22 : 03 : 19 : Weekly Debrief

male beauty
type - need to know
Need To Know
sector - beauty
category - gender
sector - health & wellness

This week: Cosmoprof 2019 spotlights the body, a direct-to-consumer shopping district, AR-based education, Nike's virtual store and Noon rebrands LGBT+ masculinity

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22 March 2019

Author: The Future Laboratory

Image: ST4 The Project by Sadk Kaffel and Yassin Bouzid, Tunisia


LOVBOD, South Korea, photography by Alessandro Furchino Apria

1. Bodycare brand LOVBOD creates masks for your behind

While masks are not new in beauty, they are typically designed for the face or hair. South Korean bodycare brand LOVBOD, however, is demonstrating the versatility of a mask by launching products for the bottom, hands and neck.

Each of its products offer a specific outcome, with the BumBum Mask promoting skin contouring and enhanced buttock definition, the Melting Mask for Hand offers brightening and moisturising, and the Melting Mask for Neck promises to reduce lines and wrinkles. The brand’s motto, Love Your Body, Love Yourself, taps into the emerging zeitgeist among South Korean youth who are fighting back against the oppressive beauty ideals perpetuated by cosmetic surgery.

As explored in Rethinking Bodycare, brands are increasingly highlighting the benefits of a body-centric approach to skincare. The emphasis, however, is moving away from traditional focal points like the arms and legs to different areas of the body.

Hudson Yards, New York

2. New Yorks' newest shopping district spotlights digital-first brands

New York City – Hudson Yards, the new commercial and residential development on the city's West Side, includes a one-million-square-foot retail centre with an entire floor devoted to digital-first brands.

Combining culture, commerce and cuisine, the development brings together a range of cross-category shopping experiences, including the first brick-and-mortar stores for several direct-to-consumer (DTC) brands. The mall’s second floor, for example, spotlights DTC companies such as online beverage brand Dirty Lemon and men’s fitness apparel label Rhone.

As the relationship between e-commerce and brick-and-mortar retail evolves, new multi-brand retail formats are emerging and bridging the gap between digital first products and physical spaces.

Herstory, US

3. Herstory uses AR to address gender imbalance

US – The educational app, debuted at SXSW 2019, uses augmented reality (AR) to spotlight women that have made history.

With many American history textbooks focused on the influence of men, Herstory aims to redress the balance by celebrating the female figures often omitted from the educational syllabus. Now, schoolchildren that have downloaded the app can scan the pages of A History of the US, Book 5: Liberty for All? 1820-1860, with the app superimposing the stories of one of 75 featured female figures from that same period.

‘Technology and education are becoming more and more symbiotic, and augmented reality is the perfect tool to bring to life the missing stories of women’s role in history,’ says the app’s creator Margaret Johnson, partner and chief creative officer at Goodby Silverstein & Partners.

Though Herstory is currently limited to one textbook, in future, AR could be used in a similar manner to bolster education programmes and encourage study with a layer of technology – especially with the rise of Young Bibliophiles.

4. Loyalty becomes currency at Nike's virtual pop-up

Global – The sportswear brand has launched a virtual store where shoppers can only access limited-edition items with credits earned from previous purchases.

Accompanying the launch of the Air Max 720, the online store is open to all, however items only become available to buy once shoppers enter the order number from a previous Nike purchase. This is generated into Air Credits, which are deposited into a virtual wallet. Following on from Nike's recent SNKRS pop-up, the brand is continuing to create engaging experiences that leverage and reward customer loyalty.

Hosted on a Netstalgic microsite, all merchandise in the store – including water bottles, socks and stickers – has been developed with the brand’s network of collaborators. Meanwhile, avatar versions of London-based designer Mini Swoosh, England footballer Raheem Sterling and DJ Peggy Gou are on-hand to assist customers in the shopping journey, rotating on a weekly basis.

In our Digital Store Fronts microtrend, we explore how the future of online shopping is being shaped by visual-first digital experiences.

Nike Air Virtual Store
Noon by Monq and Carme, Brazil

5. Noon is a new lubricant brand for the gay market

São Paulo – Creative agency Carme has created a brand identity that distances itself from design associated with the gay market.

Noon is a new sexual lubricant brand aimed specifically at the gay market. Working with consultancy Monq to create a brand positioning strategy, visual identity and packaging development, Noon addresses the lack of originality in product design targeted at gay men.

Rather than relying on feminine branding or stereotypical visual cues such as rainbows, Carme wanted to adopt a more sophisticated approach, using striking black and white graphics. On first glance, the packaging is reminiscent of contemporary skincare products as opposed to sexual lubricants.

While many sexual wellness products on the market are targeted at women, Noon is showcasing how brands in this category have the potential to rebrand masculinity.

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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