Not rendering correctly? View this email as a web page here.
mail_img.jpg   FORWARD
 
 
  share_img.jpg     Twitter   Facebook   LinkedIn    
 
 
Share  
 
 
contribute_img.jpg  
 
 
power_img.jpg  
 
 
 

Twenty-two years after her contract with Lancôme was terminated, 63-year-old Isabella Rossellini has been re-hired by the French beauty brand. In February, the brand launched a campaign starring the Italian model and actress as the face of its Renergie Multi-Glow range, a skincare line targeting anti-aging concerns.

If there’s one trend that keeps on giving, it’s brands (finally!) waking up to the NEW NORMAL. Once-marginalized groups are now being given the spotlight. Models no longer need to meet the tall/white/thin/young criteria. Brand ambassadors are now increasingly of any race, any size and – as we see in this Lancôme campaign – of any age. Are we fully ‘there’ yet? Of course not. Many of these initiatives are ‘diversity washing’, public distractions designed to avoid deeper change.

But, if you’re stuck about where to start, then here’s one practical area to focus on: confront – and make right – previous wrongs, especially if doing so involves challenging your brand’s history or ‘heritage’. Consumers will applaud honest and authentic efforts at redemption. Another example? Brazilian beer brand Skol hired female artists to redo its sexist ads from the past. Indeed, whether they’re from one year ago or one hundred years ago, which painful issues from your brand’s past could you tackle, even if few seem to remember the mistake? Better late than never…

Want more? Clients can set up weekly innovation digests for relevant topics. They also get full access to the 19,000+ innovations in our online database and 50+ reports a year, including our exclusive 2018 Trend Report. Learn more »

 
 
 

Ready to innovate? Time and again?

Gain access to our Premium Service
 to get your hands on all of the tutorials, tools, and resources you'll need to apply consumer trends to your own product, business or campaign.

PREMIUM OVERVIEW  »  

 
 
 
ACADEMY
FREE
INSIGHT NETWORK
 
     
 
LIVE
PREMIUM
NEWS