News 17.06.2020

Need to Know

Prose taps out-of-work hairdressers for its beauty content, Generation Z learn philosophy from rap music, and social commerce is swelling in China.

Covid-19: A coming-of-age film supporting Nigerian families

Rise in Light by Alton Mason and Melanin Unscripted in partnership with Khan Foundation & directed by Amarachi Nwosu with cinematography by Soof Light and styling by Ugo Mozie, Lagos

US & Lagos – Supermodel and performer Alton Mason is using his role in new short film Rise in Light to assist vulnerable families impacted by Covid-19.

Partnering with global brand strategy and creative communications consultancy Melanin Unscripted, Rise in Light’s debut is combined with the launch of the #RiseInLight campaign, which aims to support Nigerian youth and their families.

The film, which was shot in Nigeria, focuses on Mason’s character overcoming fear by drawing on ‘the light that lays within him’ and in turn finding his purpose. Premiered by Vogue.com and Dazed Digital, the campaign has raised more than £9,093, ($11,500, €10,178) for the Khan Foundation, a Lagos-based non-profit providing food and basic necessities for households facing loss of income or loved ones during the pandemic. The #RiseInLight campaign will now deliver supplies to more than 300 families in Lagos.

Demonstrating how the arts, entertainment and philanthropy are aligning at this time, Mason and Melanin Unscripted are showing how Generation Z are driving more purposeful social storytelling. Explore how this is also unfolding in India in our recent interview with Tamseel Hussain, founder of Pluc TV.

Prose employs hairdressers as content creators

Stylist Open Call Program by Prose, US Stylist Open Call Program by Prose, US
Stylist Open Call Program by Prose, US Stylist Open Call Program by Prose, US

US – The haircare brand is building a creative community with the help of out-of-work hairstylists.

With salons across the US facing economic strain in the wake of Covid-19, Prose is acting as a creative and financial outlet of support with the launch of its Stylist Open Call Program. The DTC haircare brand is encouraging all certified stylists to submit hair-related photos and videos to be featured on its marketing channels – and stylists will be directly compensated.

Stylists are encouraged to continue submitting content throughout the year, from home haircuts to heat styling and general hair advice. Crucially, posts are not required to feature Prose products. ‘Prose aims to offer opportunities to the stylist community experiencing uncertainty, as well as support their creative power and expertise in a new, unique manner,’ reads a statement from the brand.

Although Covid-19 is heavily impacting those working in the hair, beauty and wellness industries, Prose is thinking beyond the pandemic to continue championing the work of its creative beauty community.

Drillosophy uses rap to teach Gen Z philosophy

UK – The video series gives young music fans access to weekly philosophical discussion.

Launched by inclusive music education programme Roadworks, Drillosophy is a series of six episodes that combine contemporary music culture – including drill and rap music ­– with urban sociology. The aim is to give young people remote access to weekly, fun workshops of critical thinking, alongside educational resources, while they are stuck at home.

Presented by writer Ciaran Thapar and ethnomusicologist Reveal, the episode themes include: writing as catharsis, power and censorship, and the sociology of social media safety. In addition to the weekly shows, Roadworks offers corresponding resources for educators, parents and mentors to download. ‘Technologically, the generational divide between teenagers and even ourselves is so huge and growing,’ says Thapar. ‘I think we’ve got to use whatever we can to connect with young people.’

With Generation Z looking for ways to expand their identities beyond the realm of social media, many are turning to the mind-expanding benefits of traditional arts and pathways for learning.

Drillosophy by Roadworks, UK

Stat: Social media shopping accelerates in China

Zalando Sneakers FW19, Superimpose Zalando Sneakers FW19, Superimpose

New insights forecast the growth potential of social commerce – aka shopping via social media – in China, as such platforms increasingly become storefronts.

According to eMarketer, retail social commerce sales in China are estimated to reach £191bn ($242bn, €214bn) in 2020 to account for 11.6% of total retail e-commerce sales in the country.

In the next two years, China’s hunger for social commerce is anticipated to accelerate further, with eMarketer forecasting it to nearly double in value to £376bn ($475bn, €420bn) by 2023.

Reportedly driving this growth are social apps such as WeChat, whose Mini Programs provide users with access to branded in-app boutiques. Further, social commerce is often focused on deals and shopping events, which makes social buying extremely engaging and convenient for consumers.

In particular during Covid-19, shoppers have turned to retailtainment through social media, hinting at a future of social-first commerce. For more, explore the Multimedia Storefronts foresight in our latest retail macrtorend Feedback Frontiers.

Previous News Articles
SXSW London 2025: The Store of 2050 and Minecraft’s chicken jockey opportunity

News

SXSW London 2025: The Store of 2050 and Minecraft’s chicken jockey opportunity

On day two of SXSW London, the panel Retail Remix: The Store of 2050 brought together executives from Co-op, Mondelez International and creative ag...
Pop Culture & Media : Technology : Branding
Nike and Lego team up on creative play experiences and products

News

Nike and Lego team up on creative play experiences and products

Nike and the Lego Group have launched a global partnership to inspire kids through active and creative play, combining sport and imagination.
Technology : Nike : Lego
Stat: Consumers globally are buying clothes they never wear

News

Stat: Consumers globally are buying clothes they never wear

According to Statista Consumer Insights, a notable number of shoppers admit to buying clothes they never wear – a wasteful habit most common among ...
Fashion : Retail : Sustainability
SXSW London 2025: Biological age, AI-powered abundance and Substack’s in-person future

News

SXSW London 2025: Biological age, AI-powered abundance and Substack’s in-person future

The first edition of SXSW in London brought hundreds of visitors to Shoreditch for a mix of music, film, experiential workshops and forward-thinkin...
Pop Culture & Media : Global Events : Wellness
QuiteLike unveils rebranding to inspire joyful home cooking

News

QuiteLike unveils rebranding to inspire joyful home cooking

Meal kit brand QuiteLike has unveiled a striking rebranding designed to elevate dinnertime beyond mere convenience.
Food And Drink : Advertising & Branding : Design
Stat: US teen beauty spending soars to record high fuelled by fragrance boom

News

Stat: US teen beauty spending soars to record high fuelled by fragrance boom

Teen beauty spending in the US has surged to record levels, according to Piper Sandler’s latest Taking Stock With Teens report.
Beauty : Gen Alpha : Gen Alpha Consumers
Oura flips the script on ageing in new Give Us the Finger campaign

News

Oura flips the script on ageing in new Give Us the Finger campaign

Oura is challenging cultural norms around ageing with its latest brand campaign, Give Us the Finger.
Health And Wellness : Longevity Lifestyles : Technology
Oxford Economics Global Cities Index launches 2025 report

News

Oxford Economics Global Cities Index launches 2025 report

Global urban influence is shifting, according to the newly released Oxford Economics Global Cities Index 2025.
Society : Cities : Oxford Economics
Stat: Consumer confidence is on the rise in the US

News

Stat: Consumer confidence is on the rise in the US

Consumer confidence in the US partially recovered in May after five consecutive months of decline, according to The Conference Board.
Retail : Value : Consumer Confidence
Elf taps into adventure culture with mid-ocean skincare drop

News

Elf taps into adventure culture with mid-ocean skincare drop

Beauty brand Elf cosmetics has orchestrated a high-impact cultural intervention by airdropping a skincare package to solo sailor Oliver Widger, who...
Beauty : Social Media : Culture
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN