28 May

Daily Insight | 28th May, 2019

Gillette launches first ad to feature a transgender man being taught to shave

The ad, called ‘First Shave’, shows Samson Bonkebantu Brown, a Canadian transgender teenager, as he shaves for the first time with the help of his father. The advert is part of Gillette’s #MyBestSelf campaign. 

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The video has already been viewed more than half a million times and received thousands of comments on the brand’s Facebook page praising it. 

Gillette has shifted marketing strategy in recent months, starting with an ad unveiled in January that talked about the dangers of toxic masculinity and addressed issues including the impact of the #metoo movement. 

 

Ikea overhauls its app to allow mobile shopping for the first time 

Ikea is launching an app that will enable customers to shop for products from their mobile devices as it doubles down on its strategy shift away from large suburban stores to more convenience. 

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The app will launch in France and the Netherlands first, before rolling out to its top eight markets by the end of the year.

It will allow customers to visualise their homes with furniture and furnishings by inputting room dimensions and choosing from different tastes and life stages. 

With the expansion of augmented reality technology, the retail space is set for a shake-up in the coming years as brands bring new experiences to market. 

 

House of Peroni launches across Europe with scented experience

The House of Peroni experience, which debuted in London in 2012, is being rolled out across Europe. It launched in Paris on 23rd May and is designed to play on the senses, with the smell of lemon and sage throughout the venue. 

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Peroni has partnered with 10 artists who have made artwork and installations inspired by Peroni. An “expressions studio” will feature a scent named Puglian Fig Tree and guests will be able to watch a two-minute film about the artists involved in the activation.

The activation will also run in Barcelona and Stockholm, with plans for further roll-outs in Zurich, Santiago and Johannesburg.

The event highlights the popularity of experiential marketing activations, as consumers seek real-world experiences that bring brand identity to life. 

 

Why Boots is getting a makeover: ‘Brand love alone is not enough’

As the 170-year-old retailer ups its efforts to transform the high street beauty experience, Boots’s UK marketing boss explains how she plans to make Boots relevant again.    

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“Regenerate”, “modernise”, “reinvent”: 170-year-old Boots is on a mission to inject some much-needed spark and relevance back into the brand. 

Boots is beginning to rethink its stores, turning them into Sephora-like beauty halls. It has brought RIhanna’s much-sought-after Fenty Beauty brand, among others, into its growing portfolio. It has digitised its loyalty card and signed a number of sponsorship deals. 

Boots scores highly on YouGov’s BrandIndex. Out of 50 high street retailers, it is third behind only Marks & Spencer and John Lewis. 

 

Venture capitalists bet big on the $1.9 trillion payments industry

Technology firms from Silicon Valley’s Stripe to UK-based GoCardless are all trying to grab a slice of the same $1.9 trillion industry. 

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Payments, a sector long dominated by cash, has gone digital as a number of start-ups enter the fray to make it easier to pay for things online as well as in stores. 

Upstart payment firms have attracted big corporate clients and billions of dollars in venture capital money. According to Pitchbook, investors pumped $18.5 billion into the sector in 2018 – a near-fivefold increase from the previous year. 

Little-known UK-based firm Checkout recently raised $200 million at a $2 billion market value, automatically signing it up to Europe’s unicorn club. 

 

Cartoon Network creates ‘pop-up’ channel to reach new audiences

Pay-TV channel Cartoon Network has created a new pop-up channel that will give subscribers the chance to watch its programming outside of the main Cartoon Network channel.  

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The pop-up channel, which is called ‘Pop & Watch’, is being launched together with Cartoon Network partners in Asia like Singtel, Cignal and Astro.

It will exist in the form of a pop-up channel, a pay-per-view channel, or as a branded programming block format. 

While there are opportunities for ad sales, the main motivation is to primarily provide subscribers with a value-added service and to increase audiences for Cartoon Network shows. 

 

OTHER NEWS IN BRIEF

Nike’s hijab-wearing model calls on brands to better represent Muslim women

 

ONES TO WATCH

Automotive: Fiat Chrysler proposes merger with Renault to reshape car industry

 

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