News
22 : 06 : 23

US – The Most Beautiful Sound is an innovative new project from healthcare-focused advertising agencies WPP and Grey Health & Wellness that captures the mesmerising process of cancer cells dying and translates it into a first-of-its-kind auditory experience.

Developed in collaboration with the American Society of Clinical Oncology (ASCO) the campaign aims to enhance cancer patients' understanding of how their medication or chemotherapy affects cancer cells.

Led by Dr Conor Evans of Harvard Medical School, researchers used stimulated Raman scattering microscopy to isolate and precisely measure the movements of breast and lung cancer cells at the moment of their demise. These intricate cellular movements were then transformed into audible sounds.

At a recent ASCO meeting, a dedicated listening station provided attendees with the opportunity to immerse themselves in captivating audio and watch an emotional video capturing the profound moments when cancer patients heard the sounds for the first time.

We recently explored how innovative technologies are transforming complex healthcare processes into immersive experiences. As one in 2 men and women will be diagnosed with the disease at some point in their lives in the UK (source: British Journal of Cancer), there is a growing need for a marketplace that provides tools and services that make healthcare journeys more accessible, understandable, and empowering.

New Zealand – MitoQ, a New Zealand-based cell health company, has announced the introduction of MitoQ Adrenal +Balance, a formulation of proven actives that addresses everyday stress at the cellular level to help balance cortisol levels.

MitoQ’s research found that more than 50% of people surveyed reported fatigue, feeling overwhelmed, problems sleeping and lack of mental clarity as top stress-related issues. Our modern lifestyles - often consisting of work, poor sleep and unbalanced diets - cause stress, and this impacts the adrenal glands which are central to the mediation and production of cortisol, our stress hormone. MitoQ’s new ingredient targets cell stress within the mitochondria and improves energy, increases exercise recovery, and promotes healthy ageing while also managing emotional stress and balancing cortisol levels.

Our upcoming Beauty, Health & Wellness online event (taking place on 27 June from 4:30pm to 5:30 pm BST) will also dissect the importance of cellular wellbeing and its correlation to ageing. Additionally, in line with MitoQ’s research, we will evaluate how stress and poor mental health affects not only the ageing process but also the motivation people have to live elongated lives.

China – Mainland China’s recent reopening, following the lifting of lockdown and the end of the travel ban, has renewed foreign brands’ interest in its consumer market. But Chinese consumers might not be that welcoming. A new study by Morning Consult states that 43% of Chinese adults report having previously boycotted a foreign brand. The country’s youngest generation of adult consumers is the most likely cohort to say they have done so (47%).

The reasons given for this hostility are primarily unethical behaviour from the business (cited by 33%), such as perceived prejudice against Chinese consumers, and geopolitically relevant concerns. Some 32% of respondents said they had boycotted a brand whose spokesperson criticised the Chinese government. In tune with the Guochao (national trend) movement, Chinese consumers increasingly seek local cultural aesthetics in all markets. Morning Consult reports nearly three in 10 Chinese adults cited a preference for local brands over foreign ones as having driven their boycott decisions.

As analysed in State of Luxury: Post-Lockdown China and the Chinese Outdoor Fashion Market, citizens in mainland China have emerged from lockdown with new consuming behaviours, including a newfound interest in their local designers, know-how, travel spots and leisure.