Need to Know
21 : 03 : 22

France – Cognac company Louis XIII is travelling back to the origin of the earth with its latest campaign, Believe in Time. The short film, which stars the musician Solange as Mother Earth, pays tribute to the alcohol brand's 50-100-year ageing process, which it describes as 'thinking a century ahead'.

Exploring the concept of deep time, the campaign brings together original work by three women creatives: Chinese couturier Guo Pei, French-Senegalese film-maker Mati Diop and American musician Solange. In the film, Solange is dressed in a Guo Pei gown that took two years to make. The musical score, a hypnotic melody that includes strings, percussion and woodwind instruments, was composed by Solange, further highlighting the effort and craftsmanship that went into the commercial. Her voiceover emphasises the earth's origins some 13bn years ago, and how long some of the planet's most beautiful landscapes and human achievements have taken to come to life.

By creating an advert that explores the concept of time and unhurried processes, Louis XIII is drawing a parallel with the labour and artistry that goes into crafting its own cognac. In this way, the brand is aligning itself with the slower, more thoughtful techniques which we have previously monitored in Longevity Marketing.

South Korea – Hardware brand Dot is expanding its efforts to make technology more accessible with the launch of The Dot Pad device. This tablet features a panel of 2,400 pins, which can raise up or drop down to form letters in braille or easily identifiable shapes.

Importantly, it also integrates Apple’s VoiceOver screen-reading feature, allowing users to more easily read text, graphics and images. Through this innovation, its creators recognise the potential for The Dot Pad to support people with visual impairments at work, in the classroom or for communication and leisure purposes. ‘In the 21st century, it didn’t make sense that visually impaired people cannot access graphical information in a digital way,’ comments Ki Kwang Sung, co-founder of Dot.

While some technology brands have begun offering hardware add-ons to existing goods, The Dot Pad responds to the demand for accessible technology products that are specifically designed to cater for people’s inclusivity needs.

In India, consumer mindsets are shifting from skincare to skin health, with people in the country recognising the impact of the pandemic on their skin. According to Mintel’s Indian Consumer 2022 report, about half of Indians (51%) attribute their skin problems to stress.

Meanwhile, 50% say that a lack of sleep is to blame, while 47% believe an unhealthy diet is the issue. These figures reflect a move from prioritising outer appearances to recognising that skin health comes from the inside out.

With this shift in mind, beauty and wellness brands in India should begin addressing holistic lifestyle factors such as stress, sleep and diet, alongside surface-level skin problems. Discover more about this interconnected approach to wellness throughout Synchronised Care.