LSN : News : Carra analyses type 4 hair consumers in new data-driven Texture Gap report

Antigua and Barbuda tourism authority bolsters sibling rivalry in new ad

Antigua and Barbuda Tourism Campaign, Caribbean

Antigua and Barbuda – The Caribbean twin-island paradise turned to sibling rivalry in its latest ad campaign designed by London-based creative agency Motel and Spanish production company Fish. In a film commissioned by the Antigua and Barbuda tourism authority and released in June 2023, islanders argue with one another about which of the two havens is the best destination. From dreamy beaches to parties and drinks, each protagonist highlights countless reasons for tourists to visit their island while gently mocking their competitors.

'The unifying message behind the campaign is 'Why choose when you can have the best of both islands,' said Charles Fernandez, Antigua and Barbuda’s minister of tourism, in a press release. 'Visitors to Antigua are reminded that our sister-island Barbuda is only minutes away and that both offer visitors two unique experiences in one vacation.'

Turning a competitor into a collaborator is part of the emerging strategies we unveiled in our Neo-collectivism macrotrend. United by values of empathy and community, consumers and businesses are shunning individualism in favour of alliances that decentralise industries and redistribute power at scale.

Strategic opportunity

Question how a one-time collaboration with competitors could help define your unique selling point while tapping into an audience already interested in your market. If what your business does is inimitable, why can't consumers have both?

Carra analyses type 4 hair consumers in new data-driven Texture Gap report

The Texture Gap Report by Carra, UK

UK – Carra, an AI-driven haircare personalisation platform which analyses data on individual Black hair types to provide tailored product recommendations and routines, unveiled its first Texture Gap report in June 2023 to define and highlight what the type 4 consumer wants, needs and hopes for. The report is powered by Carra's Textured Hair Engine, which maps and aggregates 12m data points from across the web, social media and 2,000 global consumers who signed up on the Carra platform to talk about textured hair.

Carra's research shows that consumers with type 4 hair don’t necessarily trust haircare brands as they don’t feel that formulas are designed with their hair in mind, or that professionals have the right knowledge to deal with breakages or create innovative protective styling, for example.

They are also hyper-aware and resourceful, with the lack of skilled experts pushing them to create DIY products or find alternatives. Carra suggests that haircare brands should look into how to understand, centre, empower, educate and represent type 4 hair consumers. Those who don't are willingly refusing to enter a market estimated to be worth £7.48bn ($9.56bn, €8.75bn). Predicted to grow 4.8% annually from 2023 to 2033, the global textured haircare market could reach £12bn ($15.34bn, €14bn), according to Market Research.

In Third-space Culture, we previously analysed how changemakers including Carra's founder Winnie Awa and Thiiird magazine's editor Rhona Ezuma are championing next-gen talents from Black people, people of colour, queer, trans and non-binary communities as a way to empower these marginalised cohorts. For businesses who dare answer to their specific needs, there are opportunities for additional revenues.

Strategic opportunity

In the era of data-based hyper-personalisation, beauty and haircare industry players should move away from the inaccurate ‘suitable for all hair types' formula. Consider investing in R&D and AI-driven tools like Carra to design products with a diversity of textured hair in mind

Brazil to build world's largest mosquito factory in battle against viruses

Haeckels London store. Photography by Louise Melchior, UK

Brazil — The World Mosquito Program (WMP) is building the world’s largest mosquito factory in Brazil, with the aim of protecting up to 70m people from viruses such as dengue.

The WMP is a group of companies owned by Melbourne-based Monash University. Its factory is being built in collaboration with the Oswaldo Cruz Foundation, a research organisation based in Rio de Janeiro.

Between 2023 and 2033, urban areas of Brazil will witness the release of up to five billion mosquitoes annually, all infected with bacteria that halts their ability to transmit viruses.

More than seven million dengue cases have been reported in the country in the last 30 years – more than anywhere else in the world. Brazil has also recently grappled with severe outbreaks of mosquito-transmitted viruses zika and chikungunya.

Researchers from Australia, Brazil, Colombia, Indonesia, and Vietnam have conducted similar nature-hacking experiments with mosquitoes, which have shown promising results in reducing dengue transmission by up to 77%. However, this marks the first instance where this technology is being employed on a large scale.

The mosquito facility is expected to start operating in 2024, but its location is yet to be determined.

Strategic opportunity

Citizens want Equilibrium Cities. To meet these demands, businesses should prioritise data collection and identify the essential elements necessary for their products/services to contribute effectively to the needs of consumers in urban areas

Stat: Consumers prioritise long-term health when cutting back on sugar

Behave, US

Global – A global survey conducted by Kerry, the taste and nutrition innovator, found that in recent years people are not cutting back on sugar to lose weight but instead are doing so out of consideration for their long-term health. More than seven in 10 respondents said they are reducing their sugar consumption to live a healthier life, and nearly six in 10 said they wished to avoid future medical problems.

The consumer research surveyed more than 12,000 people in 24 countries and offers a roadmap for food manufacturers to consult when deliberating the sugar content in their food items. Survey respondents acknowledged the importance of sugar in giving food and drink items a nice taste. Taking this into account, they also indicated their preference for sweeteners, with 77% of respondents revealing that the kind of sweetener in products is also important to them. Only 30% of consumers surveyed are looking for strictly no-sugar options.

In Total Tastes, we charted the growth of the food-for-function movement and how people are treating their diets as medicine to live better, healthier lives. Our upcoming Beauty, Health & Wellness online event (taking place on 27 June from 4:30pm to 5:30pm BST) will also dissect the desire to elongate our lives and the changes consumers are making to achieve this.

Strategic opportunity

Businesses need to adapt product offerings to cater to changing consumer values by investing in R&D – creating products that offer elevated and science-backed health benefits without compromising on taste