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8 November 2019

Author: The Future Laboratory

Image: Gentle Monster and Fendi

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This week: Next generation drinks, Facebook's new branding, fashion hacks Google Maps, small-batch beauty and kinetic music streaming.

You Brew You by Health-Ade Kombucha

1. A kombucha campaign that celebrates self-expression

Los Angeles – Health-Ade Kombucha’s latest campaign targets a new generation of health-conscious drinkers.

The campaign, You Brew You, introduces the brand’s new flavour and packaging concepts, as well celebrating the popularisation of kombucha. Diverging from traditional drinks advertising, it features a series of young models in bright clothing with colourful, neon-lit backdrops.

While kombucha brands tend to communicate in a way that focuses on health, wellness and fitness activities such as yoga, Health-Ade Kombucha is on a mission to change the image of the beverage and target a new generation of digitally-native consumers.

As the younger generation look to the future and consider how drinking impacts their health, they are turning towards soft drinks with additional health benefits. For more, explore the insight section of our macrotrend Anxiety Rebellion.

Facebook branding

2. Facebook introduces new company branding

Global – The social media company has designed new branding to distinguish the Facebook company from the Facebook app.

The company branding intends to represent the diversity of Facebook’s suite of products and services, which include Instagram, WhatsApp and Messenger. To create a visual distinction between the company and app, the branding uses custom typography and capitalisation. Over the coming weeks, it will be rolled out across Facebook products and marketing materials, as well as a new company website.

A recent survey from Pew Research Center found that just 29% of US respondents know that Facebook owns Instagram and WhatsApp. In response, the company began including ‘from Facebook’ within all of its apps in June. Now, the brand change is a way to further communicate its ownership structure to those who use its services, says Facebook.

As such, Facebook is recognising the need for greater transparency in the technology sector – something we explore in our Morality Recoded macrotrend.

City Centre malls AW19 fashion collection on Google Maps Street View, MullenLowe Mena, Dubai

3. City Centre malls hacks Google Maps for a streetwear show

Dubai – To showcase its AW19 fashion collection, City Centre malls executed a digital campaign using Google Maps.

The brand worked with agency MullenLowe Mena to ‘hack’ Google Maps’ Street View feature with images of a catwalk and models wearing the new collection in Deira, a well-known neighbourhood in Dubai. Portraying the collection in a novel way, the digitised catwalk was shot by a licensed Google 360 photographer and is exclusively viewable on Google Street View.

The activation, which is part of City Centre’s ‘Stay True’ AW19 campaign, promotes ‘real fashion for real people’ by featuring customers scouted from the surrounding area and looks from City Centre mall tenants including Desigual, Levi’s and H&M.

‘We’re excited to be driving the industry forward by innovatively merging fashion and tech while celebrating streetwear,’ says Rima Chammas, Majid Al Futtaim’s senior marketing director. The digital campaign follows in the footsteps of brands such as Rag & Bone and Fred Perry, who have similarly translated clothes into the digital realm.

4. Eponyma's skincare products are completely unique

France – The brand creates highly customisable skincare that adapts to customers’ lifestyles.

Eponyma, a new beauty brand created by bespoke manufacturing company Procoluide, uses artificial intelligence to develop over 15,000 possible combinations. Customers are required to create a profile that determines the extrinsic and intrinsic factors that have an impact on their skin, such as their profession, where they live, and their diet.

Consumers can also select the texture, colour and packaging; the final product even features their name. Then, the order is manufactured immediately and shipped within 48 hours. Since every formula is created as one unique batch, the system is automatically cleaned and sterilised to avoid cross-contamination.

As explored in our macrotrend Algorithmic Beauty, technology is not only shaping a new beauty ideal – it’s being harnessed to shape entirely new beauty products.

Eponyma
Canvas Records, Spotify

5. Exit Here wants to brighten the funeral business

London – This next-generation funeral parlour is using contemporary design to break taboos surrounding death.

Created by restauranteur Oliver Peyton and situated in affluent west London, Exit Here is a contemporary funeral parlour that offers planning and hospitality services alongside design-led caskets and urns. Designed by Transit Studio, the interiors of the space diverge from traditionally staid funeral parlours, instead infusing the business of death with pastel colours and contemporary furnishings to replicate a more modern, domestic environment.

With the aim of shattering outmoded attitudes towards death, Exit Here wants to refocus the funeral industry towards the importance of celebrating life. ‘We hope that our work can help break down taboos around talking about death, so that ultimately people can really choose how they would like to be remembered and celebrated,’ says Ben Masterton-Smith, director of Transit Studios.

As we move into a new decade – and with humans living longer than ever – people are beginning to think differently about their life and embracing mortality. For more on how this might look by 2030, read our Far Futures Scenario.

 

To future-proof your world, visit The Future Laboratory's forecasting platform LS:N Global for daily news, opinions, trends, sector specific insights, and strategic toolkits.

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