Need to Know
05 : 05 : 22

Germany – The latest campaign by detergent company Persil is a spoof video game designed to bring the gaming community together and encourage kids to spend more time outside.

The fast-paced campaign, created by Madrid agency LOLA MullenLowe and Golin London, portrays a group of children fleeing from an unseen enemy. The kids are pictured sliding in the mud, scaling boulders and sprinting through long grass with game-like visuals. But when a small girl emerges from the bushes and taps one of the kids on the shoulder, it's evident that the elaborate activity is a simple game of tag. When the text ‘Only available in real life’ appears, the fictitious game is revealed to be an advertisement for the game-esque excitement of playing outside.

By spoofing gaming marketing while capturing its thrilling energy, Persil has recognised the importance of outdoor play among children and cleverly used video gaming to promote it.

US – While prenatal healthcare is traditionally geared towards women, WeNatal is disrupting the space by offering supplements designed for both men and women. Its hero product, the WeNatal Together bundle, is inclusive of all couples; available in her + him, her + her and him + him. Each supplement features vitamin formulations that promote reproductive health and support overall nutritional health.

Arriving at a time when the importance of men’s fertility is coming into focus, WeNatal is providing a solution for couples to approach pregnancy as a shared journey. ‘We have made it our mission to re-imagine the gender paradigms around pregnancy,’ explains Vida Delrahim, co-founder of WeNatal. ‘Co-parenting has to start at the very beginning. We believe we are better, stronger and healthier together.’

As infertility becomes a more visible issue in modern society, Modern Fertility brands like WeNatal are recognising the need to support both men and women in tracking and optimising their reproductive health.

While early pandemic lockdowns prompted many women to ditch their make-up habits, recent global research by Kantar reveals that this shift has continued throughout the inter-Covid era.

According to the consultancy's findings, consumers are now opting for fewer, long-lasting beauty products that can be applied quickly. The study, which featured more than 300,000 global respondents, shows that weekly make-up usage has fallen by 28% on average since 2019, and by 31% compared to five years ago. Interestingly, sales of natural beauty products have grown during this period, up from an average of 18% of sales in 2017 to 24% of sales in 2021.

These figures show a more conscious approach to investing in beauty products, with consumers considering items that provide benefits beyond aesthetics. As consumers think beyond conventional make-up routines, there is a continuing shift to products and services that help people establish a sense of recuperation and rehabilitation.