Beauty

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

Need to Know
29 : 06 : 20

Ikea experiments with the future home, a low-impact interface for sustainable shoppers, and Covid-19 accelerates Asian economies.

Space10 experiments with home unrealities

Everyday Experiments by Ikea and Space10, Copenhagen

Copenhagen – Ikea and Space10 have launched an augmented reality (AR) project allowing consumers to experiment with the potential of their home.

Featuring a series of playful concepts, Everyday Experiments combines spatial intelligence technology with creative design, partnering with various agencies to reimagine home spaces. While home-based AR activations are typically created for practical purposes, the project focuses on imagination and joy.

The technology concepts transform furniture into living creatures, allow viewers to ‘see’ soundwaves, and rearrange room layouts with virtual layers, among others. ‘As we enter a new digital era, we are also exploring new ways to create a better everyday life at home, while protecting people’s privacy,’ explains Fredrik Axén, digital manager at Ikea.

Ikea’s experiments also allow brands to experiment with their digital presence outside of store environments. For more on the impact of AR in the retail sector, explore the rise of phygital design.

This low-impact e-commerce site goes beyond eco-fashion

Low Impact Website by Organic Basics, Denmark Low Impact Website by Organic Basics, Denmark
Low Impact Website by Organic Basics, Denmark Low Impact Website by Organic Basics, Denmark

Denmark – Organic Basics has launched a low-energy version of its e-commerce site.

Offering eco-conscious customers a sustainable online shopping experience, the platform runs on green energy from Denmark’s windmills when available. Featuring ten key principles for lowering data wastage, the website compresses user data and minimises data transfer, while featuring limited images and no videos.

‘We’re only showing people images if they want to see them,’ explains Jesper Fogh, head of technology at Organic Basics. ‘If you’re in the market for a new sports bra, for instance, you might go straight to that section without even glancing at the leggings and tanks. On a typical website, those images would still load, but if you aren’t engaging with them, the data is sort of going to waste.’

With data-heavy websites increasingly under scrutiny, new initiatives are emerging to support an energy efficient future for web design.

M.A.C brings virtual make-up to The Sims

Global – M.A.C has launched a collaboration with The Sims 4, bringing its iconic makeup into the digital space.

The beauty brand has introduced twelve make-up looks to The Sims, allowing players to experiment with bold and colourful styles within the virtual world. The new collection includes four eyeshadows, two eyeliners, two blushers and four lipsticks, all inspired by M.A.C product lines.

‘M.A.C.’s product portfolio and brand ethos is based off of All Ages, All Races, All Genders, and encourages powerful use of your imagination. Self-expression in makeup is huge, and customisation through The Sims is just as major,’ explains Romero Jennings, director of makeup artistry at M.A.C.

As brands and designers continue to explore gaming opportunities for fashion, the beauty industry is following suit and seeing the potential in hype collaborations with music and gaming.

M.A.C in collaboration with The Sims4 and images from Rosebud, global M.A.C in collaboration with The Sims4 and images from Rosebud, global

Stat: Asia to become the largest consumer market by 2022

Domestik Domestik, Indonesia Domestik Domestik, Indonesia

Major Asian economies are expected to cope with an inter-Covid recession better than their Western counterparts, according to new research by Euromonitor International.

The research examines how Asian countries have managed outbreaks of Covid-19, and suffered fewer losses in consumer income. It predicts that, in 2022, Asia will become the largest consumer market globally, with growth driven mainly by China, India and Indonesia. By 2040, the region will account for 40% of global consumer expenditure, while many Western countries are likely to suffer long-term impacts from Covid-19.

Global economies are set to experience different levels of impact from Covid-19. As we explore in our State of Luxury vertical, Asian countries like India and South China are set for significant growth in the coming years.

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