US & Lagos – Supermodel and performer Alton Mason is using his role in new short film Rise in Light to assist vulnerable families impacted by Covid-19.

Partnering with global brand strategy and creative communications consultancy Melanin Unscripted, Rise in Light’s debut is combined with the launch of the #RiseInLight campaign, which aims to support Nigerian youth and their families.

The film, which was shot in Nigeria, focuses on Mason’s character overcoming fear by drawing on ‘the light that lays within him’ and in turn finding his purpose. Premiered by Vogue.com and Dazed Digital, the campaign has raised more than £9,093, ($11,500, €10,178) for the Khan Foundation, a Lagos-based non-profit providing food and basic necessities for households facing loss of income or loved ones during the pandemic. The #RiseInLight campaign will now deliver supplies to more than 300 families in Lagos.

Demonstrating how the arts, entertainment and philanthropy are aligning at this time, Mason and Melanin Unscripted are showing how Generation Z are driving more purposeful social storytelling. Explore how this is also unfolding in India in our recent interview with Tamseel Hussain, founder of Pluc TV.

US – The haircare brand is building a creative community with the help of out-of-work hairstylists.

With salons across the US facing economic strain in the wake of Covid-19, Prose is acting as a creative and financial outlet of support with the launch of its Stylist Open Call Program. The DTC haircare brand is encouraging all certified stylists to submit hair-related photos and videos to be featured on its marketing channels – and stylists will be directly compensated.

Stylists are encouraged to continue submitting content throughout the year, from home haircuts to heat styling and general hair advice. Crucially, posts are not required to feature Prose products. ‘Prose aims to offer opportunities to the stylist community experiencing uncertainty, as well as support their creative power and expertise in a new, unique manner,’ reads a statement from the brand.

Although Covid-19 is heavily impacting those working in the hair, beauty and wellness industries, Prose is thinking beyond the pandemic to continue championing the work of its creative beauty community.

New insights forecast the growth potential of social commerce – aka shopping via social media – in China, as such platforms increasingly become storefronts.

According to eMarketer, retail social commerce sales in China are estimated to reach £191bn ($242bn, €214bn) in 2020 to account for 11.6% of total retail e-commerce sales in the country.

In the next two years, China’s hunger for social commerce is anticipated to accelerate further, with eMarketer forecasting it to nearly double in value to £376bn ($475bn, €420bn) by 2023.

Reportedly driving this growth are social apps such as WeChat, whose Mini Programs provide users with access to branded in-app boutiques. Further, social commerce is often focused on deals and shopping events, which makes social buying extremely engaging and convenient for consumers.

In particular during Covid-19, shoppers have turned to retailtainment through social media, hinting at a future of social-first commerce. For more, explore the Multimedia Storefronts foresight in our latest retail macrtorend Feedback Frontiers.