Beyond The Headlines: Lush goes galactic at Outernet, Shiseido Future University opens its doors

01 Dec 2023 --- This week, Lush unveiled an interstellar digital exhibit at the Outernet art district in London, UK. Arcade Beauty acquired Orlandi’s TruEssence business, while in Japan, Shiseido Company opened the Shiseido Future University.

Brand experiences
Lush unveiled an “otherworldly” experience for London, UK, shoppers visiting Outernet. The venue is an entertainment, arts and culture district opened in 2022 in the West End of London. It houses the largest digital exhibition space in Europe with the “world’s largest” LED screen deployment. The ethical soap brand created an animation, “The Intergalactic Universe,” displayed on Outernet’s 26k screens. The immersive experience, specially crafted for these colossal screens, offers a sensory journey through celestial wonders. This cosmic voyage extends across London with various activations located at Lush’s outlets, from scented murals to Fortnite brand features, aligning with the brand’s aims to connect with diverse audiences globally and digitally.

Lush unveiled an otherworldly experience at the Outernet entertainment, arts and culture district in London, UK (Image credit: Lush).Seven-year-old musical prodigy Miles Bonham, with an audience of 2.3 million Instagram followers, joined Colgate to craft an original two-minute song, “Brushin’ My Teeth,” designed for brushing routines. This collaboration stems from Miles’ viral toothbrush beat earlier this year, using sounds he made using Colgate products. The upbeat song, exclusively on Spotify and in Colgate’s “2 Mins 2 Fresh” playlist, aims to make brushing engaging for kids while promoting healthy oral care habits. Miles has published his creative process on his Instagram (@milesmusickid).

Business news and launches
Beauty solutions provider Arcade Beauty acquired Orlandi’s TruEssence business, including lab equipment and intellectual property, effective January 1, 2024. With this acquisition, Orlandi shifted focus from scented fragrance sampling strips while retaining other sampling products. Arcade Beauty is known for pioneering ScentStrip in 1979. Jorge Garcia, Arcade Beauty’s executive VP, highlights the synergy created and the move’s protection for their customer base. Orlandi CEO, Sven Dobler, sees the transaction as correcting industry overcapacity, allowing Orlandi to concentrate on other sampling technologies.

Shiseido Company inaugurated the Shiseido Future University in Ginza, Japan, on November 30, 2023, with Masahiko Uotani, chairman and CEO, as the founding dean. The university will offer specialized leadership programs, selecting candidates from Shiseido Group globally. The university’s logo, the Mirai Karakusa, symbolizes limitless human potential, evolving from Shiseido’s traditional motif, while its design concept is centered on fostering interactions, embracing diversity, and serving as a hub for learning and creativity in Ginza.

Rohrer Aesthetics, a provider of energy-based devices, teamed up with PDO Max to introduce PDO AfterGlo, marketed as the “first polydioxanone (PDO) topical serum.” This serum, infused with PDO powder and hyaluronic acid, targets fine lines, wrinkles and hyperpigmentation, aiding in skin rejuvenation. Certified by the US FDA, PDO naturally dissolves in the body, promoting collagen production over six to 12 months. The results are deemed effective when used alongside energy-based treatments, like Rohrer’s Pixel8 RF Microneedling, which enhances skin texture and reduces wrinkles. The collaboration aims to offer enhanced post-treatment solutions, elevating patient outcomes and expanding Rohrer’s treatment portfolio.

Shiseido inaugurated the Shiseido Future University in Ginza, Japan (Image credit: Shiseido).Nuxe unveiled a vegan and certified organic lip and hand skin care line featuring a lemon-meringue scent. Aimed at combating dryness in exposed areas like lips and hands, the Sweet Lemon trio promises moisture and softness while offering a sensorial experience. Results indicate the Lip Balm effectively eliminates tightness and nourishes lips, the Lip Stick smooths and moisturizes, and the Hand and Nail Cream deeply moisturizes and shields from external aggressions. The 100% natural-origin fragrance enhances the sensory journey of these non-oily, non-sticky products. The Lip Balm provides soft, protected lips, while the Hand and Nail Cream offers rapid absorption, leaving hands moisturized and prepped for manicures.

Miscellaneous highlights
Natura &Co announced Kristof Neirynck as the new CEO of Avon, succeeding Angela Cretu, who led the company for 25 years and will now support Avon as an advisor. Kristof, formerly Avon’s global CMO and managing director for Western Europe, brings expertise in business turnarounds and growth strategies. His vision includes evolving Avon into an omnichannel brand. Alessandro Carlucci, ex-Natura CEO, also returns as an advisor.

Symrise’s CEO, Dr. Heinz-Jürgen Bertram, and chief sustainability officer, Bernhard Kott, were honored with the “Sustainable Future Award 2023” on November 22 and recognized for their dedication to sustainability. Presented by F.A.Z.-Institut and Cision Germany, the award commends Symrise’s commitment to transparency in addressing environmental and social concerns. Symrise’s sustainability strategy and efforts along the value chain were lauded for their consistency and transparency, highlighted by ongoing communication and actions aligning with their pledges.

By Benjamin Ferrer