LSN : Daily Signals : Vocational education enjoys resurgence in China

British Airways creates Bridgerton-inspired safety video

British Airways Safety Video 2024, UK

UK – British Airways has launched its latest onboard safety video, A British Original Period Drama, which combines British literature, tv and film with essential safety instructions. The five-and-a-half-minute video features over 40 British Airways staff members humorously interrupting period drama characters to deliver safety tips.

The video includes memorable moments like oxygen masks descending in front of bewildered maids and a Georgian socialite puzzled by a laptop. Directed by Sharon Maguire and with costumes by Jenny Beavan, the production captures British humour and historical charm.

Calum Laming, chief customer officer, said: ‘We have created something truly original and entertaining that celebrates what makes Britain – and British Airways – unique while communicating the importance of safety on board.’ The video is now available on long-haul flights and has attracted more than 735,000 views on YouTube.

For more insights on advertising and entertainment, head to our Pop Culture and Media section.

Strategic opportunity

Use humour and cultural references to make marketing campaigns more engaging. Businesses can create memorable and entertaining content that aligns with their brand identity and resonates with their audience

Equinox unveils plans to open ultra-luxury wellness resort in Neom

Equinox Resort Treyam, Saudi Arabia

Saudi Arabia – Equinox Hotels has announced plans to open Equinox Resort Treyam in Magna, Neom’s luxury coastal destination in Saudi Arabia. The new resort will bring Equinox’s signature high-performance hospitality to the Gulf of Aqaba, an area previously under-developed in the Middle East.

Christopher Norton, CEO of Equinox Hotels, stated: ‘As a region, Neom embodies the future of luxury hospitality, and Equinox Hotels is thrilled to create an unparalleled resort experience within this visionary destination.’ Norton highlighted the role of the resort, situated between The Line and the Gulf of Aqaba, in showcasing innovation, sustainability and transformative luxury.

A stand-out feature of the resort will be a 1,500-feet bridge-like structure connecting its northern and southern shores, with a rooftop pool stretching along its length. The resort will offer rooms, suites, diverse dining options, the signature Equinox Fitness Club and an advanced wellness spa focused on promoting Longevity Lifestyles.

In our Luxury Travel’s New Arabian Era report, we discussed how Saudi Arabia is at the forefront of new tourism destinations, redefining the luxury hospitality sector entirely and taking it to new heights.

Strategic opportunity

Create health and wellness-focused travel packages and experiences. Consider partnerships with wellness brands to offer bespoke wellness programmes that cater for the increasing demand for health-conscious holidays

Vocational education enjoys resurgence in China

China – As the national college entrance exams known as gaokao conclude, Chinese students and parents face a critical decision regarding future educational and career paths.

Chinese universities are generally categorised into two types: those focused on general education and those dedicated to vocational training. The latter is often seen as inferior – offered to students who do not meet the criteria for bachelor’s degrees.

Yet, with evolving societal needs and economic transformations, the adequacy of this traditional model is coming into question. The competitive job market is changing. A bachelor’s degree no longer guarantees an ideal job, while specialist skills gained through vocational education are becoming more valued.

The 2024 Blue-collar Talent Development Report from recruitment platform Zhaopin reveals a significant rise in demand for blue-collar jobs, with opportunities in this sector growing 3.8 times over the past five years. Health and beauty, driving and logistics roles show the highest salary levels and growth rates. Skilled workers, in particular, have seen a 49.2% salary increase during this period.

In Emerging Youth: China, we highlighted how graduates are feeling disillusioned and anxious, while 62% of China’s Gen Z are concerned about job security and 56% worry about prospects for a better lifestyle, according to a survey by Oliver Wyman.

Photography by Zikiz, China

Strategic opportunity

Help remove the stigma surrounding vocational education by highlighting anti-prejudice and anti-discriminatory frameworks from the start in your recruiting and HR communications

Stat: The majority of men in the US now use facial skincare products

Routinely, The Netherlands

US – New research from Mintel has revealed that more than half (52%) of men in the US use facial skincare products, a 68% rise from 2022. This increase is prominent among Gen Z men (aged 18–27), 68% of whom have facial skincare routines in 2024, compared to 42% in 2022.

Men are investing in premium and ‘clean’ skincare too; 42% of men aged 18–34 prefer high-end facial moisturisers to mass-market brands, and 33% of Gen Z men who use facial skincare have upgraded to more premium products at home.

Meanwhile, nearly half (46%) of men aged 18–34 prioritise clean ingredients in their purchasing decisions and 60% have stopped using a product due to ingredient safety concerns, underlining the importance of safe, non-toxic formulations in building consumer trust and loyalty.

The prioritisation of clean ingredients that protect the skin’s microbiome reflects a wider consumer trend in the beauty industry, something we explored in The Clean Beauty Evolution on LS:N Global.

Strategic opportunity

Appeal to the skin-tellectual male beauty consumer by providing accessible and transparent breakdowns of ingredients and sourcing and manufacturing processes on your website