Need to Know
28 : 09 : 18

Dieting loses its relevance, Planet Care makes laundry day eco-friendly and Emirates offers a culinary education.

Dazed launches an avant-garde beauty vertical

Dazed Beauty
Dazed Beauty
Dazed Beauty

London – Following an extensive Instagram campaign, Dazed Media has launched a virtual world of beauty featuring a range of 3D characters.

Dazed Beauty was first launched on Instagram, teasing experimental beauty content as well as ten 3D avatars, some of whom were modelled on influencers such as Kate Moss, Aweng and Slick Woods. Visitors to its newly launched microsite are then asked to ‘pick their player’ from the digital avatars, or browse beauty content related to the Head, Body, Soul and Community.

The new vertical aims to showcase lesser-seen visions of beauty that, until recently, have been confined to the fringes of Instagram. It also marks a departure from the natural beauty movement, proposing a more multifaceted approach. ‘We wanted to launch with something that allows our audience to imagine the possibilities of digital as a creative medium for beauty, because to us, creativity is beauty,’ says Bunny Kinney, editor-in-chief of Dazed Beauty.

The concept of beauty is increasingly inspired by the digital world, and vice versa. For more, read our macrotrend Algorithmic Beauty.

Weight Watchers overhauls its brand identity

WW, Wellness that Works WW, Wellness that Works
WW, Wellness that Works WW, Wellness that Works

Global – The company has changed its name to WW, amid a shift in focus from weight to wellness.

The brand will no longer be centred on dieting, rather it will be geared towards helping its users learn healthy habits that are not only about food. By providing ‘wellness that works’, WW hopes to be more inclusive and attract people to its customer base who don’t necessarily share the same goal of losing weight.

One of the company’s new initiatives is Wellness Wins, a program that rewards members for food and activities that build healthy habits. Members can then be rewarded with wellness-orientated products and experiences. In addition, WW will remove all artificial sweeteners, colouring, flavouring and preservatives from its food products from January 2019.

In an era of body positivity, brands that were built on weight loss are having to rewrite their mission statements. Weight Watchers is now prioritising wellness as a way to measure healthy living, a theme we explore in Certified Wellness.

Planet Care proposes a solution for microfibres

Slovenia – The start-up has created a filter to catch harmful microfibres from clothing during washing and drying.

According to the brand, when 6kg of synthetics are washed in a washing machine, thousands of microfibres are released into the water stream. These fibres then end up in drinking water, oceans and rivers, and, when ingested, can cause problems such as infertility and poisoning.

Planet Care’s solution is a filter designed to be built into washing machines by appliance producers, and uses a cartridge to catching fibres shed from textiles. While Planet Care is in talks with appliance manufacturers, it also offers an add-on filter for consumers to use in their existing washing machine.

As consumers become more aware of the damaging nature of their laundry habits, appliance brands must consider how their practices can evolve to better protect the environment.

Built in filter, Planet Care

Emirates launches inflight culinary education

Emirates food channel Emirates food channel

Dubai – The airline is giving a behind-the-scenes look into the curation of its onboard food and wine menus.

The new channels offer the chance to get an insider look into Emirates’ $700m investment in fine wines, as well as the seasonal food menus created by gourmet chefs. By tuning in, fliers learn about the processes that go into ingredient sourcing for the 110m meals it prepares a year. The episodes take viewers to Italy, where Emirates purchases its olive oil, and Sri Lanka, where the Dilmah tea is sourced.

It will also feature tutorials and recipes for travellers to take home with them. ‘If you’re enjoying a fine wine like Château Haut Brion 2004 on board, there is an accompanying wine tutorial to help you appreciate and understand its nuances and what makes it unique,’ says Joost Heymeijer, senior vice president for catering at Emirates.

Although Emirates’ educational channels are available for all passengers to watch, other aviation companies are investing in exclusive gastronomic offerings for First Class passengers as a way to convince fliers to upgrade.

Stat: Puberty rocks the confidence of tween girls

According to a study by Ypulse and The Confidence Code for Girls, puberty is majorly affecting confidence levels in young girls. The study found that, between the ages of eight and 14, girls’ confidence levels drop by 30% and their confidence in the fact that other people like them falls from 71% to 38%.

Furthermore, more than half of teen girls feel pressure to be perfect, and one in three boys and girls believe that boys will make more money in their lifetime than girls.

As they enter puberty, teenage girls are seeking guidance with how to deal with so much change, from plunging confidence to their first periods. See our Q&A with Bunny Ghatrora, co-founder of Blume, to understand how brands can ease the experience of this pivotal life stage.

Thought-starter: Who are the art collectors of tomorrow?

Could digital platforms and aspirational lots drive a new era of acquisition? Sarah Duncan, head of jewellery at Chiswick Auctions, explores the challenges and opportunities.

Auction houses have traditionally fallen into two categories: the major players that make headlines for selling Rembrandts and Picassos, and the little guys who occasionally score a hit with a £800,000 Monet.

Beyond furniture and art, the industry is witnessing a rise in interest and hammer prices for fine goods not traditionally considered a mainstay of the auction world. Whether high-end handbags, wine, whiskey, fine jewellery or watches, the shift in market share towards contemporary luxury goods is here to stay.

The obvious target audience for burgeoning categories is undeniably the aspirational window shopper. But how does one convince a 30-year-old guy not to walk into a Mayfair boutique to purchase his first Rolex or an engagement ring, but to instead hash it out in the salesroom? The challenge is to invest in these often younger buyers, guiding them on the path to becoming the established collectors of tomorrow.

For more on the rise of the middle-market auction house, read the full Opinion piece.

AMA Fictional jewellery brand by Ada Sokol and Etienne Garachon
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