Signals

US – Baude describes itself as a ‘disobedient beauty brand’. Unlike bodycare cosmetics targeted at specific concerns or skin flaws, Baude stands out with a scent-centric approach, focusing on pleasure and enjoyment of bodycare rituals. Founded by Opening Ceremony’s former art director Heather Rosenthal and her two life-long friends Monica Ha and Charlotta Hellichius, Baude’s initial product drop is named Darkwave Utopia, a body wash and lotion duo with functional fragrances. The invigorating scent is formulated to relieve tension, boost energy and provoke sensory awakening thanks to a patented technology the brand claims is proven to uplift the mood and elicit pleasure. Every season, Baude will release new limited-edition scents and collectable bottles.

Besides developing the ultimate bodycare for perfume enthusiasts, Baude aims to prove that clean beauty doesn’t have to be scientific and sterile, it can be sophisticated and edgy too. The Darkwave Utopia has a unique positioning in the market, combining a rebellious spirit with clean, science-backed formulations without sulphates, parabens or phthalates, and packaged in recycled materials.

UK – A January 2024 Sport England report indicates that over 36% of adults in England are struggling to stay active due to the ongoing cost of living crisis, with deprived areas experiencing the most significant impact. The survey of nearly 3,000 people highlighted financial constraints as a major barrier, with 29% citing increased working hours as a reason for reduced exercise.

‘Individuals from deprived areas and lower socio-economic backgrounds are more likely to report negative effects on physical activity due to cost of living increases,’ states the report. Some 71% of respondents have altered their sports and activity choices during the crisis, favouring free alternatives like walking or cycling over paid memberships.

While the report underlines the challenges, Sport England’s chief strategy officer Nick Pontefract emphasises optimism. ‘While these headwinds inevitably impact all areas of life including work to increase physical activity and participation, the sector has been remarkably resilient and creative in sustaining opportunities for people to keep active,’ he said. ‘We also know there are plenty of low- and no-cost options for getting active, whether that’s running for free with Parkrun, using outdoor gym equipment that can be found in many parks or simply going for a walk.’

For more best-in-class case studies of commercial resilience amid rising inflation, head to our Cost of Living Crisis topic.