News 21.08.2023

Need to Know

L’Oréal Professionnel brings new hair designs to the metaverse, Gen Z’s growing interest in low-stress jobs and why fashion archives are booming on TikTok.

L’Oréal Professionnel expands its metaverse presence with new hair collection

Odyssea by L'Oréal Professionnel

Global – Professional haircare brand L’Oréal Professionnel has unveiled its latest move into the metaverse with the launch of its new range, Odyssea: Creatures of the Sea. Teaming up with its agency Ok C’est Cool, the brand presents five avant-garde looks inspired by the underwater world. Following previous metaverse initiatives, this collection pushes the boundaries of hairstyling possibilities and self-expression.

In a collaboration with hair designer Charlie Le Mindu and 3D artist Evan Rochette, L’Oréal Professionnel aims to transcend the limitations of reality and foster creativity within the metaverse. The collection is accessible on platforms such as Ready Player Me, Roblox and Zepeto, providing users with immersive and imaginative ways to assert their online identities.

The launch is designed to pioneer the integration of hair inclusivity in the virtual world, aligning with our Affirmative Avatars Market, which reveals how socially conscious netizens are seeking digital fashion that reflects their values.

Strategic opportunity

As new value frontiers infiltrate our virtual existence, it is important that brands offer consumers opportunities to express their diverse and inclusive identities in a more utopian world where people want to exist – and consume

Gen Z are keeping hustle culture at bay and turning to low-stress jobs

The Feel Good Marketplace by Woo, UK The Feel Good Marketplace by Woo, UK

UK – From quiet quitting to lazy girl jobs, TikTok is rife with movements rebuking hustle culture and redefining what youth considers a healthy work-life balance. But this is more than a mere social media trend – British Gen Z workers are putting their money where their mouths are, and driving searches for low-stress, median-income jobs.

This shift has been reported by job site Adzuna, with a surge in searches for roles with flexible hours, the possibility of out-of-office work, and free from big responsibilities like managing a team or frequent overtime. Young people have identified that sweet spot in typically junior positions, allowing a good work-life balance while earning a minimum £35k ($44.5k, €41k) annually. As a result, Adzuna has noticed an increase in clicks for positions such as office administrators, account managers, data analysts and marketing associates.

Against the backdrop of the cost of living crisis and widespread doomerism, it is easy to understand why younger workers find solace in anti-work movements, and the accompanying pursuits of personal fulfilment and wellbeing. In such a context, it is also employers’ role to engage and inspire disenchanted youth.

Strategic opportunity

In the era of hybrid work, how is your business nurturing talent and looking after younger workers? Audit your company culture to ensure it isn’t out of touch with Generation Z and young Millennials, feeding ambition rather than putting strain on junior employees

Stat: Data confirms that Gen Z are avid archivists

Blumarine by Marc Jacobs, Global Blumarine by Marc Jacobs, Global

Global – Why are Generation Z obsessed with archival fashion? Fashion insights firm Edited has examined the numbers behind the hype, suggesting that young people’s enthusiasm for sourcing and collecting rare vintage pieces is showing no signs of slowing down.

As prices of luxury goods keep rising – up 29% since 2019, according to Edited – it is not surprising that many younger luxury enthusiasts find themselves outpriced and are resorting to preloved items. But the appeal of archives goes way beyond financial feats. Gen Z are savvy shoppers who revel in the thrill of thrifting, sourcing and curating exceptional and rare pieces. In July 2023, content tagged as #archivefashion was seen a staggering 36m times, with 91% of viewers aged 18–24. Edited’s research also offers insights about Gen Z’s current favourite designers, revealing that 99% of new product listings from Vivienne Westwood, Jean Paul Gaultier, Chrome Hearts, Rick Owens and Undercover were sold.

At LS:N Global, we have been monitoring not only what luxury means to Generation Z, but also how brands are responding to their preferences and reclaiming archival gold.

Strategic opportunity

Even if Gen Z are not the primary target of your business at the moment, consider ways to engage this influential demographic and invite them into your brand universe to build loyalty and brand equity

Previous News Articles
JD Sports celebrates modern families in Christmas campaign

News

JD Sports celebrates modern families in Christmas campaign

JD Sports is redefining the meaning of family this holiday season with its 2024 Christmas campaign, Family.
Society : Identities : Home
Louis Le Joly Senoville debuts wearable chess set

News

Louis Le Joly Senoville debuts wearable chess set

Central Saint Martins graduate Louis Le Joly Senoville has introduced a groundbreaking wearable chess set as his final-year project.
Design : Fashion : Sport
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, the Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. Here, direc...
Foresight
Stat: Sober Christmas parties are on the rise

News

Stat: Sober Christmas parties are on the rise

Christmas celebrations are being reshaped because of shifting consumer attitudes to alcohol, with health, inclusivity and experiential elements dri...
Society : Holidays : Food & Drink
The Future Laboratory and Bacardi investigate cocktail culture in 2025

News

The Future Laboratory and Bacardi investigate cocktail culture in 2025

Bacardi, in collaboration with The Future Laboratory, has released its cocktail trend report for 2025, forecasting a transformative year for the sp...
Drink : Spirits : Food
LG Display unveils world’s first stretchable display with 50% expandability

News

LG Display unveils world’s first stretchable display with 50% expandability

LG Display has achieved a major milestone in display technology with the launch of the world’s first stretchable display, capable of expanding by u...
Technology : Design : AI
New research finds that cannabinol significantly improves sleep

News

New research finds that cannabinol significantly improves sleep

Researchers from the University of Sydney’s Lambert Initiative have found new evidence supporting cannabinol (CBN) as an effective sleep aid.
Health : Wellness : Medicine
Stat: Teens face weekly exposure to conspiracy theories

News

Stat: Teens face weekly exposure to conspiracy theories

A new study by the News Literacy Project reveals that teens encounter conspiracy theories on their social media feeds at least once a week, yet mos...
Pop Culture : Youth : Media
Chester Zoo rebrands as a force for nature

News

Chester Zoo rebrands as a force for nature

Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. 
Sustainability : Design : Advertising
Gobi Cashmere revitalises brand identity with Mongolian roots

News

Gobi Cashmere revitalises brand identity with Mongolian roots

Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos.
Culture : Design : Fashion
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