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sector - health & wellness
sector - youth

This week: Art meets fragrance, Marks & Spencer’s virtual influencer, Craig David partners with Trainline, playfulness over performance, and a mood-led e-shop

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11 November 2022

Author: The Future Laboratory

Image: The Feel Good Marketplace by Woo, UK

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Lalique and James Turrell, France and US

1. Lalique unveils perfume collaboration with artist James Turrell

US – Historic French crystal-maker and perfumer Lalique has collaborated with American artist James Turrell, known for his work with light and space, on two exclusive fragrances.

Introduced at Paris+ par Art Basel, the two new scents and bottle designs are the result of over four years of close collaboration between the two ‘artists of light’, and are only available in a limited edition of 100 pieces in a nod to Lalique’s 100-year anniversary. Range Rider and Purple Sage are inspired by the American West and Zane Grey’s novel Riders of the Purple Sage.

Both scents are encapsulated in show-stopping artisan-made crystal flaçons, combining artistic and olfactory sensibilities, which playfully diffuse and diffract light thanks to their architectural prism shapes.

At the intersection of luxury and art, this collaboration blurs the lines between product and collectible artwork, and is sure to appeal to premium homeware connoisseurs and luxury fragrance enthusiasts alike.

At LS:N Global, we are tracking concepts reframing the future of fragrance, innovating both formulas and packaging designs.

Mira by Marks & Spencer, UK

2. A virtual influencer becomes Marks & Spencer’s newest ambassador

UK – British high street behemoth Marks & Spencer has announced a new addition to its M&S Insiders influencer programme in the shape of a virtual persona – the first digital character representing a high street retailer.

Named Mira – which stands for Marks & Spencer, Influencer, Reality, Augmented – the avatar has been developed in collaboration with tech agency Happy Finish. The content posted by Mira, including fashion tips, style inspiration and the brand’s latest collections, will be created by M&S’s in-house team.

The move is part of the retailer’s ongoing experiments with emerging technologies, designed to connect with younger audiences and diversify their community.

Anna Braithwaite, the director of marketing for clothing and home, adds, ‘We are excited to welcome Mira – UK retail’s first virtual influencer – to our M&S Insiders family. A virtual influencer means we can be more fleet of foot in responding to trends and conversations and it opens possibilities in both the physical and virtual worlds in the future.’

Virtual personas entering the high street retail sphere signals the growing avatar influence, propelling the concept from niche and digital-first players to a much larger and diverse mainstream audience.

Better Days (I Came by Train) by Trainline and Craig David, UK

3. Craig David partners with Trainline for new music video

UK – Comparison website Trainline has released a music video with singer Craig David and creative studio Mother, raising awareness of the environmental benefits of rail travel. The new song, Better Days, is part of Trainline's I Came by Train campaign, which aims to educate travellers on the polluting impact of various modes of transport such as planes and cars.

According to the UK Department of Transport, planes create 58% of the UK's CO2 emissions, compared with the entire train network's contribution of an estimated 1.5%. The video is an approachable way to help consumers reduce their carbon footprint. ‘In a nutshell, we want to move the debate on from ‘flight shame’ to a more positive ‘train brag’,’ explains Omar El-Gammal, strategy director at Mother.

With current conversations about climate change tending towards pessimism, the partnership with entertainer Craig David takes a positive approach to raising awareness. Explore more fresh approaches to rail travel in Rail Travel Re-ignited.

4. Juvee’s energy drinks promote playfulness over performance

US – Newly launched Juvee is shaking up the energy drinks sector. Created by Matthew ‘Nadeshot’ Haag – former e-sports champion and founder of 100 Thieves – the brand elicits playfulness in everyday life, thanks to the elevated mindsets and steady energy levels supported by the drink. Short for 'rejuvenation', Juvee’s functional formulation is designed to boost energy, sharpen focus and promote overall wellbeing.

Branding agency Zero created visuals and digital experiences to mirror the inclusive and youthful spirit of the brand. Each element was designed to convey Juvee’s lively personality, from the use of vibrant colours and patterns to bubbly animations that reflect the effervescence of the drink.

'Juvee champions the playful spirit that lives inside everyone. We’re not out here hating on hustle culture, but we also know that how you feel is just as important as what you do,’ explains Carli Nicholas, Juvee’s director of marketing.

In a market dominated by performance-focused drinks, Juvee’s refreshing approach will resonate with the sober-curious, matcha-over-coffee Gen Z tribes, who want alternative energy drinks matching their preferences.

Juvee, US
The Feel Good Marketplace by Woo, UK

5. A mood-led e-shop by wellness platform Woo

UK – Gen Z-focused online wellness hub Woo has unveiled its own marketplace of feel-good products, Planet Woo, offering a range of cross-category wellbeing items optimised for emotional discovery.

Unlike a typical online store, the mood-led platform offers wellness products across homeware, tech, beauty, fashion and lifestyle, alongside live therapeutic experiences like sound healing or breath work.

Mirroring Woo’s visual identity, the e-shop is colourful and visually stimulating, and gives online shopping a Gen Z spin. Alongside standard shopping filters, shoppers can browse categories curated based on moods, like ‘main character’, ‘horny’, ‘reset’ or ‘trippy’. ‘The mix of product – from dildos to skincare to sneakers and psychedelics – is a mix of categories unique to Woo. ‘With the marketplace model mixed with our editorial content, we have the opportunity to re-invent categories for our Gen Z audience,’ explains Robyn Chalet, head of the Woo Marketplace.

Youth’s radical vision of wellbeing is making waves. New user interfaces are emerging, from Planet Woo’s shopping to next-gen mental health hubs – a topic we’ll cover on LS:N Global in our upcoming Gen Z Digital Wellness Market.

 


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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