20 March 2020
Author: The Future Laboratory
US – Guide Beauty is an adaptive make-up brand designed for people with Parkinson’s disease.
The brand has launched with four products: an eyebrow gel, mascara, potted gel eyeliner and an eyeliner tool, all developed with ergonomic experts to ensure easy application. To make the products easier to use for differently-abled consumers, grip-applicators act as a finger rest to provide a steadier and more controlled application.
Guide Beauty also offers an online tutorial library, making it easier for buyers to achieve make-up looks. The brand was founded by make-up artist, Terri Bryant, after being diagnosed with Parkinson’s disease. ‘It wasn’t just my livelihood, but it was my creative outlet and the way that I’ve connected with women and men over the years, I didn’t want to let it go,' she tells Allure.
Differently-abled consumers have been long overlooked by the beauty industry. However, new brands like Guide are encouraging the sector to adapt to consumers' diverse needs. For more, read Adaptive Beauty.
US – Bakery chain Panera is launching a hot drinks subscription delivering unlimited refills to customers.
Offered at £7.46 ($8.99, €8.19) per month, the MyPanera+Coffee service allows customers to enjoy all-day-long take away beverages, including iced coffees and teas, as well as larger pours. The deal was created with the aim of increasing customer loyalty, and will also allow customers to use their own reusable cups.
Utilising QR codes during ordering, Panera’s subscription services is the first of its kind in the fast-food industry. It represents a new model for coffee chains to boost visits, as well as add-on spend. Sara Burnett, vice-president of wellness and food policy at Panera, explains: ‘It’s about providing true value to the guest that really actually matters to them. Especially things that are part of your daily ritual, like coffee.’
With loyalty an ongoing challenge for brands, more are utilising mobile platforms and data to elevate the customer experience, something we explore further in the Loyalty Market.
France – Dyson has launched a hair straightener designed to minimise heat damage while offering superior styling.
Thanks to flexing plate technology, the Dyson Corrale is able to apply even heat and tension to hair strands, shaping and styling with half the damage of traditional straighteners. The styling tool was developed after extensive research into the mechanics of heat styling and hair health, bringing together the expertise of hair scientists, engineers and professionals.
Featuring Dyson’s Intelligent Heat Control for precise temperatures, the flexing plates mould to the hair and reduce the reliance on heat to create a smooth and straight effect. ‘Since we first started developing the Dyson Supersonic hairdryer, we have continued to explore the science of style, seeking to understand what makes hair smooth, shiny and glossy, and what makes it dull, damaged and lifeless,’ says James Dyson, founder and chief engineer at Dyson.
As the long-term damage caused by excessive heat styling is more widely understood, the Dyson Corrale joins a new generation of haircare tools working to rejuvenate hair quality and health.
Global – Adidas, Jacquard by Google and EA Sports have debuted an innovative insole that enables football players to impact their virtual gaming performance through real-world play.
The Adidas GMR concept amalgamates advanced Google's machine-learning algorithms with a smart shoe insole that detects physical movement. As footballers move, their on-pitch technique – including kicks, shot power, distance and speed – is recognised and documented by EA Sports' FIFA Mobile gaming platform.
FIFA Mobile allows players to complete challenges and milestones through their performance, encouraging them to unlock in-game rewards and rank in global leaderboards. In this way, Adidas GMR encourages users to play more football in real life in order to boost their fitness while enhancing their digital gaming experience. ‘Adidas GMR lives at the intersection of gaming and the material world because that’s where the audience is,' says Moritz Kloetzner senior manager of projects at Adidas Football.
With physical sports increasingly blurring with digital or gamified experiences, both brands and sporting bodies are providing Football Innovations for fans, from wearables to virtual experiences.
US – Tomen takes a flavour-forward approach to its botanical tinctures, which are blended to have tasting notes similar to wine.
Informed by traditional Chinese medicine, the range brings together adaptogenic ingredients such as rosemary, white sage, elderberry and reishi mushrooms to create concentrates with functional benefits. The five liquid formulas each target specific areas of health: Immunity, Detox, Focus, Digest and Calm.
The formulas also take inspiration from the complex flavours of fine wines and are made to be mixed with sparkling water. Anne Owen, founder of Tomen, says: ‘I brought on a female sommelier, and we worked on the tasting notes because this is something kind of new for people, and I wanted to guide them through what they should expect.’
With its focus on taste as well as function, Tomen has taken the opportunity to create products to be enjoyed more holistically. In a similar vein, our Alco-health microtrend explores how the worlds of alcohol and apothecaries are coming together.