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Mami Wata makes sun protection accessible with a touch of humour

Mami Wata Bald Faces, Brazil

Brazil – Suncare brand Mami Wata is using humour and nostalgia to highlight the often-overlooked importance of scalp protection.

In its latest campaign, developed with agency Artplan, the brand adopts a retro infomercial style to target bald consumers with a tongue-in-cheek offer: scan your ‘face’ – referring not to facial features, but to the wrinkle-like shapes often found on the backs of bald heads – to receive a coupon code for two sunscreens for the price of one.

The campaign is light-hearted and playful in execution, but communicates a crucial message to those most at risk of scalp sunburn. ‘Our challenge was to communicate a serious health issue in a way that felt human and approachable,’ explains Rodrigo Almeida, chief creative officer of Artplan. ‘We believe that humour, when used with care and empathy, can be a bridge to real awareness and change.’

Blending satirical storytelling with cultural awareness, the campaign moves away from fear-based health messaging and instead reframes SPF use as both necessary and accessible. As suncare brands continue to embed protection into everyday behaviours, Mami Wata’s scalp-focused activation reflects a broader shift towards personalised, creative health communication.

For more on how brands are increasing awareness of sun safety through innovative methods, read our Future Forecast 2024: Beauty report.

Strategic opportunity

Explore the potential of humour and cultural insight to transform traditionally overlooked categories, like suncare, into more approachable, personalised and health-conscious solutions, making essential protection an integral part of daily life

The Wizard of Oz at The Sphere uses generative AI to re-imagine a classic

US – Launching in August 2025, The Wizard of Oz at the Sphere will transform the 1939 classic into an immersive spectacle using cutting-edge generative AI. Set inside Las Vegas’ colossal Sphere venue, the re-imagined film will envelop its 17,600-seat audience in a 16K resolution, 160,000-square-feet visual experience.

The project unites Google DeepMind, Google Cloud, Sphere Studios, Magnopus and Warner Bros Discovery, using AI models Veo, Imagen and Gemini to upscale footage, outpaint missing frames and generate performances – all without adding new dialogue or music.

‘We’re working with Sphere Studios, Magnopus and visual effects artists around the world, alongside our AI models, to effectively bring the original characters and environments to life on a whole new canvas – creating an immersive entertainment experience that still respects the original in every way,’ said Buzz Hays, the global lead for entertainment industry solutions at Google Cloud, in a press release.

In our Archi-tainment report, we analysed how a new generation of transformative structures focused on next-level entertainment experiences like The Sphere are set to influence commercial, public and third spaces.

Google, US

Strategic opportunity

Consider creating branded experiences that blend nostalgia, IP and cutting-edge tech. Think pop-ups or events where AI re-imagines a classic campaign, product launch or cultural moment

Stat: US teen beauty spending soars as Gen Z embrace fragrances and skincare

Jay Chou for La Mer, Taiwan

US – Teen beauty spending is on the rise, with Piper Sandler’s Taking Stock With Teens 2025 report revealing double-digit year-on-year growth, particularly in fragrances and skincare.

A survey of 6,455 US teens across 43 states found fragrances to be the fastest-growing category, with teen boys increasing their annual spending by 44% to £96 ($127, €112), surpassing girls’ average of £81 ($107, €94).

Daily fragrance use rose significantly, with 53% of boys and 78% of girls applying scent daily – up from 43% and 66% in 2023. Jean Paul Gaultier and Versace topped teen boys’ fragrance preferences, while Bath & Body Works and Sol de Janeiro led among girls.

In skincare, CeraVe remains dominant across genders, with 52% of boys and 32% of girls naming it their go-to brand. Sephora retained its lead as the top beauty retailer for teen girls, while Amazon led among boys.

Our Three Key Takeaways From NRF 2025: Retail’s Big Show and World Retail Congress 2024: Community Commerce reports unpack the co-creation and phygital experience strategies brands need to employ to tap into the Zalpha economy (the youngest Gen Z and oldest Alphas).

Strategic opportunity

Beauty brands should tap into young consumers’ growing investment in fragrances and skincare by developing affordable, age-appropriate products while prioritising community loyalty programmes and experiential retail experiences with co-creation opportunities