Need to Know
26 : 07 : 19

US – The brand has launched a new direct-to-consumer line designed to be used by both men and women.

The Made for You razor is Bic’s first product to be launched exclusively on Amazon. The refillable razor system offers a modern design, featuring a premium metal handle and five flexible blades to adapt to the contours of the skin. Retailing at £7 ($8.99, €8), the razors are available in four colours: nickel, teal, navy and white.

‘We developed the Made For You brand to disrupt the grooming category and redefine how consumers shop for personal care products,’ says Mary Fox, general manager of Bic North America. ‘We know consumers have choices, but the Made For You razor system combines everything this consumer is looking for: exceptional performance, terrific value, an inclusive platform and the most seamless shopping experience; thanks to our relationship with Amazon.’

Tapping into evolving consumer mindsets, the launch shows how shaving brands are adopting a more inclusive approach.

London – Spectrum is a hair colouration system that allows users to change their hair colour simply by combing it.

Designed by Royal College of Art graduate April Hsu, the concept is a response to the fact that more than 5,000 chemical substances are used in the hair dye sector, with many of these harming the environment.

Spectrum contains electrochromic hair colourants which are derived from natural ingredients, binding to keratin on the surface of the hair to form a semi-permanent surface coating. By attaching a hair brush, users can change their hair colour simply by combing. ‘In addition to enhancing self-expression, this system opens the possibilities for dynamic hair colour change via remote digital interactions,’ says Hsu.

As innovators such as Hsu elevate the at-home hair colour market with technology, the hair dye sector is demonstrating its approach to Algorithmic Beauty.

New York – The startup partners with cheese and yoghurt makers to upcycle their fresh whey.

Superfrau is made using fresh whey, a calcium-rich by-product of the cheese and yoghurt making process that often goes discarded, and makes the ingredient more palatable by blending it with fruit juice. Co-founders Melissa Martinelli and Michael Hagauer created the Austrian inspired beverage as an way to creatively upcycle food waste from the dairy industry. The ready-to-drink beverages are available in flavours such as cucumber lime, peach mango and lemon elderflower.

‘Fresh whey is not a powder, or a smoothie, or drink meant for bodybuilders, but rather a natural and refreshing liquid co-product of cheese and yogurt making. In the Alps, they drink it because it is naturally packed with electrolytes, vitamins, minerals and lactic acid, which is great for that gut,’ says Martinelli. ‘In the US, however, the most prolific cheese producer in the world, we treat it as a waste product.’

Food brands are addressing the global food waste crisis by exploring the concept of Trash-to-Table in more creative ways.

When it comes to brand loyalty, consumers are proving to be increasingly fickle. New data from Nielsen shows that only 8% of consumers are committed to the brands they purchase, compared to 42% who actively search for new brands and products.

Driven by a desire for newness, nearly half (46%) of consumers are also more likely to try new or different brands than five years ago. Interestingly, price is no longer the most important factor in purchasing decisions, with value (39%), quality (34%) and convenience (31%) all playing a significant role in influencing consumer choices.

As consumers become less loyal, brands must redefine customer retention. For more, read our Loyalty Market.