News 03.04.2024

Need to Know

Colgate celebrates dental gap, Liquid Death joins forces with Elf Beauty and why snacks are recession-proof.

Colgate champions smile diversity with The Beauty of Gaps campaign

The Beauty of Gaps by Colgate, US

US – Colgate is challenging beauty standards and celebrating smile diversity with its latest campaign, My Smile is My Superpower. In a departure from traditional advertising, the brand embraces imperfections and encourages individuals to embrace their unique smiles.

The initiative comes in response to a survey revealing that 65% of Gen Z consumers reported that pressure to have a perfect smile negatively impacts their confidence, and 85% would like to change their smiles. Colgate aims to shift this narrative by promoting self-acceptance and celebrating differences.

The campaign's highlight is the music video The Beauty of Gaps directed by Alfred Marroquin. The video features a diverse cast of individuals confidently showcasing their smiles, including award-winning actress Uzo Aduba, who proudly sports a gap in her smile.

Diana Haussling, SVP & GM of Consumer Experience & Growth at Colgate, emphasised the campaign's importance in combating beauty ideals and boosting confidence, saying, 'We know that there is power in every smile, and I am proud that with this initiative, we are providing resources to help kids smile with confidence wherever they go.'

For more insights on this New-wave Inclusivity, head to our Future Five: Identities microtrend report.

Strategic opportunity

Create campaigns that empower people to embrace their uniqueness and challenge societal norms, fostering a stronger connection with your brand

Liquid Death and Elf launch Corpse Paint makeup collection

Corpse Paint Collaboration by Liquid Death and Elf Beauty, US Corpse Paint Collaboration by Liquid Death and Elf Beauty, US
Corpse Paint Collaboration by Liquid Death and Elf Beauty, US Corpse Paint Collaboration by Liquid Death and Elf Beauty, US

US - Elf cosmetics and canned water company Liquid Death have collaborated on a range of Corpse Paint beauty products.

Inspired by heavy metal and gothic makeup, the limited-edition collection includes the Dead Set (Matte Magic Mist and Set), the Kiss of Death (O Face Satin Lipstick), Eye Die (No Budge Cream Eyeshadow), Dead Line (H2O Proof Eyeliner Pen) and the Brush with Death Putty Applicator.

‘We knew we wanted to make a limited-edition product together and corpse paint felt like the ridiculous centre of the Venn diagram between us,’ Andy Pearson, vice president of creative at Liquid Death, told The Drum.

In a commercial for Corpse Paint, two teenage girls are admiring a heavy metal singer in a magazine before he materialises from the page and paints their faces with the collection. In a twist of fate, one of the girls’ mothers enters the room only to reveal the heavy metal star is her long-lost love.

In our Danse Macabre microtrend report, we unpacked how embracing dark humour is key for reaching Gen Z. By putting a Liquid Death spin on Elf's cosmetics, the collaboration appeals to younger consumers’ demand for authenticity and their curiosity towards the weird, dark and twisted.

Strategic opportunity

Explore unconventional or countercultural aesthetics in branding, packaging and marketing to appeal to Gen Z's affinity for authenticity and non-conformity – but avoid appropriation by spotlighting and amplifying creators and talents within those spaces

GameScent uplifts the gaming experience with Smell-O-Vision console

Aurora Gaming Collection by Logitech G Aurora Gaming Collection by Logitech G

US – GameScent, a cutting-edge device developed by a team with extensive consumer electronics and gaming expertise, is set to transform the gaming experience. The device promises to add a new dimension to gaming by incorporating scents that correspond with gameplay.

Designed to enhance immersion, GameScent captures real-time audio cues from gameplay and uses its innovative AI to trigger scents that match the action on the screen. With diverse scents, including Gunfire, Explosion, Racing, Storm and Forest, players can now feel the intensity of battle, the rush of speed or the tranquillity of nature right in their gaming space.

Casey Bunce, president of GameScent, emphasised the importance of smell in creating memorable gaming experiences. 'Studies have shown that the sense of smell imprints in long-term memory more strongly than anything else,' Bunce said in a press release. 'With GameScent, we're hoping to elevate gamers' experiences to be more exciting and memorable than they ever have been before.'

Despite concerns about potential headaches from strong scents, GameScent plans to expand its offerings with additional scents including Blood, Ocean and Sports Arena. The company also aims to engage with its community through an insider's club, gathering feedback to refine and enhance the product.

In Synaesthesia Scents, we previously analysed how fragrance and audio have shared terminology – accords and notes – that make them a close pairing in product, marketing and joint experience that can unite these categories.

Strategic opportunity

Invest in R&D to explore the potential applications of scent-based technology in different sectors, ranging from entertainment and marketing to healthcare and therapy

Stat: Consumers continue to snack despite cost of living crisis

Flings brand identity by Blurr Bureau Flings brand identity by Blurr Bureau

Global – Is snacking recession-proof? The fifth annual State of Snacking report by Mondelēz and The Harris Poll indicates that despite the cost of living crisis, snack spending remains stable.

Surveying 3,683 adults from 12 global markets, the report found that two-thirds (66%) of consumers indicate that they have not significantly altered their snack spending habits, even as they become more price-conscious.

Almost nine in 10 global consumers continue to snack daily (88%) and of these snackers, 60% report enjoying a snack twice daily. Many consider snacking a ritual, with 75% of people consuming snacks at special moments or times of day.

Snacking has even helped individuals to navigate economic uncertainty in the last five years, with around two-thirds of Millennials (68%) and Gen Z (65%) reporting that snacking helps them take their minds off the issues of the world.

In our Kids’ Snack Market report, we explored how the pandemic exaggerated snacking habits, creating growth and innovation opportunities within the health-focused, functional snack segment. Now, brands need to adapt their offerings to cater for customers struggling during the Cost of Living Crisis too.

Strategic opportunity

Acknowledge and reward customers for staying loyal to your snack brand through initiatives such as giveaways and prizes that provide feel-good-moments amid financial gloom

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