Need to Know
13 : 09 : 22

Berlin – Adaptogens are natural ingredients that can help regulate the body’s response to stress and inflammation. Founded by Catarina Oliveira and Rui Liu, Herbar brings the versatile qualities of adaptogens to skincare. Its first product, the Face Oil, uses the tremella mushroom for detoxifying and hydrating, the reishi mushroom to reduce inflammation, and da zao (Chinese jujube dates) for blemishes, acne and scars.

As well as its use of adaptogenic ingredients, Herbar’s visual aesthetic also stands out. The founders gave artists Laura Le Gal and Lea Woo creative freedom to create visuals in response to a bottle of the brand’s Face Oil, resulting in a 1960s-inspired illustration and a jewellery box full of natural ingredients in soft focus. An accompanying ad campaign stars Oliveira’s grandmother and her best friend, promoting the brand’s ageless approach to beauty.

As their naturally occurring beneficial properties become better understood, mushrooms are becoming the next beauty sensation in the Western market.

US – To celebrate the launch of its forthcoming musical drama Monarch, Fox Entertainment is launching an official bourbon whiskey inspired by one of its lead characters. The bourbon, Truthteller 1839, is named after the character of Albie Roman aka ‘the Texas Truthteller’, played by country music singer Trace Adkins and who also features in an episode of the show.

The launch ties in directly with the show’s premiere, available to order exclusively from the online alcohol store ReserveBar. In addition, a pop-up store in New York opened over the weekend of the premiere, which allowed fans to get closer to the show, featuring other partnered items including Allen’s Boots, Union Western Apparel and Fret Zealot Music.

While we’ve seen tv tie-in products before, this launch taps directly into the Home Eatertainment trend, that sees consumers looking to elevate the at-home drinking experience – adding a personal touch that brings viewers closer to the characters on-screen.

The rise of streaming and the fall of linear tv continues apace, according to a small survey by advertising platform Future Today. Almost two-thirds (62%) of families surveyed for the report say they no longer have access to linear tv, while 90% say they rarely watch it at all.

While linear tv viewership is falling, television remains a firm favourite among entertainment options, with 98% of households saying they love watching it. The report notes that television remains a powerful advertising platform, although the emphasis is shifting towards ad-supported video-on-demand (VOD) services.

This shift is especially notable in households with children. ‘Kids are the CEO of the streaming household. If a message resonates with them, they are vocal about it to their parents, influencing purchases and brand equity,’ says Vikrant Mathur, co-founder of Future Today.

As the streaming revolution continues, look to our Local TV Market for the emerging regional alternatives to global streaming giants that are building highly engaged new audiences.