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Heist promotes new shapewear by encouraging consumers to ‘rip off’ their old spanx

Underwear brand Heist Studios is encouraging customers to ‘rip off’ their old shapewear and send it to the brand in exchange for its own alternative, a new product called The Outer Body.

Launching today, the ‘shapewear amnesty‘ is asking people to send in their old spanx, with the first 250 customers who do so being rewarded the Heist alternative for free.

The initiative is part of a wider campaign that promotes the new product as “Shapewear you won’t want to rip off” due to its breathable, comfortable and wearable design. “We spoke to hundreds of women, we read forums, we shared personal stories and a recurring experience kept coming up: the need to get out of and rip off the shapewear being worn under an outfit,” Heist remarked.

The negative stigma surrounding traditional shapewear is also translated in an OOH campaign launching across London which features imagery of redundant shapewear being ripped away to reveal Heist’s The Outer Body. The aim of the campaign is to get “people to understand the unnecessary discomfort and frustration around wearing shapewear by giving them the opportunity, in an open space, to physically rip it off,” explained the brand’s art director Lucy Gabbie. This is Heist’s first outdoor campaign since rebranding last October, therefore “the perfect opportunity to do something really subversive and bold,” added Gabbie.

The campaign follows a pre-launch marketing activity titled #NOTHANX which saw comedians such as Celeste Barber struggling whilst trying to squeeze into traditional shapewear in a series of videos posted online.

The Outer Body was developed under the helm of Heist Studios’ new VP of innovation, Fiona Fairhurst, who recently spoke to the Current Global’s Innovators podcast about how she is designing underwear by finding a balance between science and emotion.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more. 

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data Editor's pick Events product technology

Olay launches series of personalized beauty tech innovations at CES 2019

P&G-owned Olay is at the Consumer Electronics Show (CES) in Las Vegas this week announcing a host of products and services that aim to create a more personalized skincare experience for consumers.

The brand is announcing three major updates to its existing Olay Skin Advisor service that launched in 2016, as well as Olay Labs, a personalized software and beauty regime service, and the Olay FaceNavi Smart Wand, a beauty tech device that provides diagnostic skin treatments.

Olay Skin Advisor
Olay’s Skin Advisor

The Olay Skin Advisor initially launched as a low-tech solution to beauty recommendations which simply asked users to answer a short questionnaire online and upload a selfie. The newly updated version, currently rolling out only in the US, introduces the Olay Future You Simulation, the Olay Whips Simulator, and the Skin Decoder features.

The first allows users to visualize what their skin and face will look like in the future through different scenarios (such as daily SPF use or no SPF) to help them make better decisions on how to personalize their regime in order to prevent long-term damage; the Whips Simulator invites users to virtually try on products from the brand’s Whips line and display what their skin would look like as a result of using them; lastly, the Skin Decoder is a camera attachment to the user’s phone which delivers high-resolution imagery that allows for a detailed diagnosis and tracking of the skin over time. The technology is currently already in use in China for sales associates, as the brand is sold at department stores in the country.

Olay’s investment in evolving its personalized advice platform is a result of its huge success since launching in 2016, with the web-based application having been visited over 5 million times by customers.

Olay Labs
Olay Labs Moments device

In 2018, Olay lunched its personalization software Olay Labs, which aims to blend machine learning with human expertise to create a bespoke four-week skincare regimen. In order to achieve this the brand is deploys a an algorithm that can learn and adapt to the user’s skin in real-time and give it advise.

For 2019, it has announced plans to take this to the next level with the Olay Labs Moments, a device that will create bespoke products to the user, daily in their homes, by tracking their skin’s circumstances and reacting in real-time.

Olay FaceNavi Smart Wand
Olay’s Smart Wand

Lastly, also launching at this year’s conference is the Olay Smart Wand, which connects to a mobile app to offer consumers personalized diagnosis and treatment. The device uses electromagnetic technology to read the user’s skin and relay it to the app, which in turn creates temporary, dynamic programmable fields that help the device better drive skincare ingredients into the user’s skin, bespoke to their issues.

How are you thinking about product innovation? We’re all about finding you the perfect partners to do so.TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.