Need to Know
16 : 07 : 19

Twitter helps brands create feed-friendly ads, the toothbrush company making dental care accessible and summer drives fashion overconsumption.

Seed educates its wellness influencers

Seed University

Los Angeles – The microbiome-based supplements brand has launched an education platform that requires its influencer partners to learn about the products they promote.

Seed University is the brand’s attempt to curb the spread of misinformation and encourage more accountability in influencer marketing. Designed as a 59-minute, six-unit interactive course on Instagram Stories, it informs influencers about microbiome, probiotics and the Seed brand. Only after completing the course will partners be provided with a unique URL to earn commission from the sale of Seed products that they have driven. Course offerings will also expand in the future on a ‘learn more, earn more’ basis, according to the brand.

With tutorials on bacteria, the microbiome, human biology and the science of probiotics, Seed University incorporates GIFs, memes and videos to make the science accessible and engaging. A final unit is dedicated to translating the Federal Trade Commission’s Endorsement Guide, which outlines how influencers must disclose financial relationships with brands. By creating greater transparency in its products, Seed demonstrates how the supplements industry can embrace expertise.

Thermal baths powered by cruise ship waste

In Murky Waters by June Tong In Murky Waters by June Tong
In Murky Waters by June Tong In Murky Waters by June Tong

London – Conceptual project In Murky Waters proposes creating an Arctic thermal bath house powered by waste from visiting cruise ships.

The project, conceived by Royal College of Art student June Tong, seeks to draw attention to the increasing number of cruise ships operating in the Arctic Sea. The spa would be powered by waste that cruise ships deposit on arrival, but its facilities would be limited in access, unable to accommodate the thousands of people on board and therefore ensuring a more sustainable tourism model.

According to Tong’s research, an average-sized cruise ship releases about 25,000 gallons of sewage, 143,000 gallons of grey water, seven tonnes of garbage and solid waste, and 15 gallons of toxic chemicals. In Murky Waters explores how this waste can be reconsidered as an integral part of the Arctic cruise experience, while offsetting its environmental impact.

As the market for polar travel grows, it will become crucial for the travel industry to explore how to make cruise tourism more sustainable.

Twitter launches a branded content studio

Global – Twitter ArtHouse will connect brands with the talent of influencers, content strategists, artists and editors.

The dedicated content studio was created in response to a study by Magna and IPG Media Lab, which found that Twitter users spend 24% more time looking at ads that come from creators than those posted directly by brands. In order to bring brands closer to consumers, Twitter will curate best-in-class creators who will develop ideas and assets on behalf of brands.

In addition, Twitter ArtHouse will represent artists, illustrators and videographers who can create feed-friendly branded content in just a few days. To date, Wendy’s has worked with comedy creator Demetrius Harmon on its new menu and Google Brazil invited five artists to illustrate LGBT+ milestones.

As young people grow up with creative tools in their pockets, they are increasingly able to monetise their artistic pursuits through programmes like Twitter ArtHouse.

Google Brazil

The DTC toothbrush brand making dental care accessible

Quip Quip

New York – Quip is rolling out two dental insurance plans to address the shortcomings of traditional healthcare.

The direct-to-consumer (DTC) electric toothbrush company is launching Quipcare and Quipcare+ to reach both insured and uninsured consumers. The basic offering, Quipcare, is free and works through a pay-as-you-go model for dental services outside of preventative care. Before agreeing to a service, Quip ensures that users can afford the full amount, with no hidden costs.

Meanwhile, Quipcare+ is a more traditional dental model, whereby customers pay £19.83 ($25, €21.94) a month and receive two check-ups a year. ‘We always knew and have been building this end-to-end, full-scale oral care companion,’ says Simon Enever, CEO at Quip. ‘We are launching the core of what we want to do from the ground up, which is [to] make people think about and use dental care in a whole different way.’

Brands like Quip are harnessing digital technology in order to disrupt the healthcare system. For more on future-proofing the dental industry, read our microtrend Dental Rework.

Stat: Summer events fuel fast fashion in the UK

A recent survey shows that summer events such as holidays, weddings and festivals are driving seasonal fast fashion in the UK. According to research conducted by Censuswide on behalf of charity Barnardo’s, more than half (51%) of those surveyed said buying new clothes for a festival or holiday added to the excitement, while a quarter said they would be embarrassed to wear an outfit to a special occasion more than once.

As a result, it is estimated that UK consumers will spend more than £700m ($876m, €778m) on 11m items of clothing bought for holidays, and 10m wedding outfits at a total cost of £800m ($1bn, €889m). In a bid to reduce these unsustainable consumption patterns, Barnardo’s suggests consumers turn to second-hand and pre-owned goods for special occasions. As the fashion industry grapples with questions about overconsumption, digitisation also offers another route.

Thought-starter: How can leisure spaces attract wealthy families?

Created with the offspring of wealthy Millennials in mind, these luxury leisure spaces bring parents and children together for elevated bonding experiences.

Traditionally, parents would drop their children off at the crèche to fit their working schedules or to reclaim a few hours of time alone. Now, however, these play spaces are changes. New set-ups that put family time first are emerging, providing experiences that offer recreation and relaxation to both carers and children.

One such space is Cloud Twelve, a members’ club for families based in the affluent area of Notting Hill, London. For a membership fee of £4,500 ($5,555, €4,957) a year, the luxurious space features soothing zones for adults, such as a salon and cryotherapy room, while children can busy themselves with educational classes, interactive cabaret shows and a plant-based food menu.

Even the trusty local leisure club is undergoing a luxury redesign. In the eastern Chinese city of Suzhou, the Loong Swim Club has opened a wonderland-inspired leisure space sure to catch the eye of affluent families. Experimenting with proportion, shape and eye-catching candy coloured interiors, architecture design firm X+Living designed the swimming club to appeal to parents and children alike.

Read the full round-up of premium play spaces here.

Loong Swim Club by X+Living, China
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