Beauty

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

Need to Know
14 : 10 : 20

Adidas revolutionises footwear manufacturing, Good Scents makes candles for civic homebodies, and US adults cite climate change as a reason to be child-free.

Adidas re-invents footwear with tech-driven textiles

STUNG by Adidas, global

Global – The sports brand has unveiled Strung, a new textile and manufacturing process that uses data and robotics to change how footwear is created.

Part of the Futurecraft incubator at adidas, the tech-driven textile innovation draws on athlete data, additive manufacturing and robotics.To create strong but lightweight textile uppers, each individual thread is data-mapped and woven together for a seamless fit that supports the foot’s natural movement. The uppers are also produced using one piece of material, as each thread can be set in any direction to provide support and flexibility.

In a bid to deliver the optimal experience for forefoot striking runners, the design and fit aim to improve running times by five metres per second or faster. The company has hopes for further athletic applications across different runner profiles, and intends to include Strung uppers across the adidas sports range.

Apparel and footwear brands are turning to robotics to adopt automated manufacturing processes. For more on this, read our microtrend Fast Fabrication.

Good Candles presents philanthropic scents

Good Candles, UK Good Candles, UK
Good Candles, UK Good Candles, UK

UK – Good Candles is a candle brand that enables civic action through each of its scented products.

The small-batch candles are playfully labelled and scented based on different civic concerns. For example, every purchase of the School Dinners candle, which is designed to evoke memories of school puddings, guarantees a donation to food banks. Meanwhile, the Forest Fire candle is inspired by the nostalgia of campfires, and for every purchase the brand will fund the planting of 20 new trees as its philanthropic benefit.

Leaning into the rise of home purchases, Good Candles is targeting consumers who are keen to improve their living spaces while feeling good about the added benefit of philanthropic spending.

With lockdown measures having accelerated the Homebody Economy, people are increasingly seeking pleasure and comfort in their home environments.

Levi’s NextGen digitises the in-store experience

US – Levi’s is looking to enhance the customer experience and build a more direct retail business through new digitally focused stores.

The NextGen stores focus on digital design and graphic wallscapes that allow customers to navigate through style stories. In addition to fitting rooms that feature inventory assortment techniques, the stores will use local customer data to deliver a personalised experience. Its flexible shopping services include buy online, pick-up in store, kerbside pick-up, and in-store personal shopping appointments.

Levi’s hopes the stores will play a successful part in the brand’s shift from wholesale to direct-to-consumer (DTC). ‘[This] lets us deepen our direct relationship with the consumer,’ says Marc Rosen, executive vice-president and president of Levi Strauss America.

As we previously explored in Data ID Stores, the evolution of physical retail will involve using customer data to provide a more personalised experience.

NextGen Store by Levi’s, US NextGen Store by Levi’s, US

Stat: US adults are going child-free amid climate change

Magical Daddy by BX-Planet for Volkswagen Magical Daddy by BX-Planet for Volkswagen

In the US, adults who have chosen not to have children commonly say that climate change was a key factor in their decision to remain child-free.

In a recent study by Morning Consult, some 11% of child-free adults said climate change was a major reason for not having children, while 15% said it played a minor role. Child-free Hispanic respondents were particularly likely to say climate change had affected their plans, with 41% stating it was a major or minor reason that they don’t have children.

Although climate change was among the least-cited reasons for remaining child-free, behind financial, political and career concerns, the data suggests that its impacts are becoming increasingly visible to the public.

From environmental concerns to financial impacts and other lifestyle considerations, many adults are rethinking their plans to have children.

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