News 24.04.2020

Need to Know

Reframing sex for the quarantine age, FaceGym launches digital workouts and Britons’ shut-eye struggles amid Covid-19.

Covid-19: Wheel of Foreplay prompts isolated intimacy

The Wheel of Foreplay by Future of Sex, Australia The Wheel of Foreplay by Future of Sex, Australia
The Wheel of Foreplay by Future of Sex, Australia The Wheel of Foreplay by Future of Sex, Australia
The Wheel of Foreplay by Future of Sex, Australia The Wheel of Foreplay by Future of Sex, Australia

Australia – The Future of Sex Lab's online ‘spin the wheel’ game allows individuals, couples and distanced partners to remain intimate during the coronavirus lockdown.

The Wheel of Foreplay is designed to inspire conversations and activity focused on sex and pleasure, at a time when people are spending long stretches at home. Organised in a way that allows users to choose from categories such as ‘going solo’ and ‘long distance dating’, the platform encourages people to immerse themselves more in their mental and physical responses to sex, with a little help from technology such as video messaging and voice notes.

Bryony Cole, chief executive of The Future of Sex Lab, says: ‘Self isolation is a chance to deepen our relationship... how can we use tech that allows us a better way to connect without disappearing into the screen?’ As people navigate new ways of feeling close and intimate, Wheel of Foreplay is encouraging people to reflect on their bodies and rethink their relationship with pleasure at the centre.

Particularly during this period of isolation, people are exploring the benefits of haptic intimacy, something we examine in our new macrotrend Enlightened States.

This refillable deodorant is 100% plastic-free

Wild by Morrama, UK Wild by Morrama, UK
Wild by Morrama, UK Wild by Morrama, UK

UK – Wild is using sleek design to promote its 100% plastic-free, biodegradable and refillable deodorants.

Created by industrial design and innovation studio Morrama, the casing of the eco-friendly product aims to challenge the cosmetics industry by being the first compostable and biodegradable refill deodorant. Available as a subscription, customers can purchase the case and refill in a colour and scent of their choice, before deciding how often they receive refills by post.

With a reported 250 million deodorants bought in the UK each year, Wild hopes the shelfie-friendly design will encourage consumers to make more sustainable purchasing decisions. 'Refillable deodorants are not a new thing, but no one has yet been able to make the refills 100% plastic free,' says Jo Barnard, founder of Morrama. 'We took on the challenge to develop a refill that has zero impact on the environment once it has been used.'

In this way, Wild is catering to consumers' growing eco-consciousness, upgrading its packaging and opting for more Refined Refillables.

FaceGym’s personal training goes virtual

UK and US – FaceGym's non-invasive facial workouts have found a new home online.

Led by skinthusiastic personal trainers, the 45-minute Signature Sculpt is designed to boost muscle definition, stimulate circulation and improve lymphatic drainage levels.

Taking inspiration from gym workouts, the 1-2-1 digital service explores sculpting techniques to lift, tone and contour the face, as well as bespoke movements tailored to individual goals. The facial trainers can also discuss specific skincare needs and provide user tips in relation to FaceGym products.

With many beauty destinations having to close their doors during the Covid-19 outbreak, FaceGym is switching to virtual spaces to share its expertise remotely. In this way, the brand can win new interest and maintain momentum after lockdown, as customers come to expect digital beauty and wellbeing services.

For brands like FaceGym, such personal interactions are an opportunity to lean in, learn and improve their business model. For more, dive into our new Retail macrotrend, Feedback Frontiers.

Signature Sculpt by FaceGym, UK & US Signature Sculpt by FaceGym, UK & US

Stat: Britons struggle to switch off during lockdown

A study by King’s College London has shown the current period of lockdown has had a significant impact on the overall wellbeing of Britons.

Half of respondents to its study said they have felt more anxious or depressed as a result of the Covid-19 outbreak. In total, 38% report having slept less, or less well, than normal since lockdown began. Some 35% have eaten more food or less healthy food than normal, and 19% have drunk more alcohol.

On top of these health factors, Britons' anxiety could be exacerbated by social media usage – 25% of people surveyed by King's College check social media several times a day for coronavirus updates.

While technology is often blamed for inhibiting our ability to switch off, there lies an opportunity for brands to help retrain sleep through positive use of digital tools.

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