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18 : 01 : 21

Allplants gives into Veganuary temptations, India trials tech solutions to its housing crisis and Thai consumers turn to health supplements.

This judgement-free ad lightens up Veganuary

 Allplants with Snap LDN, UK

UK – Vegan food delivery brand Allplants cuts some slack for those taking part in this year’s Veganuary.

Its latest campaign, created by creative agency Snap LDN, includes a film and posters that each normalise slip-ups when attempting to be vegan. Taking a humorous, judgement-free approach, the ad follows a woman trying to go vegan who is subsequently caught eating a slice of cheese in her car.

Accompanying posters feature similar scenarios with tongue-in-cheek phrasing, including: ‘Trying to [go] vegan but… last night I met my local nug dealer,’ and ‘Trying to [go] vegan but… last night I joined the hallouminati.' Diverging from the typically serious, environmental tone often taken by plant-based food brands, the campaign normalises the act of failing, encouraging more people to experiment with veganism.

In turn, people are realising that a strict vegan diet may not always be accessible – or desirable. In response, the rise of Flexitarian Meats allow consumers to adopt plant-based habits without sacrificing meat products entirely.

L’Oréal commits to saving water with new innovation

Water Saver Haircare by L’Oréal and Gijosa Water Saver Haircare by L’Oréal and Gijosa
Water Saver Haircare by L’Oréal and Gjosa Water Saver Haircare by L’Oréal and Gjosa

Global – L’Oréal has partnered with environmental innovation firm Gjosa, introducing a new technology that offers water-saving benefits for hair-washing in the salon and at home.

To create Water Saver Haircare, L’Oréal first created micronised haircare formulas for its professional brand Kérastase. This was then embedded into a showerhead cartridge system that infuses the shampoo directly in the water stream, which the cosmetic giant boasts will improve product distribution, absorption and efficacy.

As the Water Saver shower head disperses droplets 10 times smaller than traditional shower heads, L’Oréal claims its technology saves two litres of water per minute, an 80% reduction in water use compared to the eight litres used in conventional rinsing. This invention serves a larger part of L’Oréal’s sustainability mission, with plans to roll out the technology in salons as well as releasing an at-home shower device by 2023 that will empower consumers to reduce water consumption.

In order to alleviate consumers’ concerns about water use, we have been tracking the rise of beauty brands manufacturing waterless formulas for their products.

India’s Light House Projects transforms city living

India – Indian prime minister Narendra Modi is focusing urban development efforts on innovative, affordable housing as part of an initiative dubbed Light House Projects.

The programme aims to build over 1,000 homes in six cities across India, with hopes for completion in the next 12 months. The Light House Projects aims to demonstrate the benefits of modern construction practices – inspired by countries including France, Germany and Canada – and how quickly buildings can be constructed when avoiding traditional bricks-and-mortar techniques.

Each building site will also serve as an incubation centre, allowing architects, planners and students to visit for inspiration. Various innovations, including a prefabricated sandwich panel system and a 3D construction technique, will be trialled in the six cities involved in the project.

India is turning to technology to explore affordable yet long-term solutions to its housing crisis, using this project as a chance to test various schemes. For more urban innovations, explore Research Cities.

Image by Safwan, India

Stat: Thai consumers opt for preventative supplements

Kaleidoscope, US Kaleidoscope, US

According to research by Mintel, Thai shoppers are using vitamins, minerals and supplements (VMS) to meet various health concerns.

When surveyed, 36% of respondents said they take a type of VMS as a preventative measure against future illness, while 49% are taking them to supplement nutrients missing from their diet. When it comes to VMS choice, participants turn to both expert and non-expert sources – 48% look to pharmacists for guidance yet 44% use the internet to narrow down their choice.

The report cites rapid urbanisation, busier lifestyles and Covid-19 as the reasons for VMS being widely adopted by Thai consumers. ‘VMS brands have an opportunity to expand beyond basic requests for immunity health and offer functional benefits such as beauty, brain, digestion, eye, sleep and weight management based on individual life stage, mental and physical needs,’ explains Pimwadee Aguilar, associate director for food and drink at Mintel Thailand.

In our Certified Supplements Market, we explore the ways in which VMS brands are proving product efficacy to their busy consumers.

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