Posts tagged with "Guardian"

‘Her biggest challenge will be credibility’: Can Jennifer Aniston conquer skincare?

Septembr 8, 2021

The question is not, which celebrity is launching a skincare line this year, but who is not? Jennifer Aniston is set to launch her own beauty brand, LolaVie, on September 8. But can even the über-popular star of Friends and The Morning Show make it in the ever-more-crowded celebrity beauty space?

The competition is fierce, with Ariana Grande, Hailey Bieber, Kim Kardashian and Harry Styles all rumored to be following Rihanna, Jennifer Lopez, Kylie Jenner and Alicia Keys into the skincare market, The Guardian reports.

Initially at least, fans buy into the celebrity brand as much as the products themselves. “Fans of Hailey Bieber, who’s in her early 20s herself, care more about buying into Hailey and her ‘cool girl’ status than product efficacy,” says Allison McNamara, founder of beauty company Mara.

But that doesn’t make for a solid long-term strategy. The road to Goop levels of success isn’t always obvious. “Celeb endorsements are a dime a dozen: you can’t build a brand off of that,” Jill Manoff, editor-in-chief of beauty website Glossy told The Guardian, adding, “Aniston’s biggest challenge will be credibility. She has access to the greatest dermatologists, cosmetic physicians. Her skin is not the result of some over-the-counter products.”

Manoff says Aniston would benefit from linking up with a dermatologist. “Selling herself as the expert would be a challenge.”

Credibility in the beauty world comes from independent (often called “honest”) product reviews online and social media engagement, says Manoff, and celebrities need to ensure they are establishing fans of the brand rather than fans of themselves.

Aniston’s fanbase, says McNamara, “is older than Bieber’s, which makes it even more challenging because her products need to work. Women in their 40s know good skincare and know when it’s working (and when it isn’t).” She says they are looking for “products that visibly improve skin concerns such as wrinkles, sagging and aging”.

There is one thing Aniston has got right even before launch, however. “Brands that don’t name themselves after the celebrity have more staying power,” McNamara told The Guardian. The challenge will be making LolaVie known separately from Aniston’s celebrity. “In terms of longevity, only time will tell.”

Research contact: @guardian

Font of wisdom: A new typeface called ‘Sans Forgetica’ boosts memory

October 5, 2018

Does your memory serve you well? If so, then you probably have what it takes to succeed in school and in many business specialties—where retaining facts, rules, and ideas is an essential skill.  However, if you need a GPS to get down memory lane, then you just might be interested in the latest research findings out of Australia.

At Melbourne-based RMIT University , academics from different disciplines announced on October 3 that they have collaborated on the development, and testing of a text font called Sans Forgetica that is scientifically designed to help readers remember their study notes.

About 400 RMIT students recently participated in a study of fonts that found a small increase in the amount of material they retained, depending upon how it appeared on the page57% of text written in Sans Forgetica compared with 50% in a plain Arial.

Stephen Banham, an RMIT lecturer in Typography, said in a university release, “It was great working on a project that combined research from typography and Psychology; as well as the experts from the university‘s Behavioural Business Lab.

“This cross pollination of thinking has led to the creation of a new font that is fundamentally different from all other font. It is also a clear application of theory into practice, something we strive for at RMIT,” he said.

The new font slants to the left and has gaps in each letter—creating a level of difficulty that jogs the memory. Indeed, the font was developed using a learning principle called ‘desirable difficulty’, in which an obstruction is added to the learning process that requires readers to put in just enough effort, leading to better memory retention to promote deeper cognitive processing.

Senior Marketing Lecturer (Experimental Methods and Design Thinking) and founding member of the RMIT Behavioural Business Lab Dr. Janneke Blijlevens said typical fonts were very familiar.

“Readers often glance over them and no memory trace is created,” she noted.

However, if a font is too different, the brain can’t process it and the information is not retained.

“Sans Forgetica lies at a sweet spot where just enough obstruction has been added to create that memory retention.”

She notes that Sans Forgetica has varying degrees of ‘distinctiveness’ built in that subvert many of the design principles normally associated with conventional typography.

These degrees of distinctiveness cause readers to dwell longer on each word, giving the brain more time to engage in deeper cognitive processing, to enhance information retention.

Banham, who has created about 20 fonts, told the Guardian that the typeface would be best used for short texts.

“God no, you wouldn’t want novels printed in it, it would probably induce a headache,” he said.

The font took about six months to develop and there were three different versions tested.

Now, the university said, Sans Forgetica is available free to download as a font and Chrome browser extension at sansforgetica.rmit.

Research contact: stephen.banham@rmit.edu.au