News 03.06.2021

Need To Know

Made.com celebrates the home as a living and social space, Rolls-Royce returns to its coach-building roots and Indian consumers seek multi-functional suncare.

Made.com reclaims the home for living

Home Will Soon Be Home campaign by Otherway for Made.com

UK – Furniture brand Made.com is encouraging people to rediscover the joy of being at home amid easing lockdown periods, highlighting ways to reclaim living and dining spaces for their true purpose.

Created by advertising agency Otherway, the Home Will Soon Be Home Again campaign suggests it's time for people to enjoy their homes after the pandemic transformed them into temporary schools, offices and gyms. The ad is a result of a poll by Made.com, which found that its online community is most looking forward to reconnecting with others after a year of isolation. It presents the importance of dining tables used just for dining, the return of real-life conversations and the joy of getting home after a night out.

‘Our campaign is a prompt to re-imagine how we want to live at home once we're out of lockdown – to live happier, healthier, well-designed lives,’ says Jonny Ng, brand marketing director at Made.com. ‘Ultimately, as we begin to go out more we will once again be able to feel the joy of coming home.’

As pandemic restrictions begin to ease in some countries, consumers are likely to reconnect with opportunities for Home Eatertainment.

Fantastical cars come to life at Rolls-Royce

Boat Tail by Rolls-Royce Coachbuild Boat Tail by Rolls-Royce Coachbuild
Boat Tail by Rolls-Royce Coachbuild Boat Tail by Rolls-Royce Coachbuild

UK – The luxury car brand is reviving its bespoke car-making services, allowing clients to purchase hyper-personalised and experimental vehicles.

Its Rolls-Royce Coachbuild division invites clients to work directly with the brand to create their ideal vehicle. Involving clients at every stage from initial sketches to finishing touches, the car-maker considers its coach-building service as the epitome of luxury. To mark the launch of this service, Rolls-Royce presents the Boat Tail car, pictured, as an example of the creative potential for its customers. This vehicle, which includes nautical references, doubles as a car and a ‘hosting suite', housing a chest filled with items such as a refrigerator, champagne flutes and fold-out chairs.

‘Rolls-Royce Coachbuild is a return to the very roots of our brand,’ comments Torsten Müller-Ötvös, CEO of Rolls-Royce. ‘It represents an opportunity for the select few to participate in the creation of utterly unique and truly personal commissions of future historical significance.’

As the demand for vehicles shifts, automotive designers are redefining mobility concepts for flexible and malleable living.

Astralis Nexus is a next-gen gaming universe

Astralis Nexus Astralis Nexus

Copenhagen – Esports organisation Astralis is opening a gaming and entertainment centre to connect with global fans and welcome new audiences.

The destination, Astralis Nexus, includes gaming stations, VIP rooms, streaming hubs, an auditorium and an education centre, among other elements. Targeting well established gamers alongside casual players and eSports fans, the space aims to entice a variety of audiences to visit and experience gaming as a leisure pursuit. A merchandise store and food and drink outlets also encourage visitors to spend longer in the space.

The gaming firm has designed the Nexus centre to be scalable, with potential for further openings in other locations. Affirming Astralis Nexus as an inclusive destination, Jakob Lund Kristensen, co-founder of Astralis, says: ‘We are constantly working to become an even bigger part of the fans' everyday lives, but also to contribute to all the positive things gaming can offer young and old at all levels, no matter who they are.’

While we previously predicted the rise of Virtual Reality Arcades, this destination similarly showcases the growing potential for public gaming spaces.

Stat: Suncare confusion prevails in India

Nykaa, India Nykaa, India

Brands have a chance to better educate Indian consumers about suncare – from types of formulations, to ingredients and use cases – according to research by Mintel.

While many local consumers cite their indoor lifestyles or lack of exposure to the sun as key factors for not investing in sun protection, the research points to new opportunities for skincare brands to offer multi-functional products. Almost a third (31%) of consumers say they are willing to pay more for suncare products with skincare benefits, a figure that rises to 41% among women aged 25–34.

‘Lack of consumer knowledge surrounding skincare and the misconception that if they are not exposed to the sun, they don’t need to use suncare or skin protection products is the top reason that we see low usage in this category,’ explains Tanya Rajani, India beauty and personal care analyst at Mintel. ‘Brands can amplify education around the daily need for suncare and skin protection even when staying indoors due to wider environmental aggressors.’

To discover more innovations in this area – from inclusive skincare to beauty-led SPFs – read our Suncare Market.

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