News 15.03.2022

Need to Know

Soho House collaborates with members for innovation, a pocket device makes medical analysis even easier and Baby Boomers are standing with Ukraine.

Soho House taps into its members to develop beauty products

Soho Skin, UK
Soho Skin, UK
Soho Skin, UK

London – Building on its spas and Cowshed products, global hospitality and lifestyle brand Soho House has created a skincare line that harnesses its most valuable resource – its members.

The new range, Soho Skin, was developed by professionals who were guided by the advice, suggestions and needs of Soho House members. The debut collection consists of 11 products, all of which are created locally in the UK and calibrated to the tastes and preferences of its end users. The 24/7 Treatment, for example, combines fermented ingredients and magnesium to brighten and revitalise skin that has been exposed to hectic, travel-heavy lifestyles.

By crowdsourcing opinions for product development, the hospitality company can ensure it is catering for its members’ preferences and evolving habits. The company is also realising that its greatest value comes from the creatives and experts who make up its network, pushing the idea of Feedback Frontiers into new territories.

Strategic opportunity

Companies should draw on the expertise of their consumer bases to develop products that cater directly for their lifestyles and desires

A pocket device for medical skin analysis

Swift Ray 1, Canada Swift Ray 1, Canada
Swift Ray 1, Canada Swift Ray 1, Canada

Canada – Swift Medical has announced the world’s first pocket-sized hyper-spectral imaging device, allowing people to monitor skin and wounds at home.

The Swift Ray 1 device attaches to a smartphone camera and allows seamless collection of clinical data beyond human observation by either a patient or carer in any setting. It can detect deep tissue injuries, infections and inhibited healing with the promise to help the 8.2m patients in North America alone suffering from chronic wounds and beyond (source: Business Wire). Swift Medical also emphasises that the device was designed for excellent results across skin tones, ensuring that its technology can be used by people of all races.

The innovation comes amid a boom in mobile health technology. Our African Mobile Technology Market identified the rise in M-health, or mobile health, across the continent, spotlighting both hardware and software solutions. Swift Medical’s announcement extends this trend to the North American market, drawing attention to the underserved field of wound care.

Strategic opportunity

Medical companies should consider building hardware solutions that interact with the existing Internet of Things for seamless care that doesn’t require a doctor

Tinder targets France’s youth voting problem

France – Following poor voter turnout in recent elections, civil rights organisation A Voté is partnering with Tinder in France to galvanise young people to cast their votes in the 2022 presidential election.

Between February and April 2022, Tinder users aged 18 to 25 will encounter Swipe Cards on the app that explain how to vote in April’s elections. The initiative aims to raise awareness about how to re-register to vote after moving addresses, which is one of the primary reasons for voter abstention among this age group.

With more than 7m of the country's residents still not registered to vote, the bulk of whom are members of Generation Z, the campaign aims to prevent the outcome of the 2021 regional elections, which had a record low turnout and an abstention rate of between 66% and 68%.

Although similar voting social media campaigns were prominent during the US elections, Tinder demonstrates how European countries stand to gain from a more targeted approach. By empowering the French youth market, the company is fostering the next generation of politically savvy citizens.

Tinder U by Wieden+Kennedy New York, US

Strategic opportunity

Companies can help keep the electoral process alive by rewarding young customers that engage with elections. Consider offering discount codes to those who vote

Stat: Older Britons are boycotting brands with Russian ties

Photography by CottonBro, Global Photography by CottonBro, Global

UK – As consumers and businesses react to the Russian invasion of Ukraine, older consumers are the most likely to avoid brands that continue to operate in Russia, according to research from YouGov cited by WARC. Almost two-thirds (65%) of those aged 5464 say they are less likely to buy from brands that do not take a stance, compared with just 33% of those aged 1824.

While 68% of respondents agree its important for brands to take a stand on the Russian invasion, older consumers are more consistent when it comes to acting on this. Surpassing the 5464 age group even further, 67% of those aged 65+ let a brand’s Russia stance guide their purchasing choice.

Older consumers’ position on the Russian invasion shows how our Civic Brands macrotrend proliferates beyond values-driven Millennial and Gen Z consumers. Five years after we unveiled the trend, this research demonstrates how a purpose-driven approach to commerce and consumption dominates across age groups. While younger consumers are known to prioritise social justice and sustainability when they shop, it is clear that every age group has social or political concerns that feature meaningfully in their purchasing decisions.

Strategic opportunity

Brands must look beyond the needs of younger consumers when courting social movements. With major purchasing power, older generations have the drive and financial means to effect change through commerce

Previous News Articles
The Trend: Skintellectual Bodycare

News

The Trend: Skintellectual Bodycare

Bodycare is getting an upgrade, driven by consumer demand for science-backed, active and ingredient-led products and treatments that contribute to ...
Beauty : Skincare : Longevity
The Big Idea: India’s Beauty Playground

News

The Big Idea: India’s Beauty Playground

To tap into India’s booming beauty market, global and local brands are using skincare-infused make-up, men’s grooming innovations and localised mar...
Beauty : Retail : Indian Beauty Market
The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

News

The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

Colgate is challenging beauty standards and celebrating smile diversity with its latest campaign, My Smile is My Superpower.
Beauty : Diversity : Health And Wellness
The Viewpoint: Embracing True-Age Beauty in China

News

The Viewpoint: Embracing True-Age Beauty in China

Sue Kyung Lee, global CEO of beauty brand SK-II, tells LS:N Global why its recent ad campaign in China sparked passionate discussions about how wom...
Beauty : China : Ageing
The Space: Liberty's Fragrance Lounge

News

The Space: Liberty's Fragrance Lounge

On 15 March 2024, luxury department store Liberty opened The Fragrance Lounge, its new innovative space redefining how scents are discovered a...
Beauty : Retail : Fragrance
Download the Future Forecast 2025 report

News

Download the Future Forecast 2025 report

Now that you know what shaped 2024, discover what’s on the horizon. Download our Future Forecast 2025 report comprising 50 new trends across 10 key...
Future Forecast
The Trend: AI Edu-play-tion

News

The Trend: AI Edu-play-tion

In our AI Edu-play-tion microtrend report, we talk to the innovators using generative artificial intelligence to re-imagine screen-free educational...
Technology : AI Education : Gen Alpha
The Big Idea: Five brands shaping the future of voice-activated AI wearables

News

The Big Idea: Five brands shaping the future of voice-activated AI wearables

A significant shift towards touchless devices is playing out in the technology industry, driven by increased commercialisation and accessibility of...
Technology : Voice-Activated AI : Wearable Tech Innovations
The Campaign: Camdom is the world’s first digital condom for safer intimacy

News

The Campaign: Camdom is the world’s first digital condom for safer intimacy

This Sexual Health Awareness Month (September 2024), condom brand Billy Boy and creative agency Innocean Berlin unveiled Camdom, an app that acts a...
Technology : Camdom App : Digital Condom
The Viewpoint: How to master AI

News

The Viewpoint: How to master AI

AI was on everyone’s lips in 2023 as the curiosity about large language models – from individuals and businesses – grew significantly.
Technology : AI Adoption : Mastering AI
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN