Emotional concepts need cultural context

Sep 01 2017 Published by neilgains under emotion

TapestryWorks have long used visual stimuli to capture the motivations and emotions associated with customer jobs, categories, brands and executions, and in a recent self-funded study we looked at the role of context, and specifically cultural context, in shaping the feelings of women about beauty. Read more »

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From Morning Lift To Nighttime Gift: Jakarta beauty routines

Jun 30 2017 Published by neilgains under brand essense

Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community to learn more.

In our earlier study, we learnt about a range of motivations that are important to Jakarta women and the beauty that they desire, including Confidence, Knowledge, Care, Belonging, Love, Fun and the desire to be (a little) Unique. In our latest study, we decided to look more deeply into these different motivations to understand how they relate to different aspects of women’s daily lives. Read more »

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Understanding Muslim Beauty: The endless growing opportunity

Apr 25 2017 Published by neilgains under Asia trends

What is the real opportunity for Muslim beauty? Let’s start with the numbers, which are truly impressive, before sharing  some research on what Muslim women want from beauty and the relationship between beauty and Muslim values. Let’s then look at one beauty brand that I think has been successful in capturing these needs and values, before putting Muslim beauty into a broader context of global beauty trends. Read more »

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Will 2017 be a Greener Year?

Dec 12 2016 Published by neilgains under Asia trends

Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.

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The rise of modern Muslim values

Nov 23 2016 Published by neilgains under book review

There has never been a better time to improve our understanding of Islamic traditions and Muslim values. Ignoring the current political climate in the US and elsewhere, the more important and long-term trend to know is the projection by PewResearchCenter that the number of Muslims in the world will increase from 1.6 billion in 2010 to an estimated 2.76 billion in 2050. The book Generation M could not be more timely. Read more »

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Feeling the Gap: Why goals matter for employers and brands

Apr 29 2016 Published by neilgains under archetypes

“Shall I compare thee to a summer’s day?
Thou art more lovely and more temperate:
Rough winds do shake the darling buds of May,
And summer’s lease hath all too short a date:
Sometime too hot the eye of heaven shines,
And often is his gold complexion dimmed,
And every fair from fair sometime declines,
By chance, or nature’s changing course untrimmed:
But thy eternal summer shall not fade,
Nor lose possession of that fair thou ow’st,
Nor shall death brag thou wander’st in his shade,
When in eternal lines to time thou grow’st,
So long as men can breathe, or eyes can see,
So long lives this, and this gives life to thee.”

(William Shakespeare, Sonnet XVIII)

Marketers have finally got the message and are paying increasing importance to the role of emotions in helping consumers make choices about brands. Decisions about brand, or more generally decisions about life, are not just about associating an emotion with a brand or company, but about associating the right emotion. William Shakespeare was right when he talked about the gap between reality and desire, between being hot and rough or fair and temperate.

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How to CHIME with System 1

Sep 07 2015 Published by neilgains under behavioural economics

Daniel Kahneman’s version of the division of the brain is gradually replacing the models, although it shares much in common with the older view of the “triune” brain. In the triune model there area three parts, the reptilian brain (home of the basic functions like homeostasis, breathing, feeding, sex), the mammalian brain (home of the emotions) and the neocortex (home of memory, higher level sensory processing and self-reflection and rational thinking).Daniel Kahneman’s System 1 is closest to a combination of reptilian and mammalian brains (survival and emotion) although it also incorporates some higher level sensory processing too. Read more »

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Celebrity Matching: Female celebrities and Muslim beauty

Aug 30 2015 Published by neilgains under Asia trends

As part of our work on Muslim beauty, TapestryWorks, ABN Impact and Zest Research Consultancy also looked at perceptions of local female celebrities using picture sets of around 30 celebrities in both Indonesia and Malaysia.

Figure 1 – Indonesia celebrity images

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The Feeling of Muslim Beauty: Is the beauty myth universal or do local truths prevail?

Jul 30 2015 Published by neilgains under Asia trends

The beauty every woman desires?

Much has been written about the rise of hijabers and the modernization of Muslim values. Many such perspectives interpret cultural changes through the lens of Western values, so what is the truth about modern Muslim women in South East Asia and what they feel about beauty? Read more »

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All The Trends You Can Eat

Dec 08 2013 Published by neilgains under Asia trends

Now is the time of year that everyone writes about trends for the coming year. I’ve read through several today and captured my top ten in the list below. Many of the trends come from the JWTIntelligence Blog and the Trendwatching website as well as a number of other disparate sources. Both linked sites are well worth reading. Read more »

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