Need to Know
15 : 08 : 23

Global – Ennismore, the hotel group behind brands such as The Hoxton, SO/Hotels and SLS, has unveiled Dis-loyalty, an innovative subscription-based loyalty programme. Unlike traditional loyalty programmes, Dis-loyalty asks members to pay £144 ($218, €180) annually, or £12 ($18, €15) monthly, for exclusive benefits across Ennismore’s 75 hotels and 150 restaurants worldwide.

Members of Dis-loyalty receive a range of perks, including 50% off stays at new hotels within the first three months of opening, 20% off the first stay in any Ennismore hotel, 10% off return stays and 10% off food and drink at most Ennismore restaurants. In addition, members can enjoy a daily barista-made beverage at any Ennismore hotel or restaurant, even if they aren’t staying there. The programme is designed to encourage guests to explore different Ennismore properties and embrace new experiences.

Founder and co-CEO Sharan Pasricha explained that the subscription model rewards members for being disloyal by trying various locations. New ideas about subscription have been pioneered by coffee chains like Pret-a-Manger, Panera and Au Bon Pain, and have since been adopted by others like Sweetgreen. In our Innovation Debrief 2023–2024 report, we assess new iterations of memberships that are better suited to the flexible working, travel and leisure lifestyles of the post-pandemic consumer.

UK – In a bid to address the growing confusion and misinformation in the skincare industry, popular British brand Simple has unveiled its Simple Truth report. The research reveals that 79% of British consumers feel overwhelmed by the skincare market, especially in the era of too many experts and over-complication.

Data and marketing advisory group Savanta Group surveyed 2,003 UK skincare consumers for the report, highlighting the role of social media in adding to the confusion. Individuals with sensitive skin (84%) and women (80%) reported feeling particularly perplexed by the skincare industry.

The study emphasised a clear demand for more transparency and simplicity, with 87% of participants desiring positive changes in the beauty industry, and 62% expressing a preference for straightforward skincare routines. Terms like ‘clean beauty’ were found to add to the confusion, with 65% of participants uncertain about its meaning.

The study also found that 62% of 18–24-year-olds rely on social media for skincare advice, but 31% find it misleading and 33% remain unsure about the information’s accuracy. This aligns with our Accredited Beauty macrotrend, which looks at how consumers are seeking proof points on product quality in the skincare industry.