Need to Know
18 : 01 : 23

Symprove campaign highlights bad health fads, The Standard Hotel immerses guests in sound, Samsung’s new washer captures microplastics and Dune report evaluates the profitability of fashion NFTs.

New Symprove campaign highlights bad health fads

Symprove campaign by Lucky Generals, UK

UK – Gut health brand Symprove has launched an advertising campaign that pokes fun at the glut of gut health fads that emerge at the start of each new year.

A digital ad features model and presenter Lisa Snowdon in classic influencer mode touting gut candles, anal crystals and a bowel counsellor who talks to her stomach. Then a sharp cut allows Lisa to reveal she is joking, that these aren’t real products. The aim of Symprove’s campaign is to cheekily call out preposterous and potentially dangerous health trends, but also to let IBS sufferers know they can rely on Symprove because its products are backed by science.

What we’ve seen in Accredited Beauty applies across health and wellness too, which is that consumers feel safer using products that revel in their expertise. Sophie Muller, head of brand at Symprove, says: ‘Our aim is to make sure consumers know where to get the right help.’ The campaign was launched across Symprove’s social media channels in January and will be backed by print advertising.

Strategic opportunity

Where once the science behind health and wellness products felt rarefied or could be considered boring, consumers now seek out this information. They are keen to engage with brands that prioritise knowledge and delight in showcasing their expertise

The Standard Hotel immerses guests in sound

The Retiring Room by A Right/Left Project launching at The Standard, London 
The Retiring Room by A Right/Left Project launching at The Standard, London
The Retiring Room by A Right/Left Project launching at The Standard, London 
The Retiring Room by A Right/Left Project launching at The Standard, London

London – The Standard Hotel is inviting its first guests of the new year to experience a unique immersive sound installation, The Retiring Room.

Visitors are taken on a journey the moment they arrive at the reception desk. They are then whisked into the iconic windowless Cosy Core rooms in the heart of the busy King’s Cross hotel where a bespoke sound system by L-Acoustics envelops them in sound. Inspired by the body’s natural circadian cycle, the installation aims to take guests on a sonic journey that improves their mood, energy and focus.

Re-imagining the traditional hotel experience, The Retiring Room fits with what we have highlighted in The Awe Economy, where brands create experiences that ground consumers in the present moment, helping them combat day-to-day feelings of dissonance. The Standard hopes guest will emerge from the 20-minute installation feeling recharged, rejuvenated and ready to take on the rest of the day. Created by A Right/Left Project in collaboration with musician Toby Young, The Retiring Room will be available between 17 and 23 January 2023.

Strategic opportunity

Anxiety, pessimism and helplessness have grown for many consumers over the past few years and they are looking for permission to decelerate. They feel excited about brands that take the lead in inventing ways for them to pause

Samsung's new washer captures microplastics

US – Addressing the challenge of microplastics in garments, Samsung has worked with Patagonia to develop an innovative solution able to reduce emissions of the harmful particles during the laundry phase.

In the works for over a year, the breakthrough laundry technology is the product of a collaboration between Samsung and Patagonia. According to the brands, the two new products will tackle the issue of microplastics shedding during the laundry process, which typically leads to the particles being released during washing cycles and polluting bodies of water. The Less Microfiber Filter captures microplastics before the end of the cycle, and will be commercialised in the second half of 2023 as an add-on for any washer on the market. The second feature is a Less Microfiber Cycle, a washing cycle said to cut microplastic emissions by up to 54%.

Although health hazards of microplastics and how to tackle the problem at the source are still under-addressed issues, Samsung’s innovation has the potential to mitigate the damage caused by the particles, with its scalable and accessible addition to the growing planet-friendly home cleaning market.

Less Microfiber wash cycle by Samsung, US

Strategic opportunity

Convenience and scaleability are key to drive adoption of sustainable habits. Take inspiration from this initiative, in which cross-industry experts have worked together to innovate. The result is a simple to implement but effective solution

Stat: Dune report evaluates the profitability of fashion NFTs

This Outfit Does Not Exist (TODNE) This Outfit Does Not Exist (TODNE)

Global – As a flood of fashion brands jumped on the non-fungible token (NFT) bandwagon in 2022, blockchain analytics platform Dune investigated how well these projects are faring in terms of profitability.

The NFT Brand Case Study reviewed the performance of the main fashion NFT launches, revealing that these digital assets amassed over £200m ($245m, €226m) in sales in 2022, largely driven by a few big players in the Web3 fashion sector. Nike took the lion’s share, with revenue and royalties totalling over £150m ($184m, €169m), while other brands also recorded significant sales, including Tiffany & Co, adidas and Dolce & Gabbana.

The recent crypto crash and the divisive nature of NFTs can leave brands unconvinced about whether investing in this area is a profitable strategy in the long run. But this data suggests that well-executed NFT activations can perform well, and that there is a sizeable market for fashion digital collectibles. Beyond the hype, brands willing to take the leap have an opportunity to generate new revenue streams and boost audience engagement.

Strategic opportunity

Tying digital activations to real-life perks is one way that brands can reward NFT buyers and create closer ties with their communities. An example is Prada’s Timecapsule project, which offers token owners benefits including invitations to the brand’s fashion show in Milan

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