News 18.07.2022

Need to Know

A playful suncream for redheads, Bumble pushes daters towards Singapore’s local businesses, and Love Island spurs on sustainable fashion.

A magazine for redheads moves into suncream

MC1R sunscreen, Germany and France
MC1R sunscreen, Germany and France
MC1R sunscreen, Germany and France

Hamburg – To coincide with the launch of its latest print issue, MC1R magazine has launched a limited-edition ‘redhead approved’ suncream as a playful nod to its readership. The cruelty-free, SPF50 product is the result of a partnership with German suncare brand Suns Care, with the bottle designed by Yulia Rozova.

Named after the melanocortin 1 hormone receptor, the so-called ginger gene behind red hair, the magazine occupies a specific niche but is well known for its dedicated community and graphic design. The bottle leans into the latter, with a bold all-caps typeface, vivid purple backdrop and contrasting orange sun logo. Perfectly timed for its summer issue, the release is a nod to the fact that redheads are highly susceptible to the sun. Speaking about the ‘redhead approved’ claim shared on the bottle, MC1R’s editor Tristan Rodgers says: ‘This claim is nice to communicate the concept with a bit more fun: with the strong design we are also loud on the flacon [bottle] and packaging.’

As SPF’s skintellectual future comes to fruition, this release puts a fresh and community-based spin on leisure-enhancing suncream, speaking directly to the magazine's audience in a way that feels personal and authentic.

Strategic opportunity

How can products speak to a specific audience? Explore how playful limited-edition product drops can help strengthen a brand’s community

Heron Preston crowdsources 3D-printed sneaker ideas

HERON01 Version 0.81 by Heron Preston and Zellerfeld, US HERON01 Version 0.81 by Heron Preston and Zellerfeld, US
HERON01 Version 0.81 by Heron Preston and Zellerfeld, US HERON01 Version 0.81 by Heron Preston and Zellerfeld, US

North America – To produce the latest version of its HERON01 sneaker, the streetwear brand has been tapping into feedback from beta testers who purchased the first iteration of the shoe in late 2021. Using detailed feedback on form and function has allowed it to update the design to create a better fit with improved support.

The sneaker is a collaboration with Zellerfeld, a 3D-printed shoe design company founded by a group of engineering students in 2015. The 3D-printing technology used to create the shoes allows customer feedback to be incorporated into future designs without significantly affecting manufacturing costs. Updates can be input via software and printed out immediately – rather than undergoing the time-consuming trial and error process associated with traditional footwear design. Zellerfeld plans to expand its operations to continue tapping into the potential of 3D-printed sports performance wear, with beta testers set to be a regular part of the process.

With consumers increasingly expecting a say in how the brands they love operate, this collaboration sets a template for how both brands and customers can benefit from Dynamic Democracy in action.

Strategic opportunity

Consider how customer feedback can be incorporated effectively into the design process, and how innovative manufacturing methods can help to eliminate inefficiencies and create better products

Bumble connects local businesses with Singapore daters

Singapore – With daters in Singapore increasingly seeking opportunities to make in-person connections, dating app Bumble has launched a campaign to promote experiences for two. Created in collaboration with 13 small businesses in the country, the Date Do What campaign includes a date generator questionnaire to help daters find an experience tailored to their hobbies and interests.

Users aligning themselves with the Adventurous category, for example, will be recommended experiences with local businesses offering activities such as kayaking or roller skating. Meanwhile, a Foodies category will match users with a variety of local eateries. Through this campaign, Bumble is showing a continued evolution of its efforts to facilitate physical meetings – something we identified through the launch of its New York-based café and wine bar.

Lucille McCart, APAC director for Bumble, says: ‘The brand’s partnership with local small businesses helps create a fun environment for singles to bond with their dates and hopefully develop meaningful and lasting connections.’ Elsewhere, we’ve previously explored the ways in which Generation Z are embracing in-person dating.

Bumble Brew

Strategic opportunity

Leisure and entertainment venues have an opportunity to position themselves as destinations for meeting potential friends and love interests. Consider how you might facilitate safe spaces for such connections to occur

Stat: Love Island moves the dial on pre-loved fashion

Love Island and eBay, UK Love Island and eBay, UK

While reality tv show Love Island has historically been known for promoting fast fashion, this year’s collaboration with second-hand marketplace eBay is already pointing towards a promising consumer shift.

According to findings from the show’s network ITV, searches for ‘pre-loved fashion’ on eBay have risen 700% since the announcement, while Google has reported 756% more searches for ‘eBay pre-loved clothes’. Since the tie-up between Love Island and eBay was revealed in May, these results already indicate viewers’ willingness to adopt more sustainable habits.

Brett Staniland, a former contestant from Love Island, says: ‘The impact Love Island has socially and culturally in the UK is huge, as well as setting a precedent for other popular tv shows, so I’m still optimistic as to which other shows might change their sponsorship and where this all goes in the next few months.’ These figures demonstrate the powerful impact that media and communications can have on elevating Second-hand Brands.

Strategic opportunity

Popular media campaigns can greatly influence consumer decisions. How might fashion brands collaborate with film and tv brands to promote sustainable behaviours such as upcycling?

Previous News Articles
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN