As more social media users develop an aversion to flawless feeds, while the #skinpositivity movement champions supposed ‘imperfections’, brands across sectors are facing calls to stop retouching reality. But why exactly are airbrushed images so problematic, and should they carry warning labels?

Unlike traditional stars, online micro-celebrities regularly share their private lives through social media, using Insta Stories and Snapchat to build a sense of intimacy. Live-streaming app Bigo Live goes a step further, letting fans show their devotion with a system of gifts and one-on-one chats.

Why are beauty brands giving customers more of a say in product development? How are skin and oral care regimes becoming more luxurious? What efforts are men making to avoid signs of ageing? And why are people’s identities often wrapped up in their hair?

Reality dating show Love Island is gaining popularity year on year– particularly with Gen Y. The show is endearingly relatable, offering a snapshot of human life and it makes for compulsive viewing that brings people together. So how can brands tap into its cult following?