05 : 07 : 19 : Weekly Debrief

need to know
category - entertainment
sector - food & drink
type - need to know
Need To Know
sector - luxury

This week: Skincare for the great outdoors, Repeller's digital store, pubic hair on public display, on-the-go salad snacks and out-smarting smart devices.

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5 July 2019

Author: The Future Laboratory

Image: Aecorn Aperitifs



1. Kinfield creates outdoor personal care products

New York – The direct-to-consumer (DTC) brand offers three 'clean' personal care products designed for use during outdoor activities, targeting 5:00am hikers, the rosé-in-the-park enthusiasts, and everyone in between.

Kinfield’s trio of products, which were launched online in June, include an insect spray, aftersun lotion and a universal moisturiser. Each of these is intended to offer a clean, natural alternative to many of the legacy brands in the outdoor segment for personal care – many of which are presented in the home or gardening categories rather than skincare.

‘It began with a camping trip to Yosemite, when I realised I was packing many of the same products I remembered from my childhood in Minnesota. I looked for clean alternatives that I could trust, but I couldn’t find anything I liked. Instead of giving up, I dove in – and Kinfield was born,’ says founder Nichole Powell.

By modernising products for outdoor recreation, Kinfield demonstrates how our microtrend The Elevated Outdoors is filtering into beauty.

Repeller by Man Repeller. Web design by Studio Scissor

2. Man Repeller gamifies its new online shop

New York – The fashion blog has launched Repeller, an e-commerce site powered by gamification.

Customers hoping to buy an item from Repeller’s debut collection of accessories can navigate an interactive digital platform, which asks them to choose what type of shopping experience they want. Those who select Play are guided through a sensorial digital playground with shoppable products, the Shop side of the website is a more traditional e-commerce platform.

For those who wish to play, interactive elements include being asked to enter an adjective and two nouns, as well as read a short essay with words hyperlinked to products. ‘Although it's very non-traditional, we find that the consumer is enjoying the discovery process and is smart enough to figure it out without explicit instruction or experience architecture that traditional UX would implement,’ Dasha Faires, director of product development at Repeller, tells LS:N Global.

While brands are increasingly creating experiential bricks-and-mortar emporiums to elevate their physical retail offer, e-commerce sites like Repeller are replicating this experience with Digital Store Fronts.

Red, White and You Do You by Billie

3. Billie's latest campaign embraces pubic hair

US – Razor brand Billie tackles the summer taboo of unshaven bikini lines.

A year after Billie’s disruptive Project Body Hair campaign, which featured women unapologetically embracing their underarm, leg and even toe hair, the brand is extending its message to include pubic hair. Red, White And You Do You is a 4 July campaign that tackles the notion that women in swimsuits must be hairless.

Directed by Ashley Armitage, who is known for her work reclaiming the female gaze, the new film stars women confidently sporting body hair on the beach, redefining the meaning of ‘beach body ready’. The brand continues to frame shaving as a personal choice for women, ‘whether you prefer to be bushy, bare or anything in between’.

With more brands rebranding the act of shaving – and no longer viewing women as an after-thought – natural pubic hair is no longer left out of the body hair conversation.

4. Roughs turns salads into snacks

UK – Satisfied Snacks has launched a new savoury snack that takes whole salad ingredients and turns them into a light, crispy wafer.

A completely new way of combining ingredients, Roughs is an on-the-go snacking concept that boasts high fibre content and at least one serving of fresh vegetables. The snacks, which are hand-made in the UK, are dried rather than fried or baked, and contain no potato, corn, wheat, rice, oil or added sugar. The range comprises: Beetroot and Goat’s Cheese, Tomato and Feta, Red Pepper and Walnut, Carrot and Kimchi, and Pea and Courgette.

Packaged in infinitely recyclable metal cans, the convenient format caters for time-poor, health-conscious consumers. ‘Driven by the lack of healthy and tasty options I had to choose from, I invented my own snack that combined taste, health and convenience without any compromises,’ explains founder Heather Daniell. For more on how the meaning of convenience is changing in relation to food, read our Convenience Culture Market.

Roughs by Satisfied Snacks, UK
Accessories for the Paranoid by Pia-Marie Stute and Katja Trinkwalder

5. Accessories for the Paranoid tackles data privacy issues

Germany – The speculative Accessories for the Paranoid project is a series of add-on accessories for people who are sceptical about data security.

Designed by Katja Trinkwalder and Pia-Marie Stute, Accessories for the Paranoid explores an alternative approach to surveillance through four ‘parasitic’ objects that are designed to produce fake data. The objects include a webcam that displays fabricated scenes, a device to feed Alexa with fake information, and an algorithm to randomly spread likes, shares and searches on Facebook, YouTube and Google.

While this may seem contradictory, the purpose of the project is to blur our digital profiles and create a fictitious version of our data identities in order to out-smart technology. ‘If attempts to restrict the flow of our personal data would consequentially restrict our access to said services and products as well… do we have no other option but to obey and share?’ ask the designers.

The project expands on some of the themes we explored in Morality Recoded, which questions how creators can navigate moral dilemmas in the technology sector.


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