ONE TO WATCH
This year, we conducted a research study on behalf of Visa to understand how perceptions of money are changing for Millennial women. In an effort to create resources to help women learn from one another and make financial decisions work for them, the Money Is Changing campaign uncovered new ideas on how Millennial women can empower themselves with regards to their finances. For example, normalizing money talk is an important step in building confidence in finances and our research showed promising results with 1 in 2 millennial women saying they enjoy offering advice or helping their friends with finances already. In addition, the campaign includes a “How I Changed It”series that highlights real women and the real issues they face such as negotiating their salaries or asking for business investments. Shaping the way women will interact with money in the future, the campaign is worth a browse and can be checked out here.
British Airways is stepping up its entertainment offerings with the introduction of in-air virtual reality. From now until the end of 2019, first-class passengers on select New York JFK to London Heathrow flights will be offered SkyLights VR headsets and will be able to enjoy an immersive experience throughout their flight. From award-winning films in 2D, 3D, or 360 formats to guided meditations with sound therapy, British Airways is truly reinventing what entertainment can be at 40,000 feet.
As luxury has evolved to be more about limited-edition drops and exclusivity, new sneaker startupThe Custom Movement is tapping into the trend. The platform allows artists to sell one-of-a-kind designed shoes from brands like Nike, VANS, and Timberland so that Gen Zs can have the “It” shoe but still differentiate themselves from their peers. Users can seamlessly browse the site by brand, shoe model, or artist to find their favorite kicks embellished with flames, waves, or even tie-dye. With over 40 artists and 5000 different shoe designs already on the platform, there’s no doubt sneakerheads will be running straight to The Custom Movement for their next purchase.
IN OUR CARTS
Luxury perfumer Diptyque is hoping to reinvent how perfume is worn with the launch of their Prėts-à-Parfumer collection set for September. Rather than a spray-on perfume, the collection includes a temporary tattoo that smells like roses ($55), a bracelet that spreads its aroma with hand gestures ($90), and an ornamental brooch that resembles a bird and can be worn on clothing ($120). With other boutique brands such as Vogue-approved Monolito testing out perfume vials that can be worn around the neck, it’s clear that consumers are craving alternative ways to enjoy their signature scent.
Gen Z dominated short-form video platform TikTok has made its app shoppable. Titled Hashtag Challenge Plus, the new feature makes it possible for brands to sell products directly through the app. A user simply presses on a brands’ sponsored hashtag and can buy the item on a microsite experience within the app. Last week, Kroger was the first company to test out the feature with their #TransformUrDorm challenge, which asked users to post before-and-after videos of their dorm makeovers and simultaneously allowed users to purchase a toaster and popcorn maker. With over 447 million views received from the hashtag (Engadget, 2019), and over 500 million global monthly users in general on the app (Forbes, 2019), TikTok’s new shoppable feature makes it one no brand can afford to ignore.
Online platform Dazed Beauty, which covers evolving beauty standards and self-expression through makeup, has launched Behind The Masc: Rethinking Masculinity, a campaign that explores what it means to be a man in 2019. From a personal letter by The OA’s Ian Alexander about being a trans man to photographs of teenagers in Tokyo, to a how-to on channeling Mars energy (i.e. the newBDE), the platform covers a wide variety of topics that are a great resource for any Gen Z male. Ushering in a new era of media coverage that highlights nuanced notions of modern masculinity, we give Dazed Beauty huge props for being at the forefront of this important shift.