31 : 08 : 18 : Weekly Debrief

type - need to know
Need To Know
sector - beauty
category - sustainability
sector - retail

This week: Zalando opens its first store, PU:REST beer is made from sewage water, Kiehl's mocks viral beauty crazesKlasha transforms online fashion in Africa, Little B reimagines the convenience store.

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31 August 2018

Author: The Future Laboratory

Image: Kohl Kares by Kohl Kreatives, Global


Zalando Beauty Store, Berlin

1. Zalando opens a physical beauty store

Berlin – Following the launch of its beauty vertical earlier this year, online fashion giant Zalando has opened its first physical store in Berlin dedicated to beauty brands.

Designed by the German studio Batek Architekten, the space will double up as both a store and a ‘lab’ for interactive experiences such as product launches, tutorials and pop-up events.

Stocking cosmetics, hair and skincare products, fragrances, and tools, the store design is entirely customisable, made up of modular, stainless steel cubes and shelves that can be adjusted according to the purpose of the space and needs of its users.

‘The lab environment will put the beauty-savvy customer first, offering a tangible product experience through a curated beauty assortment,’ explains Claudia Reth, vice-president of category specialties at Zalando. ‘We can test digital use cases in an offline setting and get to know the beauty customer even better.’

For more on why online retailers are expanding into physical spaces, see our Storefront Salvation macrotrend.


PU:REST by New Carnegie Brewery, Sweden

2. A beer made from waste water

Sweden – New Carnegie Brewery (Nya Carnegiebryggeriet) has collaborated with IVL Swedish Environmental Instituteand Carlsberg Swedento create PU:REST, the first beer brewed with recycled sewage water.

The lager is made with organic pilsner malt, organic Spalter hops, Brooklyn House lager yeast and recycled water from Hammarby Sjöstadsverk, a facility that conducts wastewater treatments.

To meet Swedish safety standards, the water is filtered multiple times using a combination of powerful microbiological treatments, chemical removal, and an activated carbon filter that removes any pharmaceutical residues. As a final precaution, the water is exposed to a bacteria-killing ultraviolet light.

By using purified wastewater in its beer, New Carnegie Brewery hopes to change consumer attitudes towards the use of waste in consumer products. To discover how other breweries are using innovation to stand out in a crowded market, see our latest reporton the state of craft beer.

Youth Dose Eye Treatment, Aggressive Studio for Kiehl's

3. Kiehl's takes a Netstalgic approach to beauty

New York – The skincare brand has released an ad that parodies the internet’s obsession with beauty regimes.

The brand hired production studio Aggressive to create a video campaign for its Youth Dose Eye Treatment. The spot borrows visual cues from the internet, referencing both modern formats – such as iPhone messages and Snapchat Stories – and Netstalgic web design – such as the PC windows and emails of the 1990s.

The narrative of the campaign plays on the humour of viral internet beauty crazes, such as jade rollers, milk and honey masks and tea bags, which all make claims to keeping skin looking youthful. At the end of the video, Kiehl’s positions its eye treatment as a more simple alternative to these beauty fads.

For more, read our macrotrend Algorithmic Beauty in which we explore how viral crazes created on social media have affected our beauty regimes.

4. Klasha brings fast fashion to West Africa

Africa – Fashion e-commerce platform Klasha aims to deliver fast fashion to underserved consumers in West Africa.

Owing to a lack of online fashion retailers operating in the region, women in countries such as Ghana and Nigeria often wait up to four weeks to receive online purchases from international platforms. In recognition of the potential for an African fast fashion e-commerce platform, founder and CEO Jessica Anuna recently launched Klasha, offering women’s ready-to-wear fashion and a selection of beauty products all priced under £38.70 ($50, €42.69).

With warehouses in Nigeria and the UK, Klasha can deliver within one to five working days in markets including Nigeria, Ghana, Senegal and the Ivory Coast. It will also focus on delivering to customers in rural areas, ensuring those in small towns are equally catered for.

‘Young people inemerging markets should have the same access to the e-commerce infrastructure offered in other developed markets,’ says Anuna. ‘I started Klasha to connect young Millennial consumers in emerging marketsto the global e-commerce economy and to give them access to high-quality fashion at affordable prices, with fast delivery and excellent customer service.’

Klasha, Nigeria
Little B Concept Store, Shanghai, photography by Shen Zhonghai

5. Little B brings premium design to the convenience store

Shanghai – The corner shop, opened by lifestyle brand Little Beast, offers light food and drink, personal care items and basic home accessories. 

In a far cry from the typical convenience store, Little B employed interior designer Neri & Huto introduce sci-fi-inspired design cues such as stainless steel, grey concrete and neon lights. Taking inspiration from the aesthetic of pop-up shops, which tend to experiment with more playful fittings due their ephemeral nature, Little B is applying the same spontaneity to a permanent space.

Rather than selling basic necessities, the products for sale have been sourced from high-end local and international brands, which, according to Little Beast, have been curated to suit the ‘culturally astute and increasingly discerning taste of Chinese consumers’.

Convenience stores are undergoing a modern makeover and moving away from unhealthy snacks in favour of premium produce. Little B is adding a new layer to Convenience Stores 2.0through interior design, championing Inspiration Per Square Foot.

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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