Covid-19

In a time of global chaos, we outline the steps businesses can take to imagine new scenarios and build future-fit strategies to turn uncertainty into action.

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03 : 08 : 21

Reinventing make-up application for bold beauty buyers, YouTube invests in Indian video commerce and why consumers want environmental brand honesty.

Simihaze’s beauty stickers are experienced, not applied

Capsule 1 by Simhaze Beauty, US & Palestine Capsule 1 by Simhaze Beauty, US & Palestine
Capsule 1 by Simhaze Beauty, US & Palestine Capsule 1 by Simhaze Beauty, US & Palestine
Capsule 1 by Simhaze Beauty, US & Palestine Capsule 1 by Simhaze Beauty, US & Palestine

US & Palestine – DJ duo Simi and Haze Khadra are making high-impact make-up more accessible through their beauty line Simihaze Beauty. Its launch collection, Capsule 1, features a multi-purpose balm, tint and lip liner. This follows on from the brand’s soft-launch of its Eye Play Sticker Book – a kit featuring an assortment of designs – from holographic wings to neon liners – that can be applied instantly to the face.

By providing a user-friendly format, Simihaze brings expressive make-up to a wider audience without requiring beauty application expertise. ‘We created the line not to add clutter to your life, but to add an efficient product that's high quality, high curation, that’s just going to serve humanity by making your life easier,’ comments Haze Khadra, co-founder of Simihaze. ‘It’s the story of instant make-up. And that's where the future of make-up is.’

By empowering more people to wear bolder make-up looks, the brand is echoing the ideas we explore in The Make-up Movement – whereby brands celebrate a more-is-more approach to colour cosmetics.

Strategic opportunity

Beauty brands should take inspiration from the accessibility of nail stickers and temporary tattoos to disrupt the make-up sector, making high-quality and striking beauty looks easy to achieve

KFC supports local artisans with Costa Rican ceramics

KFC in collaboration with Havas Costa Rica  KFC in collaboration with Havas Costa Rica 
KFC in collaboration with Havas Costa Rica  KFC in collaboration with Havas Costa Rica 

Costa Rica – With Costa Rican craftspeople facing major economic losses due to a lack of tourism in the last year, fast food chain KFC is stepping in to support them with a range of limited edition branded ceramic buckets. Each clay bucket in the 45-piece collection, which come in the same shape as its classic fried chicken containers, represents a different KFC location in Costa Rica and are made by local artisans.

A campaign film by Havas Costa Rica spotlights the local craftspeople involved as well as the 5,000 year history of creating Colombian Chorotega ceramics. Through this initiative, the brand showcases the skill of local artisans while also raising funds to support their livelihoods via Facebook Live auctions. In this way, KFC provides an example of how a large brand can take civic action through unexpected approaches.

Such projects also reflect the need for resilient and agile business models to aid local craftspeople. And while this support ordinarily comes from the ethical fashion and homeware brands that heavily rely on craftsmanship, KFC recognises the opportunity to highlight regional talent and cultural identity in lieu of tourism.

Strategic opportunity

Across sectors, brands can tune into the nuances of the regions that they operate in. Take cues from KFC and find ways to profile local communities while respecting long-standing traditions

YouTube propels the future of Indian video commerce

India – Responding to India’s changing e-commerce landscape, video sharing platform YouTube is acquiring Indian video commerce app simsim.

The local app supports independent retailers by enabling creators to post video reviews about products; allowing viewers to make purchases through the platform. It also offers videos in three local languages, including Hindi, Tamil and Bengali, showcasing the importance of hyper-localism in the region.

By partnering with simsim, YouTube is recognising the growing popularity of video content in the region, especially in the wake of its TikTok ban. This partnership comes at a time when there is burgeoning opportunity to invest in India’s digital future, and follows on from YouTube’s own decision to launch a short-form video format in India.

Our research into India’s emerging youth confirms the importance of offering localised language content to this mobile-first demographic. And with members of Generation Z leading the way, social media is set to continue reshaping shopping.

simsim, India simsim, India

Strategic opportunity

Retailers using video commerce should be mindful of cultural intricacies, from language differences to creator preferences. While some local audiences prefer recommendations from popular influencers, others will prioritise peer-to-peer advice

Stat: Brands must lead the way on environmental transparency

Billion Dollar Collection by H&M Billion Dollar Collection by H&M

As global awareness of greenwashing claims continue to rise, the EY Future Consumer Index by Ernst & Young (EY) finds that a growing number of consumers are seeking greater environmental transparency from brands.

The study finds that a majority (80%) of global consumers believe brands must be transparent about their environmental impacts in the production of their goods and services. Meanwhile, 38% believe businesses should prioritise responsible production and consumption of goods and services. And when it comes to actual purchasing decisions, 43% of global consumers want to buy more from organisations that benefit society – even if their products or services cost more.

These findings come at a time when claims of greenwashing are surging, as brands find ways to cover up their negative environmental impacts with marketing campaigns. But as more Regenizens look for ways to offset their own spending habits, they will expect to see brands take full responsibility for their own imperfections.

Strategic opportunity

Businesses can gain consumer confidence by actively signposting eco-friendly products and services. Don’t be afraid to communicate the idea that some initiatives are still a work in progress as part of long-term sustainability goals

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