Each week, Padilla’s Insights + Strategy team stands at the intersection of people, culture and brands to bring you five stories that you can read in five minutes.
1. Kylie Jenner sells part of Kylie Cosmetics
Kylie Jenner is selling 51% of her makeup and skin care brand, Kylie Cosmetics, to Coty for 600 million dollars. Why should you care? Coty is trying to reignite their sales. Buying Kylie Cosmetics does not only give them the products and the rights to the name, but they get access to Jenner’s 270 million social media followers and a direct line to a younger audience that they have struggled to reach. Brands like, Glossier, Honest Beauty, and Huda Beauty are all succeeding because of their massive online following. This move by Coty shows just how much the marketing landscape has evolved in the past few years and how critical social media has become to cosmetic sales. [Reuters]
2. The Motorola Razr is back
Everyone’s favorite cellphone from 2004, the Motorola Razr, is coming back and with a hefty price of $1,500. Why should you care? The Razr became popular in 2004 due to the fact that it could fit in your pocket with no issue. Today with iPhones getting larger Motorola is banking on size resurging as a desirable attribute. The new Razr will be one large screen that can be folded in half — so not exactly a replica of the 2004 model, but will still look and feel retro compared to modern phone designs. However, the appeal is expected to come from concerns about device addiction and remembering when digital balance simply meant closing your Razr. Nostalgia, simplicity and the act of disconnecting might be what makes the Razr everyone’s favorite cellphone of 2020. [Washington Post]
3. EasyJet is going carbon neutral
European airline EasyJet has announced that they will be the first major airline to operate net-zero carbon flights. Why should you care?
With the rise of awareness and the threat of climate change, airlines are being put under the microscope to adjust their way of business. Environmental activists say that air travel is among the top 10 emitters of CO2. EasyJet will achieve this commitment by offsetting carbon emissions from the fuel used during its flights through forestry, renewable energy and community-based projects. While requiring a financial investment, forward-thinking airlines know this is likely to pay dividends in customer loyalty and public goodwill as consumers demand companies do their part to curb climate change. EasyJet is smart to establish themselves early as an environmental leader in the competitive airline industry. [CNN]
4. Bird is trying to get you to wear a helmet
Bird, one of the electric scooter rental companies, is trying to get their users to wear helmets. Why should you care? In the past, Bird had tried to hand out free helmets at events, but they did not see the number of helmet wearers increasing. Why did Bird’s first try not work? Customers want a justification of effort such as, “If I wear my helmet, then I will get a free ride”. Now, after each ride, the app will invite the user to take a selfie with your helmet on. The photo can then be posted on the app or to social media with the hashtag, #BirdHelmetSelfie. (Machine learning will verify if the rider is actually wearing a helmet.) As a reward, users will receive incentives including future ride credits. This is a good reminder for companies trying to change consumer behaviors: when asking customers to perform an action for the brand, they should be able to answer on the onset what their customer will get out of it. [The Verge]
5. Concerts are the most popular events at arenas
At large stadiums, concerts are more popular than sporting events. Why should you care? Until recently arenas could rely on sports teams to fill seats on a regular basis. According to the Oak View Group, an arena can generate twice as much net income from hosting a concert than a National Basketball Association or National Hockey League game. Now, the Oak View Group is planning to open eight new arenas in the next six years, six of which will not include sports teams. Even though people have access to more music instantly than ever before because of streaming, it is telling that experiences like concerts are still so popular. This shows that people still crave communal, thrilling experiences where they can share something they love with other fans. Brands should consider how they can tap into the fan experience either through their own products or via strategic (and authentic) partnerships. [Wall Street Journal]
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