LSN : News : Half Magic caters for expressive Gen Z make-up fans

JR and Superblue transform the city into a 3D journal

JR Reality by artist JR and Superblue, Global

San Francisco – French artist JR and experiential arts company Superblue are teaming up to transform the built environment into a monumental journal. Their new platform JR Reality allows people to post interactive recollections and recommendations about the city using augmented reality (AR) technology.

To use the app, members of the public simply aim their phone at any location that strikes their eye, uncovering other people people’s notes, images, and voice messages left digitally at the same spot. To build this collective art project, the two companies enlisted the help of AR leader Niantic, the creator of successful interactive game Pokémon Go.

The project, which is launching in San Francisco, empowers urbanites to build more personal relationships with their surroundings, something which we have previously explored in Equilibrium Cities. ‘Everyone is invited to leave portraits and voice messages attached to special places. It’s time to go outside and explore, and reconnect with one another and show the world your face again,’ explains artist JR.

Strategic opportunity

The privatisation of public space has made many cities feel hostile and unreceptive to everyday life. Consider how augmented reality (AR) can be used to bring the built environment to a more personal scale

Half Magic caters for expressive Gen Z make-up fans

Half Magic Beauty, US

US – Doniella Davy, the make-up artist behind youth drama series Euphoria, has unveiled the first products in a beauty line inspired by the show. Dubbed Half Magic Beauty, the range includes eye paint, double-ended lip liners, highlighters, setting spray and face gems. Each item enables bold and expressive looks in an aesthetic style that Davy calls 'emotional glam make-up'. It also launches with beauty tools, such as a silicone guide for applying winged eyeliner.

Arriving as the first brand in a beauty portfolio from entertainment company A24 – the production company behind Euphoria – Half Magic Beauty reflects the lucrative market for media-inspired make-up. But while the brand arrives as a result of the popularity of Euphoria, Davy explains its longevity will outlast the show’s success. ‘The make-up transcends the show,’ she says. ‘In its own way, it became its own entity.’

By promoting such vibrant and playful make-up looks, Half Magic Beauty shows how The Make-up Movement continues to evolve in line with youth-led values.

Strategic opportunity

Looking ahead, there will be ongoing opportunities for product lines to be created in response to the popularity of entertainment outlets. Why not consider partnering with production companies to design collaborative products and campaigns?

Snapchat and eBay make selling pre-loved clothes easier

Global – Snapchat is seeking to make buying and selling pre-loved clothing easier through a partnership with eBay that makes the relationship between social media and online marketplaces more seamless.

Snapchat users can now share eBay listings with their friends and followers using interactive stickers that redirect visitors to the item on sale. The partnership also allows users to repackage eBay listings as Snapchat stories, enabling people to share their pre-loved items with their friends and community more effortlessly.

According to a blog post by Snap Inc, ‘More than 142m buyers shop on eBay globally to find everything from the latest sneaker drops to rare, vintage handbags, and now, Snapchatters have a seamless way to share what they’ve been eyeing, or even what they are selling, right where conversations with real friends are already happening.’

By allowing users to advertise their items to friends, Snapchat is making pre-loved fashion more social, using their signature AR technology to connect users and advance the second-hand movement.

Photography by Polina Tankilevitch

Strategic opportunity

How might resale platforms take the social side of shopping further? Consider the potential to organise events where friends can swap fashion and items in real life

Stat: Cryptocurrencies are motivating people to exercise

SONY LinkBuds, Global

As people become more aware of potential uses for cryptocurrencies, new research reveals opportunities for alternative payments to be used in the health and wellness sector. According to a small study by fitness website FitRated, a majority (81%) of people in the US would be motivated to stay fit if they were incentivised by cryptocurrency payments.

When considering their reasons for preferring blockchain-based financial incentives to standard monetary ones, 83% of respondents said that they liked the fact that blockchain-based fitness applications gamified physical activity. Interestingly, the study also found that 40% of people would be willing to cancel their current physical gym membership for one in the metaverse.

With this shift demonstrating an evolution of our Exertainment Market, there is potential for metaverse-based gym memberships that enable Squad Subscription strategies – empowering people to earn income according to their level of activity.

Strategic opportunity

In future, traditional gyms and exercise studios could expand their services to include cryptocurrency schemes. Consider developing particular classes that reward people with alternative payments