News 03.05.2022

Need to Know

Dove presents a different perspective on early parenthood, Burberry goes viral on TikTok, and American tourists want stress-free travel.

Baby Dove wants to tackle post-partum pressures

#OneRealPressure by Baby Dove

US – Painting a more truthful picture of early motherhood, Baby Dove’s Under Pressure campaign aims to remove stigma and ease the impact of post-natal depression.

The short film sheds light on some of the obstacles and challenges that new mothers face, such as fatigue, sleep deprivation, body changes, and juggling work and life responsibilities. By showing a more realistic vision of early parenting, the campaign is striving to create a sense of shared understanding and solidarity among mothers.

In addition to the campaign, the beauty brand is encouraging mothers to connect digitally and in real life, identifying loneliness and solitude as key contributing factors to post-natal depression. Baby Dove will use its website to share a variety of resources for mothers, alongside a forum to post questions or discussions.

By sharing an honest picture, Dove is encouraging mothers to ignore the unrealistic standards of parenthood often communicated online and in the media. As a result, the beauty brand is fulfilling the role of a caring Life-stage Brand.

Strategic opportunity

When responding to a social cause, companies should provide resources and tools to help fuel lasting change. Take a page from Dove and consider creating a safe space for customers to meet one another and share feelings

A toothpaste rebranding embracing sector taboos

Twice rebranding by Concrete, US Twice rebranding by Concrete, US
Twice rebranding by Concrete, US Twice rebranding by Concrete, US

The Bahamas – Founded by musician Lenny Kravitz, toothpaste brand Twice is undergoing a visual refresh that embraces an unconventional colour palette for the dental care sector.

While many oral care products focus on minimal design cues and colours associated with hygiene, such as silver, white and blue, Twice bravely opts for a sunshine yellow as the focal point of its brand. Concrete, the Toronto-based design studio behind the rebranding, considers the bold colour choice an opportunity to cut through tired design tropes.

The distinctive yellow is a colour traditionally avoided in the oral care sector because of its associations with yellow teeth,’ explains the studio. ‘But this created an opportunity for us to break away from such literal thinking and connect to the positive emotions associated with the colour.’ By confronting a design taboo in the sector head-on, Twice demonstrates how brands can continue reworking the dental industry to elevate oral care as more of a lifestyle sector.

Strategic opportunity

Reflect on the commonly avoided communication or design cues in your sector. Are there playful or unexpected ways to flip the script to challenge tired thinking and make meaningful and engaging products?

Burberry courts Gen Z with viral TikTok campaign

London – Luxury brand Burberry is partnering with popular TikTok creator Sylvaniandrama to promote its new Lola handbag. The partnership puts a novel spin on sponsored content, helping the heritage brand reach a younger audience.

Famed for its theatrical, soap opera-inspired clips, Sylvaniandrama uses small figurines from the toy company Sylvanian Families to create amusing videos. The channel’s quirky sense of humour has garnered it 1.9m followers on TikTok, and its videos regularly attract just as many views, if not more.

The unexpected collaboration sees Sylvaniandrama apply its signature 'whodunnit' narrative to promote the Burberry bag, making the sponsored content feel authentic rather than forced.

By engaging TikTok users in this way, Burberry is showing that it understands what the platform's users want and enjoy. To learn more about how luxury brands are using TikTok, readers can revisit this opinion piece about marketing practices on the social media platform.

Burberry in collaboration with Sylvanian Families collection, US

Strategic opportunity

To make a splash on TikTok, consider the more creative or unexpected ways to collaborate with content-creators – avoiding real-life products or models can make content more accessible and relevant

Stat: US tourists embrace all-inclusive trips

Gouna Festival Plaza in the Red Sea resort of El Gouna designed by Studio Seilern Architects, Egypt Gouna Festival Plaza in the Red Sea resort of El Gouna designed by Studio Seilern Architects, Egypt

While organising a holiday has come with added stresses since the start of the pandemic, US travellers are embracing the ease of all-inclusive trips. According to a survey by hotel brand Wyndham Hotels & Resorts, conducted by OnePoll, a majority (77%) of US tourists believe all-inclusive holidays are the least stressful way to travel.

The study also shows that 75% of travellers believe the best way to travel is to book an all-inclusive trip. These figures come at a time when many holidaymakers are finding their feet again with booking trips, and are looking to tourism providers to offer appealing packages. ‘With an increase in daily work and family stress in the past two years, we’re seeing demand for simple, stress-free vacations,’ says Scott LePage, president of Americas at Wyndham Hotels & Resorts.

This shift towards all-inclusive travel also reflects the renaissance of traditional travel agents, with more consumers seeking expert-led and curated trips.

Strategic opportunity

Travel and hospitality providers should lean in to this desire for stress-free travel, and create services to mitigate some of the common difficulties associated with travelling

Previous News Articles
Mobile World Congress 2024 daily recap: app-less phones, transparent laptops and flying cars

News

Mobile World Congress 2024 daily recap: app-less phones, transparent laptops and flying cars

Monday marked the beginning of Mobile World Congress 2024 in Barcelona.
Technology : Mobile World Congress : Lenovo
Coach unveils Find Your Courage campaign set in a virtual universe

News

Coach unveils Find Your Courage campaign set in a virtual universe

Luxury fashion brand Coach has launched its latest campaign, Find Your Courage, featuring a virtual universe.
Luxury : Advertising & Branding : Fashion
L'Oréal and Prada expand partnership with Miu Miu Beauty launch in 2025

News

L'Oréal and Prada expand partnership with Miu Miu Beauty launch in 2025

During its 2023 annual results conference, L'Oréal announced a groundbreaking move in the luxury beauty sector.
Beauty : Luxury : Fashion
Stat: Calm alerts on the debilitating impact of family planning for working women

News

Stat: Calm alerts on the debilitating impact of family planning for working women

In its Voice of the Workplace Report released in February 2024, meditation and sleep app Calm reveals that employees believe their workplace is not...
Workplace : Health & Wellness : Society
Intrusive thoughts and garbage-throwing

News

Intrusive thoughts and garbage-throwing

Milan Fashion Week, from 20–26 February 2024, started with a bang with Diesel, which invited guests to a Zoom call where hundreds of fans from all ...
Luxury : Fashion : Design
Materials in movement

News

Materials in movement

Designers turned into directors shouting ‘lights, camera, action’ in Milan as looks made from shredded fabric, shiny embroidery, vinyl and silk cam...
Luxury : Fashion : Design
Bringing sexy back

News

Bringing sexy back

No matter how cold the autumn/winter season will be, women will show a lot of skin, according to Milan Fashion Week’s naked dresses mania.
Luxury : Fashion : Design
Designing accessories for TikTok

News

Designing accessories for TikTok

Camp was definitely the inspiration for various accessories at Milan Fashion Week. Fendi joined forces with Chupa Chups to create a limited-edition...
Luxury : Fashion : Design
Lunge elevates luxury pet accessories with fashionable brand identity

News

Lunge elevates luxury pet accessories with fashionable brand identity

New York-based pet accessories brand Lunge is redefining luxury pet products with its collaboration with design agency Porto Rocha.
Pet Industry Trends : Lunge : Visual Identity
Hinge introduces Phonebook to help Gen Z unplug for an hour

News

Hinge introduces Phonebook to help Gen Z unplug for an hour

Dating app Hinge has launched One More Hour, a social impact initiative aimed at combatting Gen Z’s feelings of loneliness.
Youth : Pop-culture & Media : Technology
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

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more