TikTok Shop has quietly become one of the most powerful forces in beauty retail. 

During last year’s Black Friday, it generated over £79 million in sales and hosted more than 30,000 livestreams, proving that live selling has moved from side experiment to central strategy. 

Beauty brands were among the first to see its potential because no other format lets them demonstrate, educate and connect with audiences in real time. But the opportunity is now far bigger than driving impulse purchases. Live selling has evolved into a place where brand storytelling, product discovery and purchase happen in the same moment. 

Brands are in a ‘consumer attention’ era, where competition is fierce, and to make an impact you need more than just visibility. Brands need to create authentic consumer moments that matter. In a world where consumers are constantly bombarded with noise, simply having a brand isn’t enough. Consumers want experiences and moments that make them feel something real. That’s where brand activation comes in.

Unlock brand growth by understanding consumer behaviour. This article shows how creative insights drive data-driven creative and a powerful content strategy. Build emotional connections, not just clicks, to foster lasting loyalty and measurable revenue. Move beyond metrics to meaningful, sustainable success.

If there’s one word dominating every marketing and procurement conversation in the F&B sector right now, it’s efficiency. 
With 2026 budgets under pressure, and many teams facing either cuts or static spend for 2026/27, the challenge isn’t just how to stretch budgets further. It’s how to keep delivering standout campaigns, new product launches, and always-on brand storytelling without compromising on creativity or results.

In a challenging market, ‘vanilla content’ isn't enough. We believe that scientific creativity, driven by a deep understanding of data, empowers bold and innovative brand content creation. 

Discover how our approach, from concept to activation, delivers demonstrable ROI and sustainable growth for your brand.

Gen Z commands over £360 billion in global fashion spend, yet their path to purchase is fundamentally different. This generation blurs discovery, inspiration, and buying into a single scroll, demanding content that's culturally relevant and platform-native. Traditional campaigns can't keep up with the lightning speed of TikTok trends and Instagram Reels. To win Gen Z's attention and drive sales, brands need digital fashion content creation that is insight-led, fast, and purpose-built for each channel.

Struggling to capture the attention of Millennial and Gen Z foodies? These digital-native consumers have a new set of rules, prioritising authentic connection over traditional advertising. Discover the data-driven strategies and creative approaches needed to bridge the great divide and turn fleeting trends into lasting loyalty.

In today’s travel market, a flight is no longer just a flight, and a hotel room is more than just a place to sleep. Modern travellers, particularly Millennials and Gen Z, are driven by a desire for memorable experiences over material possessions. This fundamental shift has given rise to the ‘Experience Economy’. Where the memory of the experience itself becomes the product. For travel and leisure brands, this means the key to winning bookings is no longer just about price or convenience; it’s about selling a feeling.

In the age of instant gratification, ‘now’ is the new normal. Consumers can have almost anything delivered to their doorstep in minutes, from a gourmet meal to a pint of ice cream. This on-demand revolution has reshaped the food and beverage industry, creating a fierce battleground where speed is king. But this relentless focus on speed has created a dangerous pitfall for brands: The Convenience Trap. 

In today’s fast-paced social media landscape, Food & Beverage brands face a tricky balancing act: joining viral trends can boost visibility, but chasing every fleeting meme risks diluting brand authenticity. The key lies in strategically leveraging trends to enhance, rather than overshadow, your brand’s story, ensuring cultural relevance while building lasting consumer trust.

You’ve probably heard the term "virtual production" (VP) buzzing around, especially after seeing the stunning, otherworldly landscapes in series like The Mandalorian. But this technology isn't just for big-budget Hollywood productions anymore. 

It's a game-changer for brands, marketers, and creative agencies, revolutionising how content is made. 

The hypnotic glow of a screen, the almost involuntary flick of a thumb, scrolling until something, in a fleeting moment, breaks the pattern. This is the moment every marketer lives for – the “thumb-stop”. For years, achieving this digital pause has been the holy grail in the battle for eyeballs. Now, we’re deep into the ‘attention recession’ an era defined by an overwhelming flood of content, sophisticated consumer filters and genuine digital fatigue. In this landscape, where true focus is the scarcest resource, simply stopping a thumb is a critical first step in audience engagement, but far from the finish line.