Launching during a pandemic is risky, but for essentials brand Arfa, it was a chance to demonstrate its core belief: community comes first. With people looking for products to meet more than their basic needs, can Hiki by Arfa’s approach set a new agenda for marketing deodorants and body wipes?
The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.
Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.
As people eschew harsh ingredients in their skincare routine and learn more about what’s best for their skin, they’re embracing a new title: the skintellectual. With Americans filling their medicine cabinets with science-backed lotions and potions, how is the face of skincare changing?
In April 2019, bath bomb aficionado Lush declared it would be suspending its UK social media accounts. As people begin to experience ad fatigue – and brands become slaves to social media algorithms – how is Lush building real relationships with its community of #Lushies?