Need to Know   01 : 06 : 18
The Moment trailer by AlbinoMosquito, UK

Need to Know
01 : 06 : 18

The MOMENT is an interactive film responding to brain activity, Equinox wants to train gym-goers to sleep better, Sephora launches free beauty classes for the transgender community.

1. A film you control with your mind 2. Equinox aims to improve sleep with personal coaching 3. Sephora offers transgender beauty advice 4. humble warrior bottles adaptogens 5. Lessons to be learned from innovation failures Thought-starter: Should we let kids play with Alexa?

1. A film you control with your mind

Nottingham, UK – Richard Ramchurn, a computer science PhD candidate at the University of Nottingham, has developed an interactive film, The MOMENT, that adapts its storyline depending on the viewer’s subconscious responses.

Billed as a ‘brain-controlled movie’, the 27-minute feature ‘explores a dark future where brain-computer interfaces are the norm’. Sensors that record electrical brain activity are attached to the viewer's head to track his or her level of attention. As attention drops, signals are sent to a system that switches the scene. With six possible combinations of each scene, the full film has more than 101 trillion combinations for each viewing.

The interactive film hints at a future of media, where neuro-experiences – those that look to expand consumer cognition and perception through triggering neurological responses – could offer an extreme form of personalised entertainment. For more, read the Experience 2020 report.

2. Equinox aims to improve sleep with personal coaching

Tier X by Equinox Tier X by Equinox
Tier X by Equinox Tier X by Equinox

Global – Fitness brand Equinox is introducing dedicated sleep coaching sessions to 22 club locations across the US and the UK as part of its Tier X Personal Training Offering.

Based on extensive research led by David Geffen School of Medicine at UCLA, the brand discovered the correlation between sleep coaching and performance benefits, including increased aerobic performance, a decrease in body fat and increased endurance. Equinox aims to deliver on its holistic approach to wellness, where sleep is increasingly considered as one of the three pillars of health.

‘Sleep has been the missing part of the health and wellness conversation for decades and we’re proud to shed light on a topic that many people can benefit from,’ says Jennifer Martin, professor at the David Geffen School of Medicine, UCLA and member of the Equinox Health Advisory Board.

3. Sephora offers transgender beauty advice

US – In 2016, the US-based beauty retailer launched free in-store classes for those facing major life transitions. Originally targeted at people rejoining the workforce or recovering from cancer, the initiative is now encouraging transgender and non-binary communities to participate with its new Bold Beauty for the Transgender Community workshop.

Hosted by Sephora’s own transgender employees in 150 locations, the class will now aim to help those struggling with issues such as body dysmorphia.

Customers will experience different make-up techniques as well as personal advice on skincare and products suited to their needs. The existing classes saw more than 8,500 attendees with 83% reporting improved confidence. For those who are unable to reach a Sephora store, the brand is also dedicating specific tutorials to the transgender community on its YouTube channel.

For more on how beauty brands are adapting to the changing consumer landscape, see our Inclusive Beauty market.

Sephora transgender beauty classes, US

4. humble warrior bottles adaptogens

Humble Warrior, UK
Humble Warrior, UK
Humble Warrior, UK
Humble Warrior, UK

London – The newly launched drink contains stress-fighting plants, known as adaptogens, that have become popular among the wellness community in recent years as a means to combat a hectic lifestyle. While adaptogens are often found in powdered form, and can be added to food and drink, humble warrior is the first ready-to-drink (RTD) offering in the UK market.

The line was inspired by founder Rosh Amarasekara’s background in Sri Lanka, where the ancient practice of Ayurveda and eastern plant-based wisdom are a traditional part of a healthy lifestyle. With increased interest in self-optimisation in the West, Amarasekara saw a gap in the market for an easy-to-consume RTD product. ‘The world is changing fast. The incredible benefits of plants, which have been used for centuries in the east, are now being recognised in the West as a huge part of a healthy lifestyle,’ she says. ‘Eastern wisdom, from Ayurveda to Chinese medicine, underpins so much of the plant-based eating and drinking we are now seeing take centre stage.’

Available in four flavours, each drink is Soil Association-certified organic, vegan and gluten-free. The Lunar Nectar flavour contains reishi, cacao and chamomile, while Tiger Spring has hints of ginseng, turmeric and cinnamon, and Divine Oasis offers the adaptogenic mix of tulsi, matcha and ginger.

5. Lessons to be learned from innovation failures

A recent analysis of innovation failure by Nielsen, discovered that a satisfactory product experience is key in driving repeat purchases and long-term success. Between the trial purchase and the first repeat purchase, a brand will lose about half of its buyers. Following this, from the first repeat purchase to the second, the brand will again lose half of the remaining buyers.

With the pace of innovation constantly increasing, brands must consider a more human-centric approach to business in order to harness customer retention.

Thought-starter: Should we let kids play with Alexa?

A year after we published our macrotrend Neo-kinship, the report writer Peter Maxwell wonders whether we are moving to a future of AI-nannies.

At The Future Laboratory we spent the first few months of 2017 thinking about the potential repercussions for the current generation of children growing up in homes with AI-powered assistants. The market for such conversational companions was just reaching its stride, and it was plausible to speculate that, when today’s current crop of pre-school children reach adulthood, they might reminisce about the competing merits of aunt Alexa or uncle Google.

It was already apparent that their parents might not remember these early days of domesticated AI so fondly, however. ‘Because Alexa tolerates poor manners… cognitively I’m not sure a kid gets why you can boss Alexa around but not a person,’ says Hunter Walk, a San Francisco venture capitalist and sceptical parent. It became clear that brands operating in this space would have to adapt their strategies if they were to gain parents’ confidence.

A year later, and Amazon has released Echo Dot Kids edition aimed at family householders. As well as a range of entertainment for children, the device also targets usage and behaviour by encouraging children to say ‘please’ and ‘thank you’ when making a request, and let parents set limits on individual children’s usage. Is this a sensible approach? Or a gadget destined for failure?

Read the full opinion here.

Amazon Echo Dot Kids
Discover More Signals & Stats
Chanel’s le19M brings Parisian craftsmanship to Tokyo

Signals & Stats

Chanel’s le19M brings Parisian craftsmanship to Tokyo

Chanel’s le19M has landed in Tokyo with La Galerie du 19M Tokyo, an exhibition that unites Parisian artisans and Japanese craftspeople in a celebra...
Luxury : Fashion : Design
Healf 2025 explores the future of wellness, longevity and human potential

Signals & Stats

Healf 2025 explores the future of wellness, longevity and human potential

Held at London’s 180 Studios from 3–5 October, Healf 2025 brought together the leading voices in health and science to explore the future of w...
Global Events : Health And Fitness : Men's Health
Stat: Cognitive difficulties rising sharply among young American adults

Signals & Stats

Stat: Cognitive difficulties rising sharply among young American adults

A new study published in Neurology reveals a significant increase in self-reported cognitive difficulties among US adults, particularly those under...
Health : Wellness : US Market
Future Château launches mid-strength wines at Selfridges

Signals & Stats

Future Château launches mid-strength wines at Selfridges

Future Château, the new wine brand from author Tom Benn, is launching at Selfridges in October 2025 with a debut range of premium 5% ABV wines desi...
Drinks : Retail : Food
OpenArea reframes nature as cultural canvas with new London festival

Signals & Stats

OpenArea reframes nature as cultural canvas with new London festival

OpenArea, the brainchild of cultural strategist Ollie Olanipekun, transformed Camley Street Nature Reserve in King’s Cross into a vibrant hub of ar...
Nature : Food : Design
Stat: Americans push back against tipflation

Signals & Stats

Stat: Americans push back against tipflation

Tipping fatigue is intensifying across the US, with 65% of consumers saying they are tired of tipping – up from 53% in 2023, according to Popmenu’s...
Retail : US Market : Hospitality
Lancôme opens luxury retreat space and cafe in Doha airport

Signals & Stats

Lancôme opens luxury retreat space and cafe in Doha airport

Lancôme has unveiled Café de la Rose inside Doha’s Hamad International Airport, its first travel retail café and only the second globally.
Retail : Beauty : Travel
Foresight Friday: Rose Coffey, senior foresight analyst

Signals & Stats

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Beauty
Stat: Americans turn to travel to connect with loved ones

Signals & Stats

Stat: Americans turn to travel to connect with loved ones

A new survey from Hyatt’s Inclusive Collection reveals Americans are craving more meaningful time with loved ones, and travel is emerging as a key ...
Travel : Statistic : Optimised Odysseys
Toyota opens Woven City as a living lab for future lifestyles

Signals & Stats

Toyota opens Woven City as a living lab for future lifestyles

Toyota has opened its experimental Woven City at the base of Mount Fuji, creating a testbed where residents live alongside prototypes of emerging t...
Technology : Design : Toyota
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN