Signals

France – Luxury skincare brand Sisley is launching its first-ever offshoot brand, Neuraé. Inspired by neuroscience and the mind-skin connection, the seven-piece skincare line will be unveiled on 2 April 2024.

Marketed as an independent brand with no parent company connection to Sisley, Neuraé will retail at a lower price point, ranging from £51.45 ($65, €55.60) to £154.35 ($195, €180.60).

The brand is betting on the emerging field of neurocosmetics, which explores how emotions affect skin. Divided into four sub-lines, Harmonie, Énergie, Joie and Sérénité, the products use both scent and texture to deliver mood- and skin-boosting results, and targets increased sensitivity or redness due to tiredness or stress.

The beauty sector is following in the footsteps of the beverage industry’s adoption of Emotional Support Sips, using neurological research to create products that reflect consumers’ concern for mental wellbeing.

Neuraé also taps into Euphoric Serenity, one of our New Codes of Luxury, which identifies a pattern of brands looking to emotions to transcend the practical benefits of products, with an emphasis on joy, endorphins and release.

Every Friday, The Future Laboratory team offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Alice Crossley delves into running club cafes and Loewe’s latest short film.

: We anticipated the rise of running clubs in our 2023 macrotrend report Mass Movement, but sometimes it truly feels like pavement pounders are taking over London. On 13 April, Knees Up, an ‘all-day running café’ opens in Hackney. Not only is the space bringing my favourite South London brunch spot Good As Gold north of the river, but the sports-focused space feels like such a smart move and exactly the kind of third space community-seeking Generation Z have been sorely lacking.

: Under the stewardship of mastermind Jonathan Anderson, Loewe is an unstoppable luxury force. The fashion house’s brilliant new short film Decades of Confusion stars Schitt's Creek actor Dan Levy as a spelling bee host and Parks and Recreation star Aubrey Plaza as a contestant, both dressed in iconic archival looks. Aubrey’s character is consistently stumped by the spelling of Loewe from 1971 to 2024, playing on the brand’s commonly mispronounced name. If, like me, you can’t get enough, our Loewe Brand Innovation Debrief will make ideal bank holiday reading.