Coconut oil is currently one of most fetishised natural items. Boasting antioxidant, antibacterial and antiviral properties, people are pulling their jars out for everything from teeth whitening to healing infections. How has this fatty oil come to be seen as a multipurpose beauty and health booster?

Should high-end brands be accessible? Will stores become exhibition spaces? What makes a cool collaboration? As part of the 2018 Expert Outlook, we speak to three experts about why luxury consumers want to get their hands dirty and how they expect brands to express their values.

The US oral care market is dominated by the big four of P&G, Colgate, J&J and GSK. With its design-led packaging, fruity flavours and ‘natural’ ingredients, Hello is looking to take a bite out of their 72% market share. But is good-looking toothpaste enough to stop people buying Colgate?

Brazil is one of the world’s largest oral care markets, with people investing time and money on getting their teeth gleaming. But their taste for cosmetic dentistry and habit of carrying around a toothbrush isn’t just for stunning selfies – the perfect smile also demonstrates cleanliness and status.