News 02.03.2023

Need to Know

Digital African fashion enters gaming, Noble Panacea’s revolutionary skin preparation line, Knorr dares Gen Z to eat adventurously, and GCC’s spending power on fashion hints at a female cultural shift.

Digital African fashion is coming to The Witcher and Minecraft

#MaxYourIdentity by Orange, France

France – A new campaign by Orange spotlights the lack of cultural representation in gaming and introduces a diversification of avatar skin tones and fashion honouring under-represented communities.

Africa and the Middle East are emerging as gaming hotspots, but local players don’t see themselves represented on screen. That’s why French telecoms company Orange and media firm Publicis created Cultural Avatars. Gamers from the Middle East and North Africa (MENA) region can now wear their traditional outfits in The Witcher, Minecraft and other virtual realities.

Orange enlisted three young designers from northern Africa, the sub-Saharan region and Madagascar to create culturally relevant designs. The latter brought their vision and expertise to the team of gaming developers who turned traditional fashion into video game attire.

With Cultural Avatars, Orange stresses the need for more diverse narratives in gaming. We previously highlighted in Affirmative Avatars how netizens interested in gaming and digital fashion are a diverse group of distinct identities, values and aesthetics who wants to feel represented.

Strategic opportunity

The gaming and entertainment industry should set ambitious diversity and inclusion strategies that include talent recruitment, uplifting marginalised voices in their content and opening up the virtual realms they create to all cultures

Noble Panacea’s skin preparation line optimises skincare routines

The Elemental by Noble Panacea, US
The Elemental by Noble Panacea, US
The Elemental by Noble Panacea, US
The Elemental by Noble Panacea, US

US – With the launch of The Elemental line, Noble Panacea highlights the critical role of the skin initialisation step to harness the full potential of a beauty routine.

Applying make-up or skincare without correctly preparing the skin hinders optimal results. That’s why Noble Panacea’s new two-step skin initialisation treatment is designed to supercharge the efficiency of products applied next.

Founded by chemistry Nobel prize winner Sir Fraser Stoddart, the brand is known for its unique technology, the Organic Super Molecular Vessel, which delivers active ingredients for a long-term release into the exact location within a skin cell with the perfect timing, control and sequence. The new Cleansing Balm and Exfoliating Refiner take this system to the next level by creating an elevated skin-preparation experience. Stoddart imagined both products as a way to smooth and refine skin texture – a skincare ritual anchored in Accredited Beauty.

Strategic oppotunity

Science-led beauty appeals to consumers who are increasingly savvy and curious about the products they use. Consider investing in informative and educational beauty marketing

Knorr dares Gen Z to eat adventurously

Germany – Knorr, known globally for its dehydrated soups, has launched Dare to Try, a campaign that encourages young diners to make adventurous and sustainable food choices.

In partnership with TikTok and Vice, the German brand invited 11 content-creators to a dinner party in a jungle and encouraged them to sample dishes made with unusual ingredients, including insects.

The video campaign shares facts about the effects of the food industry on greenhouse gas emissions and shows a young audience how sustainable choices don’t have to be boring.

In Redemptive Diets, we’ve previously highlighted how some brands and consumers unite to build future-fit food systems that support changing social values, protect precious resources and secure supply chains.

Rosebar, Six Senses, Ibiza. Photography by Philippe Vogelenzang, Spain

Strategic opportunity

Legacy brands wishing to stay relevant among a young audience will have to take a stance on topics that are crucial to them, such as sustainability, diversity, inclusion, mental health and LGBTQ+ rights

Stat: GCC’s spending power on fashion hints at female cultural shift

Aesthetic Relativism by Mouaath Moh (https://www.instagram.com/mouaath.m/?hl=en) Aesthetic Relativism by Mouaath Moh (https://www.instagram.com/mouaath.m/?hl=en)

Gulf Cooperation Council (GCC) – A new report by The Business of Fashion Insights reveals that 50% of high earners in the United Arab Emirates (UAE) and Saudi Arabia spend more than £830 ($1,000, €938) a month on average on fashion. High earners with an annual household income of over £62,265 ($75,000, €70,300) also tend to spend more on clothing outside their home country.

On top of a favourable local economic context, fashion spending is growing in the region because of shifting societal norms. More women are entering the workforce and looking for shoes, beauty products and everyday apparel, which is increasing demand. In contrast, handbags and jewellery were once the purchase priorities for local women wearing modest fashion.

In Emerging Youth: Saudi Arabia, we identified how young Saudis are at the forefront of their country’s significant sociocultural, economic and progressive changes. Businesses seeking the right clientele in this market should pay attention to the local nuances. High earners might spend nearly four figures on fashion monthly; however, UAE and Saudi Arabia consumers also say their favourite brands are mainstream fast fashion names like Zara, Nike and Adidas.

Strategic opportunity

The luxury fashion industry has had its eyes on Middle Eastern high earners for a decade, but the next step is to reach them locally and abroad. To compete with high street brands, consider more synergies with travel and hospitality businesses through innovative shopping experiences while on holiday

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