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FIREFISH PRESENTS> The State of Beauty

Welcome to FIREFISH PRESENTS>, our new series that will explore different topics, showing how cultural narratives are changing and suggest what brands can do to stay contemporary and relevant.

This month, we have been looking at beauty and well-being. Whilst beauty continues to have a powerful role and impact on our lives, the cultural context in which it operates has never been more complex.  In a world of changing narratives about beauty and body image and developments such as the emergence of the conversation around gender fluidity, how do brands keep up? 

The first of our 3 films in this series, entitled “The State of Beauty”, looks at the changing nature of feminism and what brands need to do to genuinely show they are on women’s side, and that they understand and support contemporary women’s lives.

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Our second film focuses on people’s desire for transparency and simplicity, in both product and story, while also enabling them to interact and connect across touchpoints for a great, human brand experience.

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The third and final film in this edition looks at the divergence of wellbeing and beauty.

The new dialogue around beauty recognises the deep-seated emotional role products play in our lives, as a potential remedy to the complexity and stresses of life. Brands that will succeed in this new climate will not only address the physical, but look to address these emotional needs head on.

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