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Isamaya Beauty’s new BDSM-inspired campaign with Julia Fox

Industrial 2.0 Campaign by Isamaya Beauty, featuring Julia Fox, draws its visual and cultural cues from the BDSM subculture, aiming to celebrate non-conformity and individuality

Global – Beauty talent Isamaya Ffrench’s eponymous brand Isamaya Beauty has launched a new campaign starring actress Julia Fox and model Richie Shazam that takes its visual and cultural cues from BDSM subculture. The campaign features Fox suspended in the air in a vaccuum-pack seal as two figures clad in latex suits approach her. Both carry a suitcase of steel tools and an eyeshadow palette before grabbing Fox's face to apply make-up on her.

This campaign comes one year after Isamaya Ffrench launched her brand, which included a series of penis-shaped lipsticks. These phallic inspirations, however, have been elevated to the next level with this new campaign. ‘This collection is all about celebrating and finding power in non-conformity, exploring individuality and owning it,’ Ffrench told Dazed Beauty. Fox’s previous history working as a dominatrix in the BDSM world and her love for the brand made her the perfect fit for this campaign.

A far cry from the hyper-sexualised content of the 1990s, this campaign accurately depicts and celebrates the BDSM subculture – kinks and all. In Five Beauty and Wellness Brands Exploring Extremes, we looked at how brands are going to bold and daring lengths to capture their audiences. Isamaya Beauty’s campaign expands the visual limits of such work.

Strategic opportunity

The concept of ‘sex sells’ no longer stands the test of time, and brands that wish to use highly sexualised imagery have to consider how to execute their vision while being inclusive, thoughtful and considerate of its impact

New Blok gym combines exercise and experience

BlokSpace, Leyton, London

London – UK fitness company, Blok, known for its focus on design-led spaces, has opened a third London location in Leyton named BlokSpace, featuring resident artists and hosting regular exhibitions.

Describing itself as a ‘living installation housing a special programme of classes and art’, the resident artists are part of FluxSpace, an interdisciplinary art collective combining mainly dance, music, visual art and photography. Even the brand’s language adopts a more artistic bent, referring to a curated and edited selection of classes on offer. These include the brand’s most popular classes and instructors, ranging from Floor Barre and Blokfit to pilates, sculpt and yoga.

The aesthetic of the brand’s spaces is minimal and aimed at promoting mental as well as physical wellbeing. Incorporating an art-focused element only serves to highlight how the fitness and gym sector is looking to address all aspects of health and not just the physical ones, as we analyse in Retail Therapy and Exer-tainment.

Strategic opportunity

The commercial fitness sector understands how gym visits can become more holistic experiences; in a time-pressed – and financially challenging – world, explore how The Awe Economy can be applied to your sector in order to add value

US consumers making over £78k per year still shop at the dollar store

US – According to new data published by InMarket, which tracks retailer foot traffic, even consumers earning over six figures love a good deal. Compared to the second half of 2022, the agency reports a 4% average increase in the share of dollar-store visits this year among those making more than £78.8k ($100k, €91.6k). Morning Consult even reports that households with six-figure incomes are 15% more likely to say they would shop at discount stores than they were in June 2022, rising from 39% to 45%.

Inflation and the cost of living crisis could have affected the stigma surrounding visiting a dollar store. Michael Liersch, a consultant from Wells Fargo, told The Wall Street Journal that wealthy Americans who used to view discount stores as not for them are changing their mind. He says: ‘These days, it’s about making the most of your money and not getting ripped off.’

Walmart has seen the same wealthy clientele walking through its doors. ‘Share gains in grocery continued, including from higher-income households, as our strong price gaps resonate with customers who are increasingly prioritising value and convenience,’ Walmart executive vice-president and chief financial officer John David Rainey said in May 2023.

In Uneasy Affluence, we previously analysed how a collective backlash against ostentatious spending is fuelling new anxiety among luxury consumers. The same clients are now entering discount stores, luxury handbags in hand, to buy produce. Ultimately, as a McDonald’s executive making over six figures told The Wall Street Journal: ‘A carrot is a carrot.’

Sweetgreen, US

Strategic opportunity

Everyone loves a bargain, even high-net-worth individuals who enjoy the extra zing and nostalgia that come with a visit to the dollar store. Businesses should not forget that part of the US middle class is squeezed by high inflation and is no longer ashamed to use a promotional code or coupon for the right product

Stat: Sports’ future is hand-held due to Gen Z’s consumption habits

Nike, Global

Global – A new study from OnePoll commissioned by Vizrt on Gen Z as sports fans shows that the young generation are engaging with sport content in new ways. Some 67% of Gen Z say they prefer consuming sports content on their phones while on the go. In comparison, only 54% of Millennials surveyed and 23% of Gen X claim to do so. Although watching live sports on television remains the top choice across all demographics (76%), only 1% of respondents said they would go to a sports bar or pub to watch a game live.

Glued to their phones, 71% of Gen Z respondents said they watch sports content on social media often or very often. Short videos seem to be their favourite format as Gen Z prefer to watch sports highlights 23% more than other demographics. Many only watch a full match or game from start to finish often (54%) or sometimes (18%).

‘There’s a drastic shift in how the younger demographic are interacting with, and consuming sports content,’ says Pino Barile, head of sport USA at Vizrt. ‘To truly keep these fans engaged, broadcasters must adapt their content for the younger generation’s viewing habits. Millennials and Gen Z want shorter, snappier content they can watch on the go, but that is rich with AR graphics, real-time data and exciting analysis to feel fully immersed in the game.’

As explored in our Digital Fandom Market report, consuming online content has prompted new behaviours, from fans paying for exclusive content to immersive interactions in extended reality. To engage with and create a community of Gen Z fans, brands could find inspiration in the sports content they watch religiously on their phones.

Strategic opportunity

Consider how to supercharge your current content marketing strategy with a focus on making your short videos snappier and more interactive. Experiment with AR filters and interactive tools while keeping your content informative and ending with a real takeaway to keep your viewers engaged from start to finish