LSN : News : Unconditional commits to better beauty marketing

Unconditional commits to better beauty marketing

Skin Peace Pledge by Unconditional Skincare Co

New Zealand – Probiotic skincare brand Unconditional Skincare Co is challenging the beauty sector’s focus on 'flaws' and 'concerns' in skincare messaging in a bid to combat low self-esteem among consumers.

Through its Skin Peace Pledge, Unconditional Skincare Co is committing to avoid language that suggests the appearance of someone's skin is an issue – rejecting communications that frame acne, redness and wrinkles as things that need fixing. It follows the brand undertaking a consumer survey in which one in three women respondents said beauty messaging affects their self-esteem.

In turn, the pledge highlights how many other brands’ marketing presents unattainable beauty standards. Looking ahead, Unconditional Skincare Co will use its commitment and guidance from psychologists and consumers to inform future communications, beginning with statements such as ‘your skin is enough’. ‘We're challenging the category and encouraging women to tell us about the unrealistic beauty language that disturbs them most,’ says Emma Dalton, general manager at YoungShand, the agency working on the project.

With inclusivity front of mind, brands are recognising that an anti-aspirational approach to beauty marketing can help them break free from the idealised versions of beauty called out by this campaign.

This interactive beer is designed for networking

Beer Buddy by Michael Young

Shanghai – While beers have long been central to networking in the creative sector, new brand Beer Buddy is turning to technology to create an interactive drink that instantly connects attendees at events.

The brainchild of designer Michael Young, Beer Buddy’s range of drinks feature QR codes for people to scan and digitally connect with one another while networking. Created in partnership with Dezeen, and initially targeting the Asian design scene, the idea leads creatives to a website where they can look up others attending the same event.

‘Beer Buddy is uniquely designed to connect passionate creatives at events, trade shows and gatherings around Asia,’ explains Michael Young’s studio. The range of beers also maintains a creative spirit through the packaging’s colourful patterned artwork and names that celebrate music genres.

While we identified the rise of Virtual Happy Hours amid global lockdown periods, there is an ongoing opportunity for drinks brands to use digital tools to facilitate the return of in-person experiences.

Burger King ditches meat for plant-based restaurant

Burger King plant-based restaurant, Germany

Germany – With growing consumer desire for plant-based dining options, US chain Burger King is hinting at a possible future direction for fast food with its first meat-free restaurant.

The trial venue in Cologne, Germany, is open for a limited time in June to mark a collaboration between Burger King and FMCG brand The Vegetarian Butcher. The restaurant’s fully plant-based menu includes soy-based nuggets, vegan Rebel Whopper burgers and vegan dips and sauces.

Creating a pop-up in a nation known for its plant-based eating could see this dedicated meat-free restaurant attract a range of consumers and future customers, including curious meat-eaters and flexitarian dieters after a fast food fix. Burger King’s dedication of an entire menu and branch to its plant-based offering makes a statement in the sector, as competitor brands have so far only experimented with meat-free products.

As the environmental mindsets common to Low-impact Eaters become more widespread, restaurants and food brands are innovating to attract these new consumer groups through new experiences and destinations.

Stat: Britons show distaste for junk food advertising

0% Food by XK Studio

After a year in which health has been thrust into the spotlight, many British consumers are showing support for the removal of junk food adverts, both online and on tv.

According to a 1,200-person survey by YouGov, commissioned by publication The Grocer, most British adults (57%) support government plans for a total ban on online advertising of food and drinks high in saturated fats, salt and sugar (HFSS). A similar level of support was shown for the introduction of a new watershed, which would ban tv advertising of unhealthy food before 9:00pm.

The research also found that consumers in working class socio-economic groups were more likely to express indifference or disagreement with the proposed bans, with fewer than half (48%) of those in the C2DE demographic supporting the proposals, compared with 63% of those in the ABC1 category.

If these advertising changes are granted, food and drink brands will be forced to rethink their approach to targeting consumers, which could lead to fresh innovation in how products are positioned – or even future R&D that can navigate such changes. For inspiration, consider the initiatives explored in Healthy Kids Campaigns.