Domino’s Rewards All Pizza Lovers
The Points for Pizza activation lets customers use camera image recognition in Domino's mobile app to scan any pizza to earn 10 points. Once they've collected 60 points, they can be exchanged for a medium-sized, two-topping Domino's pie.
The company dodges bankruptcy by limiting users to 10 points collected a week, with the promotion running for 12 weeks. The campaign was launched around Super Bowl weekend on February 3rd (to catch the wave of pizza deliveries on match day), with an ad featuring Domino's chief executive Ritch Allison eating at a local Atlanta pizza spot. The company's social media accounts also shared images of out-of-house pizza.
Instead of locking existing customers into eating large amounts of its own product, this scheme works consumers' dwindling brand loyalty to Domino's advantage. The Points for Pizza scheme is a light and positive way of celebrating the entire industry, with a good chance of enticing new customers, as well as generating a guaranteed treasure trove of owned data on what makes people choose other pizzas.
For more on brands looking beyond their own products for innovation, check out Uncommon Partners: Successful Cross-Category Collaborations. For more on opt-in 'first party' data, see Surviving the Post-Truth Era, our coverage of Social Media Week London 2018.
Ostens: Scentrepreneurs Introduce New Perfumery Concept
The chasm between fragrance makers and end users has proved almost impossible to bridge – until now. Indie UK house Ostens is bringing open-source perfumery direct to consumers in a London pop-up that reveals the potential future of disruptive perfumery.
The smoke and mirrors of the fragrance industry once had us picturing Christian Dior himself plucking rose petals at dawn and mixing perfumes by night. But with beauty consumers now rigorously researching brand backstories – and demanding full disclosure on the sustainability and traceability of the ingredients used – it’s high time something changed.
Run by Christopher Yu and his business partner Laurent Delafon of UK-based United Perfumes – the licensing, distribution and consulting company they formed together – Ostens showcases exceptional quality ingredients sourced from LMR (the naturals division of International Fragrance & Flavours – IFF). Once only smelled by industry insiders, they’re now offered directly to customers in two forms. Préparations (perfume oils) contain “the highest legally and technically permitted concentration of each carefully chosen ingredient”; while in Impressions (eau de parfum), top perfumers create more nuanced interpretations around these ‘hero ingredients’.
For example, Préparation Rose Oil Isparta (£65/$83) for 9ml) captures the dewy, raspberry freshness of Turkish roses. Ostens actively encourages layering with any other fragrance you own, with this particular oil adding a velvety luminosity to oriental or spicy scents. By contrast, Impression Rose Oil Isparta (£145/$186 for 50ml) offers the entire field of roses, with an alluring depth at its base. Ingredients such as patchouli, jasmine and cedarwood have received the treatment, with new fragrances in the pipeline.
The gallery-esque space is located at 62 Blandford Street, W1U 7JD, and will be in residence until February 28 2019. For more perfume coverage, see Biennial Scent Fair 2018 and Pitti Fragranze 2018. Also keep an eye out for our big download on all things fragrance in 2019, publishing on February 18.
Trend Report Lowdown: The 2019 Consumer Zodiac
Our shiny new infographic will fast-track your understanding of the 10 consumer groups already shaping 2019’s consumer landscape. Here’s how.
What exactly is the Consumer Zodiac?
A circular infographic made up of 10 segments, each of which profiles an emerging demographic that we think your business should know about.
These segments fall into one of three filters: age, lifestyles and values. Together, they provide an essential overview of how people’s attitudes, behaviours and contexts will change in 2019.
Why is it such a useful tool?
Consider it consumer intelligence on speed dial; a way to fast-track your understanding of how people are changing. It literally maps the key drivers affecting the commercial landscape in 2019 and beyond.
Each segment clicks through to a separate infographic that deep dives into the respective demographics, psychographics and lifestyles. Here, you’ll discover how they’re shaping consumer motivations and buying behaviour.
By profiling the influencers behind these powerful new collectives, you’ll also discover who your business should be aligning with.
Who can we expect to meet in the Consumer Zodiac?
You can find out for yourself – download it here, no strings attached. But I’d say one of the most intriguing segments is Gen Xcel. Consumers aged between 39 and 53 are hugely underserved compared to the generations that precede and succeed them, despite their impressive spending power. Has their time finally arrived?
And watch out for the Enlightened Men. They’re fighting toxic stereotypes, embracing a wider range of life roles, and raising awareness of a serious global concern: male mental health.
Pay attention, also, to the Access Innovators – a group demanding better services and experiences for people with disabilities. The time for excuses, they argue, has stopped – so how can your business create bespoke, inclusive offerings that celebrate all abilities?
How do you go about identifying these must-know groups?
Our Consumer Attitudes team initially starts looking for overall patterns and tracking signals from product launches, industry announcements and statistics. Then they begin measuring their resonance, relevance and reach through interviews with industry experts, researchers and consumers themselves.
They also undertake thorough market analysis and attend tens of global conferences every year. The resulting Zodiac tells the stories that emerged from all of this research, broken down via the three filters.
What group do you fall into?
Me? Well, I have recently had my DNA tested. I was genuinely fascinated and surprised (not in a Jeremy Kyle way) by the results, so that probably makes me a History Remixer. It turns out that I’m a tiny bit Swedish, and an even tinier bit Filipino. Who’d have thought it?
You don’t need to be a Stylus member to access the 2019 Consumer Zodiac. Download yours now.
Preview: Luxe Pack Los Angeles – Sustainable Explorations
Global packaging trade show Luxe Pack is returning to Los Angeles for the second time (February 27-28). Exhibitors and speakers will focus on delivering to a consumer who craves a luxury experience, and expects uncompromised sustainability.
This year’s Luxe Pack LA will bring together 75 packaging specialists, plus 115 additional related exhibitors via the MakeUp In beauty trade show, which will run concurrently. The conference programme will see beauty brands discussing how the Clean and Green Movement has led to consumers actively seeking out natural products, while exhibitors will present the latest developments in sustainable packaging.
American manufacturer Golden Arrow will present its innovations in sustainable moulded fibre packaging made from fast-growing and renewable bamboo and bagasse – the dry, pulpy residue left over from the extraction of juice from sugar cane.
French glass manufacturer Verescence will showcase its bottle for Bulgari Man’s Wood Essence fragrance, made from the first premium and completely clear recycled glass. The patented production process comprises 25% post-consumer recycled glass (PCR), 65% in-house cullet (crushed glass ready for remelting) – a total of 90% recycled materials – and 10% raw materials.
More glass innovation comes from a collaboration between French packaging company Coverpla and Italian glass producer Bormiolo Luigi. Their new Ecoline bottles and pots are made from a lightweight glass, making them 40% lighter than similarly sized glass containers, enabling a 60% reduction in carbon dioxide emissions across the supply chain (compared to plastic or blown or pressed glass).
Supply chains will increasingly be scrutinised as blockchain technology offers more transparency. Exploring how to make this insight meaningful, speakers from indie suncare brand Coola Cosmetics, research firm The Benchmarking Company and law firm Locke Lord will dive into how blockchain could be the key to connecting with conscious consumers. For more, see What Businesses Need to Know about Blockchain.
Stylus will be kicking off Luxe Pack LA’s two-day conference roster on Wednesday February 27 with a rundown of key creative Design Directions for Spring/Summer 2020, presented by our US-based Colour & Design strategist Claire Walsh.
AI Generates Images From Text-based Recipes
Artificial intelligence (AI) researchers are developing tools that can generate images from recipes and vice-versa, helping consumers create their own dishes at home and making cooking more intuitive and accessible for all.
Computer scientists at Tel Aviv University in Israel have built an AI algorithm that can conjure an image of any dish using just a text-based recipe listing key ingredients and outlining a specified method of preparation.
It achieves this by analysing and converting text into numerical values and running these numbers against descriptors of more than 50,000 photos of food from within in its existing image database via a process called text embedding.
Tackling the reverse of this process, researchers from Facebook's tech innovation branch Fair have developed AI software that can determine the recipe used to make any dish simply by analysing a photo.
Joelle Pineau, head of Fair's Montreal lab, told Forbes: "Everyone is always taking pictures of their meals these days. Sometimes there's ingredients you can see, but there's also ingredients you can't always see, like sugar and salt and things like that. So, they train the AI with pairs of images and recipes. But then when they test it, they just give the image and it generates a recipe."
This technology has great potential for foodie consumers, who could soon be able to eat out at a restaurant, and then recreate the dish in the comfort of their own home.
See Activating At-Home Foodies for more on smart kitchen tech assisting budding home cooks to create exciting dishes, and read Kitchen of the Future for a wider understanding of new tech-infused cooking habits and rituals.
Sustainable Fashion Round-Up: February 2019
Thanks to growing industry regulation and an increasingly eco-conscious consumer, sustainability is being pushed to the forefront of every fashion brand. From new production processes, to ethical luxury and ultimate transparency, brands and retailers are finally embracing green thinking.
- Smart Luxury: The beginning of the year has seen a clear uptick in sustainable luxury. Balenciaga’s latest collaboration with e-tailer Farfetch is entirely free from leather and fur, with proceeds donated to the International Union for Conservation of Nature (IUCN).
French fashion brand Loewe has launched a ready-to-wear menswear collection designed for, and inspired by, nature. Eye/Loewe/Nature features technical and natural fabrics, with the brand donating £15 ($19) for every purchase to help fight plastic pollution.
- Partnering for Good: US retailer J.Crew has partnered with non-profit Habitat for Humanity on a denim buyback programme. Customers are able to return any old jeans to J.Crew stores (in exchange for a $20 gift card), which will be recycled into insulation material for the housing charity.
- A New Production Process: US-based T-shirt subscription service For Days is rolling out its circular recycling business model – which encourages customers to return old items for every purchase they make. Its first partnership is with US bra brand Harper Wilde, which will now provide boxes and shipping labels with every purchase that allow customers to return any bra back to the brand to be recycled.
- Ultimate Transparency: A number of fashion retailers are placing their sustainability credentials at the forefront of their brand strategy. US brand Reformation is now reporting its sustainability wins and losses in the same vein as public profit earnings – allowing customers to check its entire environmental footprint.
Similarly, luxury American consignment store The RealReal’s Sustainability Calculator shows the water, energy and greenhouse gas savings from the most popular women’s clothing items consigned on its e-commerce site since January 2012.
For the latest news, see Sustainable Fashion Round-Up: November/December 2018, and stay tuned for our quarterly round-up, publishing in March 2019.
Doteveryone Responsible Tech 2019: 3 Key Themes
Last year, UK think-tank Doteveryone published research showing that only 12% of the British public think that the internet has had a positive impact on society. At its first Responsible Tech summit, held at the British Library in London on January 31, thought-leaders gathered to discuss how big tech can better serve the public good.
1. A Question of Responsibility
A recurring theme was that responsibility in tech isn’t just an issue for the industry itself. Martha Lane Fox, founder and chair of Doteveryone, told Stylus: “Brands have to really think about how they're deploying technology, even if they're not a technology company. How they can have a transparent value system where it's clear what the transaction is with the customer.”
When working with tech companies, brands should take the lead on ethical responsibility, argued Rob McCargow, director of artificial intelligence (AI) at global professional services network PricewaterhouseCoopers. “We’ve got 750 AI companies in London alone as of last June. When they’re being commissioned to do work, how many clients are saying: ‘What do you do about gender diversity in your workforce? What do you do around ethical frameworks?’.”
2. Embrace Diversity
Dr Anne-Marie Imafidon MBE, trustee at UK charitable trust the Institute for the Future of Work, took to the stage to launch the Institute’s first discussion paper, Equality Through Transition. It explores the challenges that AI and other new technologies present to existing frameworks for promoting equality – “not just for individuals, but at the firm level and the systems level”.
3. The New Data Economy
Several speakers highlighted how the data economy is evolving as consumers increasingly take control over their personal data. Julie Dawson, director of regulatory and policy at digital identity app Yoti, discussed how the app empowers its users. “[In the past], people’s experience of proving their identity … wasn’t something that they felt they had much agency about.”
The app enables consumers to store their personal data and release it for ID checks. “They can share just parts of their identity very simply,” said Dawson, adding that Yoti itself can never access their data.
In the future, new data infrastructures will emerge, argued Francesca Bria, chief technology and digital innovation officer for Barcelona City Council. “For political participation and citizen engagement, we have to get off platforms that have, as a core business model, the commercial exploitation and manipulation of personal information and personal data.”
Acoustic Panels Made with Biomaterial & Biomimicry
Based on 25 years of research, the paper-like material is engineered in collaboration with scientists at the KTH Royal Institute of Technology in Stockholm. Wood fibres are broken down before being modified to mimic the naturally occurring high-performance characteristics of different plants – such as the fire retardancy of grass roots, and the water repellence of lotus flowers.
Processed with recycled water, wheat bran, potato starch, plant-derived wax and citrus fruit, the end result is a lightweight, recyclable and completely chemical-free pulp material.
Designed by Stockholm-based design studio Form Us With Love, the series of nine panels were inspired by origami paper-folding techniques and feature zig-zagged and ribbed patterns. The surface is nano-perforated using advanced laser-cutting technology, while the backing layer features a hexagonal honeycomb structure. This combination ensures enhanced sound absorption and durability, while keeping weight and material usage to a minimum.
The panels are available in three subtle, neutral colour options, with colour achieved naturally by using different percentages (0.5 to 30%) of non-GMO wheat bran. “Adding paint would have compromised our vision of creating a 100% bio-based product,” said the studio’s creative director John Löfgren. “The final effect is an organic expression of character and colour, without any chemicals at all.”
Such design solutions help to bring privacy and quiet to communal environments such as offices without compromising sustainability. See Blueprint for a Better Workplace and Materialising Modern Work for more workplace solutions.
We noted other brands beginning to respond to demands for more comfortable and sustainable office solutions at NeoCon 2018. See also Material Direction: Reframing Wood for more high-performance wood-derived materials.
In 2019, complexity of flavour will enter the everyday sphere as ‘foodie elitism’ becomes a thing of the past.
And nowhere, perhaps, is this elitism more pronounced than the coffee industry.
In episode three of our Future Thinking podcast, Thomas Haigh, Tate’s head of coffee, and Anna Masing, our recently departed acting head of Food, Beverage & Hospitality, argue that the way forward for all industries – not just coffee or food and beverage more generally – is equality.
What happens when the stories behind products aren’t romanticised, when sustainability is considered at a community level, and when the concept of ‘experiential’ is rooted in people?
Like what you hear? Don’t forget to subscribe to future episodes.
Valentine’s Day Inspires Creative Branded Food Concepts
A clutch of creative food products have hit the shelves in time for February 14, as brands play with colour, texture, humour and taste to stand out on the most romantic day of the year.
- Ketchup Caviar: US condiments king Heinz has created limited-edition 'ketchup caviar' pearls. Made via spherification (as covered in Global Food Trends 2017/18: Anuga and European Food Trends 2018), the bubbles closely resemble roe and, accordingly, burst in the mouth – creating a pop of concentrated flavour. This upmarket take on the classic sauce is only available via an online competition, with just 150 jars up for grabs. The tactic is representative of brands 'elevating the everyday' – upgrading commonplace consumables into high-end treats.
- Sumptuous Snacks: British crisp brand Tyrells has developed a Spice Up Your Life variety that's said to have an aphrodisiac effect. The crisps come in a Honey & Chilli flavour – the honey is said to "tinker with hormone levels", while the chilli "triggers nerve endings on the tongue, releasing endorphins and increasing the heart rate", according to the brand.
- Sweet Messages: US giant Krispy Kreme has launched a line of heart-shaped donuts with messages such as 'Be Mine' and 'So Extra', as a tribute to the classic conversational Lovehearts sweets. The donuts are stuffed with four kinds of classic fillings, including cake batter, strawberries and cream, raspberry jam and chocolate cream.
For more inspiration, look out for our upcoming Valentine's Retail report, publishing on February 14. For more on brands catering to foodies' celebratory occasions, read The New Festive Meal.
Last week we were excited to launch Future Thinking: our brand new podcast series. If you're not yet familiar with it, the premise is simple: every episode, one of our experts discusses a topic they're particularly excited about with an industry thought-leader.
They're fascinating listens which unpick the trends that spark the most debate in our team meetings and brainstorms. And because they cover everything from fashion to coffee, and travel to beauty, we hope there's something for everyone.
Watch out for episode three – which explores the democratisation of flavour – next Tuesday. Use the link above or search 'Stylus Future Thinking' on iTunes or Spotify. This is a new departure for us, so if you have any feedback, I'd love to hear from you.
Other news: two years ago, our hugely popular Kitchen of the Future reports revealed how modern kitchens offered a microscope into consumer change. This month, Bathroom of the Future will uncover the ablution-based innovations helping to break taboos around accessibility, inclusivity, social responsibility, new luxury, self-care and wellbeing.
Elsewhere, research has begun on our next venture into Packaging Futures, which we'll be unveiling in April. As one of the most tactile manifestations of a brand, packaging is a research sweet spot – feeding, as it does, into wider trends on brand engagement, retail, and design directions.
In news from this week, our superstar Consumer Attitudes team has just published its 2019 Consumer Zodiac infographic, which visually profiles the 10 key consumer groups to be aware of in 2019.
Aside from Post-Urbanites and The Experimentals, I'm personally delighted to see Gen X getting a look in with the Gen Xcel consumer group. No longer shall we be overshadowed by millennials and boomers!
Do have a look and, as ever, please get in touch with any questions or suggestions.
Chief Creative Officer
Amazon Retail Tech Hits Hair Salon
Continuing to expand the horizons of voice commerce, Amazon has partnered with US celebrity hair stylist Ted Gibson to develop the world’s first smart hair salon – enabling patrons to shop while being styled to perfection.
Illustrating the ongoing merging of retail and services discussed in our Liquid Retail Spotlight, the technology will make Gibson’s in-salon hair products directly shoppable (on Amazon, of course). In the long-standing tradition of hairdressers, all visitors need to do is chat while getting their hair done – this time to Amazon’s smart speaker, Alexa.
The concept centres around pod-style, Alexa-equipped hair stations – dubbed ‘clouds’ – which also feature tablets for guests to view the products they’re selecting by voice. Notably, it’s not an ultra-personalised proposition as yet. The products browsed will need to appear on the relevant hair stylists’ Amazon Storefront – a separate division of Amazon dedicated to the curated edits of products from small and medium-sized businesses. See Omni-Commerce Gets Personal for more individualised tactics.
There is also the capacity to alter the ambience of the clouds, changing the lighting settings to replicate different scenarios, or adding coloured lights to indulge every Instagram fan’s whim (see also Beta Blends: Dexterous & Dynamic Store Design). On a more practical level, the rest of the space runs on smart tech, too – including entry access, the coffee machine, and the main lighting, heating and air-con systems.
Designed by Mexican architect Francisco Gonzalez-Pulido of Chicago practice FGP Atelier, the salon – Starring by Ted Gibson – will reportedly be unveiled in LA later this month. For more on voice-related engagement, see Voice Shopping: The Coming Wave, Wraparound Retail: IoT-Enabled Engagement, and Voice via Mobile in Tech 2018: Retail’s Digital Transformation.
Ikea Launches Furniture Rental Scheme
Ikea is launching a new scheme that allows customers to lease product, rather than purchase it. Part of the brand’s commitment to creating a circular business model, it’s set to reduce carbon emissions by 15% and bring furniture rentals into the mass market.
Starting as a trial run in Switzerland this month, it will initially only cater to the corporate market, primarily renting desks and chairs to office spaces. Clients sign up to a subscription service, paying an ongoing fee to have access to a collection of goods they can swap out as they wish. When items are damaged or no longer needed, they can be refurbished by Ikea and sold on direct to market at a discounted price.
The initiative will investigate how consumers respond to the idea of renting furniture, becoming the blueprint for a scheme that can be scaled up to a consumer-facing programme.
This move reflects the need for greater flexibility and dynamism in the corporate environment. The rental system will offer affordable fitouts that adjust to the needs of businesses as they grow and change over time – making it an ideal choice for start-ups and co-working collectives.
As seen earlier with the launch of Harth in the UK – a similar service aimed at the luxury sector – consumers are opening up to the concept of renting furnishings, rather than owning them. Ikea’s focus on the less personal office environment will help normalise shared ownership to its mass-market audience, enabling it to infiltrate more intimate home spaces.
We highlighted co-ownership as a key influence set to reshape product design in 2019 – see our Look Ahead for more. Likewise, for eco-friendly initiatives reinventing our relationship with product, see The Repair Economy: Top Product Strategies.
Weekly Thought-Starter #012: 2019’s Emerging Consumers
How much do you really know about the consumers you’re targeting in 2019? What’s driving their behaviours, their needs, and, ultimately, their purchases?
We wanted to get under the skin of the groups already shaping this year’s commercial landscape. So last week we published our 2019 Consumer Zodiac infographic.
Who, exactly, does it profile? The Post-Urbanites, for one. This millennial cohort has had enough of the city, so its members are escaping to rural areas to explore their creativity.
Should your business, then, invest in opportunities beyond urban centres, and explore the potential of forging links between post-urban consumers?
Then there’s Gen Xcel. Remember Gen X? They’re the ones bookended by millennials and boomers (which is part of the reason they’ve been overlooked; ludicrous considering Gen Xers account for 25% of consumption in the US).
Perhaps it’s time to see what happens when you not only empower them, but tap into their solid – and potentially lucrative – connections with seniors and Gen Z.
It’s also worth us highlighting The Experimentals – the cross-generational demographic smashing long-held taboos and taking ownership of their myriad pleasures.
In 2019 – with experimental being the new normal – your business should look to the mainstream to communicate previously taboo topics (if you haven’t done so already, watch Sex Education on Netflix).
That’s three groups to ponder for now. Fancy exploring the other seven? Well, you can – just head here to download the Zodiac in its entirety. No strings attached.
New Wellness Platform Manual Challenges Male Stereotypes
Launched in January 2019, British start-up Manual is focusing on providing affordable, medical-grade products and guidance for all age groups. The line includes prescription sexual wellness products like Sildenafil (the active ingredient in Viagra) to treat erectile dysfunction, as well as Finasteride – a hair loss pill that combats male-pattern baldness at the crown and in the middle of the scalp.
The grooming and wellness website is challenging the stigma around these issues, which men often keep to themselves, and empowering them to seek help digitally. British men are three times more likely to talk through technology about intimate issues than to a human (University College London & Harry’s, 2017). In this way, Manual taps into modern male consumers’ values by giving them permission to acknowledge their issues in a digital safe haven, and arming them with the tools to solve their problems. For example, an interactive guide provides information from experts about hair loss, sexual wellness and lifestyle.
Stylus’ Retail editor, Stefanie Dorfer, said: “We’re seeing a surge of direct-to-consumer brands that disrupt previously overlooked categories – including men’s health – by making products more accessible. Brands that look beyond the product and realise their role as health advisers will raise the bar. Serving a community by opening a sort of ‘safe space’ – online and/or offline – where consumers can openly talk about their problems, will catapult a brand like Manual into the mainstream.”
The brand also celebrates this new open and positive era of masculinity via its social media platforms. Its Instagram page fosters this growing community with inspirational quotes from budding entrepreneurs and artists about the changing perceptions of male health and wellbeing.
The blurring intersection between beauty and health is a key theme in our 2019 Look Ahead. For more on male grooming and wellbeing, see The Male Beauty Moment, Hims: Reframing Hair Loss and Male Grooming: In Numbers.