Beauty

From new product launches to inspiring campaigns, discover the trends impacting the beauty sector

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01 : 11 : 19

Copenhagen spotlights chance encounters on the Metro, digital billboards protect Sweden’s nightlife, and Bounce democratises the musical creative process

Data-driven billboards are saving Stockholm’s nightlife

Stockholm Underground billboards by Clear Channel Sweden

Stockholm – Clear Channel has launched a series of billboards that steer commuters to live music experiences.

The campaign, Stockholm Underground, was created in response to the number of music venue closures that have affected the Swedish city over the past year. In a bid to encourage Stockholm residents to embrace live music experiences and never-heard-before artists, digital advertising company Clear Channel has replaced 300 advertising billboards on its Metro with guides directing commuters to the nearest gigs.

To develop the campaign, the brand created a database of forthcoming live shows from unsigned local bands. As a gig draws closer, the GPS coordinates of the venue trigger the 100 closest digital screens. The company hopes the campaign will boost audience numbers at local venues, in turn supporting Stockholm’s music economy.

Clear Channel is demonstrating how brands can transform their traditional advertising campaigns into forces for good and solve city-wide problems.

Bounce wants to transform how music is created and consumed

Bounce music app Bounce music app
Bounce music app Bounce music app

Los Angeles – Music collaboration app Bounce has launched a public version.

The app, which was created to streamline the workflow of industry song-makers, allows music creators and their collaborators to organise tracks and compare different versions, as well as securely share demos, and send and receive time-stamped feedback.

Developed by Godmode Music co-founders Talya Elitzer and Nick Sylvester, the app was previously only available by invitation. Building on feedback from the app’s existing network of users, the public version incorporates a host of upgrades, such as a public sharing option, new sampling features and two-step biometric security features.

In future, the co-founders hope that artists and labels will eventually use Bounce as a way to showcase multiple versions of a track, providing fans with a glimpse into the artistic creative process. The app is also not limited to industry professionals. ‘It could be a kid in his bedroom,’ says Elitzer, hinting at how Bounce could help to power the next generation of Social Media Music.

Copenhagen Metro celebrates the serendipity of travel

Copenhagen Metro

Copenhagen – The humorous ads celebrate the city’s new Metro line, which will connect 85% of its population.

Created by agency Hjaltelin Stahl, the campaign depicts a series of modern public transport situations and the diverse characters that travellers might come into contact with on the line. In one ad, a woman travelling home after a big night out comes face to face with a group of boy scouts eating boiled eggs for lunch. A second edit follows a pair of self-effacing goths who meet a group of pastel-wearing acapella singers.

The ads play on the fact that 85% of Copenhagen’s population will now be connected to the circular line, which has been in development for eight years. Expected to spur millions of new journeys in coming years, the agency believes the line will offer ‘plenty of togetherness with strangers… and chances for awkward encounters, like running into an ex-lover’.

Carrying such large numbers of people, transport companies are drawing attention to the serendipitous encounters that happen on their services. For more on why your brand should consider the power of revelation, read our macrotrend.

Stat: Latin American consumers expect more from the beauty industry

Despite the fact that beauty and personal grooming are important to nine out of 10 Latin American consumers, a high proportion of women aged 50 and older feel overlooked by the industry, according to a recent AARP survey. In particular, 69% of Latino women feel that beauty industry marketing all but ignores people of their age, and nearly four in 10 feel that products are not created with people their age in mind.

Among women aged 40 and over, there is a particular demand for more facial skincare and haircare products formulated especially for menopausal and premenopausal needs, the survey finds. And across all ages, 80% of Latin American consumers said they would be more likely to use a brand that featured a range of ages in its advertising

For more on how Baby Boomer women are creating a new lexicon around ageing, read our Flat Age Women Market.

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