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New York-based skincare brand Dieux has launched Sun-Screener, an ingredient analysis tool designed to demystify sunscreen formulations for consumers increasingly wary of chemical UV filters. Users copy and paste their ingredients to a text box, and the platform breaks down active ingredients, helping users understand their sun protection products without the fearmongering that often dominates beauty ingredient discussions. Each fact includes links to supporting scientific literature.Dieux which doesn't yet sell a sunscreen of its own argues that 'clean' skincare brands and lobbying organizations have exploited healthcare concerns to drive sales through fear, particularly around chemical sunscreens with decades of safety data. Because, as Dieux points out: "the safest sunscreen is the one you use daily." TREND BITEWith misinformation continuing to erode consumer trust in established science, brands face a choice between capitalizing on fear or building confidence through education. Dieux's approach represents a shift toward transparency without terror tactics, addressing legitimate concerns about ingredient disclosure while affirming the safety of products that protect public health. Companies that can navigate the line between transparency and reassurance may find themselves building stronger, more informed customer relationships.
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Marketing and Advertising
Catch up on select AI news and developments from the past week or so. Stay in the know. Read the full article at MarketingProfs
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Marketing and Advertising
New York's Pier 36 has been transformed into an elaborate crime scene by Herms. The French luxury house's Mystery at the Grooms' activation runs through June 29th and invites participants aged seven and up to play detective in a theatrical quest to find missing horses a quest that cleverly disguises product displays as interactive entertainment.The experience centers around the Grooms' House, a meticulously crafted set where caretakers live alongside their equestrian companions until the horses mysteriously vanish into the brand's own merchandise. Participants must decode clues scattered throughout rooms that double as curated displays of Herms' sixteen métiers from leather goods to ceramics to ready-to-wear. It's an approach that makes browsing feel like an adventure, turning potential customers into active participants rather than passive observers.Mystery at the Grooms' debuted in Shanghai in December 2024; Tokyo, Singapore and Paris are lined up as the installation's next stops.TREND BITEThis gamification reflects a broader shift in retail, where brands increasingly compete for attention through experiential storytelling rather than traditional showroom displays. By embedding products within a narrative framework, Herms transforms what could be intimidating luxury browsing into an accessible treasure hunt. The free, family-friendly format democratizes engagement with a brand historically associated with exclusivity, while the hour-long sessions create focused, memorable interactions. Herms' detective game demonstrates how luxury brands can maintain their mystique while becoming more approachable creating stories people are happy to explore.
Category:
Marketing and Advertising
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