11 : 06 : 21 : Weekly Debrief

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Need To Know

This week: Vyrao’s functional fragrances, Burger King’s plant-based restaurant, speaking up about public hair, evergreen’ denim and an anti-aspirational approach to marketing.

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11 June 2021

Author: The Future Laboratory

Image: Pudu Pudu by Dr Oetker and design agency Uxus, Los Angeles

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Vyrao Perfumes, UK

1. Vyrao’s functional fragrances emit high vibrations

UK – The fragrance brand is launching a series of unisex scents intended to boost the wearer’s energy through high vibrations.

Described as being ‘a brand built on vibes’, Vyrao derives its name from the Latin verb vireo, with connotations of being lively and vigorous. Its five fragrances include notes of juniper wood, frankincense and Turkish rose oil, with each specially blended to impart a different emotional sensation.

Having worked with energist and healer Louise Mita on the fragrance formulations, Vyrao’s fragrances are positioned as spiritual and restorative, with names such as I Am Verdant and Witchy Woo. ‘The fragrances are designed as playful mood-boosters, a way of integrating positive energy into everyday life,’ says Yasmin Sewell, founder of Vyrao. ‘Scent is emotional, it evokes powerful feelings, vivid memories, it energises the spirit and awakens the mind.’

To discover more about how scent can affect people’s psychological state, join us for our forthcoming Beauty, Health and Wellness forum.

Burger King plant-based restaurant, Germany

2. Burger King ditches meat for plant-based restaurant

Germany – With growing consumer desire for plant-based dining options, US chain Burger King is hinting at a possible future direction for fast food with its first meat-free restaurant.

The trial venue in Cologne, Germany, is open for a limited time in June to mark a collaboration between Burger King and FMCG brand The Vegetarian Butcher. The restaurant’s fully plant-based menu includes soy-based nuggets, vegan Rebel Whopper burgers and vegan dips and sauces.

Creating a pop-up in a nation known for its plant-based eating could see this dedicated meat-free restaurant attract a range of consumers and future customers, including curious meat-eaters and flexitarian dieters after a fast food fix. Burger King’s dedication of an entire menu and branch to its plant-based offering makes a statement in the sector, as competitor brands have so far only experimented with meat-free products.

As the environmental mindsets common to Low-impact Eaters become more widespread, restaurants and food brands are innovating to attract these new consumer groups through new experiences and destinations.

Say Pubic by Gillette Venus

3. Venus wants women to speak up about pubic hair

US – Personal care brand Gillette Venus is inviting women to reject censored language around pubic hair.

The brand’s new collection, Venus for Pubic Hair & Skin, includes an exfoliant, 2-in-1 cleanser and shave gel, a razor and daily serum. The product range and updated language – which intentionally avoids terms such as ‘bikini’ or ‘down there’ – is inspired by research conducted by the brand, which found that 82% of US women use slang terms to refer to their pubic area.

In response, the brand is promoting its collection through a celebratory and light-hearted campaign that includes the hashtag #SayPubic and a song created for social media, The Pube Song. MyAnh Nghiem, communications director at Gillette Venus, says: ‘Our new collection starts a new conversation about using language that accurately and respectfully represents the female body.’

As body positivity booms, shaving has been rebranded, opening the sector to more inclusive approaches to marketing.

4. Diesel goes back to basics with ‘evergreen’ denim

Italy – As part of its latest sustainability efforts, fashion brand Diesel is unveiling a traceable collection of denim basics to promote long-term wear.

The Diesel Library is a new strategy for the brand’s core denim collection. All items in the range will be made using fibres, washes and treatments that have been selected based on efficiency and responsible resource use. In turn, some fabrics feature low-impact materials such as organic or recycled fibres. A range of ‘evergreen’ denim designs will underpin the library, described by Diesel as having ‘a permanent shelf life’.

To promote long-term wear, all products have a QR code printed on their tag, forming a digital passport for owners to view more information about the responsible attributes of their item. Through this project, Diesel is experimenting with sustainable material innovation and ways to drive repeat, long-term wear.

To discover more fashion brands elevating their product labelling to promote transparency and longevity, explore Interactive Eco-labels.

Diesel Library, Italy
Skin Peace Pledge by Unconditional Skincare Co

5. Unconditional commits to better beauty marketing

New Zealand – Probiotic skincare brand Unconditional Skincare Co is challenging the beauty sector’s focus on 'flaws' and 'concerns' in skincare messaging in a bid to combat low self-esteem among consumers.

Through its Skin Peace Pledge, Unconditional Skincare Co is committing to avoid language that suggests the appearance of someone's skin is an issue – rejecting communications that frame acne, redness and wrinkles as things that need fixing. It follows the brand undertaking a consumer survey in which one in three women respondents said beauty messaging affects their self-esteem.

In turn, the pledge highlights how many other brands’ marketing presents unattainable beauty standards. Looking ahead, Unconditional Skincare Co will use its commitment and guidance from psychologists and consumers to inform future communications, beginning with statements such as ‘your skin is enough’. ‘We're challenging the category and encouraging women to tell us about the unrealistic beauty language that disturbs them most,’ says Emma Dalton, general manager at YoungShand, the agency working on the project.

With inclusivity front of mind, brands are recognising that an anti-aspirational approach to beauty marketing can help them break free from the idealised versions of beauty called out by this campaign.





 

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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