to research by Mintel, about three in 10 deodorant users in the UK have applied it less frequently since the beginning of the pandemic. This behaviour is especially apparent among Gen Z, with 45% of this demographic applying it less frequently, along with 40% of Millennials.

‘Consumers spending more time at home, and exercise routines split across the day, have meant it is easier to jump in the shower to wash as opposed to using a deodorant,' explains Emilia Greenslade, OTC and personal care analyst at Mintel. Concern over chemical compounds in deodorant and sustainability issues relating to product packaging are also contributing to this change in mindset.

To make the category more sustainable, personal care brands have an opportunity to embrace eco-friendly packaging and Refined Refillables.

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