RooM Trend Reports come freshly produced on a weekly basis: they focus
on the big issues that help define our creative and visual futures.
Our specially tailored Reports cover subjects from business and advertising, to entertainment and the arts and
much more. From the thought provoking to the downright bizarre our researchers will find it, package it and post
it for free – if it’s trending of course.
Each week day, starting Monday, we post through our social media channels, daily teasers on that week’s Trend
Report, then on Friday we package up the whole Report and post it here along with a very useful summary and a
handy downloadable PDF. Enjoy.
4
OCT
2013
Male Grooming
No longer labeled “metrosexual” the use of specialist hair and skincare products has now become an accepted practice for many men and the market for men’s “beauty” products has grown massively over the last few years.
In fact, in 2012, the male grooming market was worth 2.6 billion dollars in the USA alone. So, it’s no wonder that magazines featuring images of men applying face cream or “booster serum” and also TV ads featuring men talking about the “torture” of razor burn, are becoming almost as common as those for female beauty products.
Dove Men+Care shows you how to avoid face torture
Credits: Agency: Ogilvy London. Production: Outsider
Dove Men+Care USA’s ad warning of the perils that men face when they wash their faces with soap, gets its message across by using a selection of real looking “everyday” men on the street.
Authenticity is key here because the target audience has to identify with the people in the ad.
Yet another example of why more and more advertisers are looking for images of real looking people.
See the AD: YouTube
Nivea helps American men to “silence the irritation”
Agency: DRAFTFCB
In this ad, Nivea Men USA use a comic approach to persuade it’s target audience to use Nivea sensitive skin products.
Using skin care products in this ad is simply common sense.
Although clearly over the top, this ad is a good example of how extreme facial expressions can be used to great effect.
TV AD: YouTube
Garnier’s Fake Beards
Credits: Publicis Communications Schweiz AG, Zurich for L’Oréal Suisse (Switzerland), Garnier Fructis Photographer: Billy & Hells
Garnier are using a series of clever portraits to promote their shampoo to men.
As well as being an eye catching and original visual idea, it’s a great example of a creative and conceptual approach to portraiture.
Beardvertising
Credit: Whit Hiler/Cornett IMS
Whit Hiler + Kentucky ad agency Cornett IMS have set up a Beardvertising site http://beardvertising.com that asks men if they want to get paid for having “epic” beards. 1,400 people have already signed up and the Dollar Shave club is one of it’s sponsors.
It’s all a bit of fun but it has been picked up by the biggest press and media agencies all over the world and goes to show that interesting looking people with character, can give images a huge amount of appeal.
WebSite: beardvertising.com
When life hits you in the face.
Credits: Agency DRAFT FCB, Executive Creative Director Dirk Haeusermann, Art Director Kristian Joshi, Account Director Thorsten Stoll, Planning Partner Gabrielle Bell .
In another Nivea TV ad but this time for the UK and aimed squarely at the more mature man which just goes to show that images of men in their 40’s and 50’s are just as popular with advertisers as the younger generations.
TV Ad: Youtube
Summary
Shooting tips from this weeks trend
- Images of Male grooming are becoming as popular as female beauty images with image buyers.
- From subtle to over the top, remember that facial expressions can be the key to a great image.
- Creativity is still king. Experiment with your compositions, you may not succeed every time but all you need is that one great image.
- Interesting looking people with character can be the most commercial subjects to shoot.
- When shooting people, don’t just think about 20 something’s and seniors. A huge amount of consumers, with a lot of spending power, are in their 40’s and 50’s.
Download PDF
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Hot Brief
Environment
05/09/2014 -
Environment, our latest Hot Brief – Caring for the environment and living an eco-friendly lifestyle still runs through advertising, but it's not all about recycling bins and green arrows, this is your opportunity to impress stock clients with innovative, everyday environmental ideas.
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Hot Brief
Leisure and Hobbies
07/08/2014 -
Leisure and Hobbies, our latest Hot Brief – we all pursue leisure activities and hobbies, and for top brands they convey life affirming concepts. Stock clients use this type on content on a daily basis, so get shooting.
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Hot Brief
Female rising
24/07/2014 -
Female Rising, our latest Hot Brief – brands are replacing stereotypes of women with images that represent the gender in a diverse and positive way, and our clients want the same from our photographers.
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Hot Brief
Exercise
10/07/2014 -
Exercise, our latest Hot Brief – images of self improvement and personal achievement through exercise are dominating advertising by the coolest brands and our clients are asking for them too!
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Hot Brief
Friends
25/06/2014 -
Friends, our very first Hot Brief – based on in depth client feedback, it's what they are asking for, time and again.
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Business and Technology
30/05/2014 -
This month we look at 5 tricks to achieving success business images.
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Kids in the Family
30/04/2014 -
This month we look at 5 trends focusing on children’s role in the family unit.
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Looking ahead in 2014 part 2
21/03/2014 -
5 more hot trends in photography for 2014
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Looking ahead in 2014
14/02/2014 -
We’re going to kick this year’s Trend Reports off with an overview of 5 predicted trends for photography...
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Christmas And New Year
17/12/2013 -
The Holiday Season has arrived. Here's 5 of the best ads.
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Families
4/12/2013 -
See how family dynamics are depicted in recent advertising
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Going Local: Asia
15/11/2013 -
See how advertisers use their own countries cultural and travel iconography to promote all kinds of products and services to consumers across the Asian continent
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Going Local:
Australasia
01/11/2013 -
Advertising with a local vibe is extremely popular. From instantly recognizable landmarks and travel icons to cultural nuances, leisure activities and tastes, sights and smells, Australasia can be captured for advertising in various ways.
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Celebrations
25/10/2013 -
With big annual celebrations like Halloween and Thanksgiving just around the corner, see how advertising loves a celebration.
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Going Local: America
18/10/2013 -
See how advertisers use their own countries cultural and travel icons to promote all kinds of products and services to American consumers
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Going Local: Europe
11/10/2013 -
European cultural icons and local people are used to great effect in huge ad campaigns and ads with a more personal touch. Check out this weeks top 5.
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Male Grooming
04/10/2013 -
See how advertisers avoid using the word “beauty” and the different ways they approaching a potentially sensitive subject.
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Healthy
Kids
27/09/2013 -
See how advertising is using fun, color, taste and education to promote a healthier diet for kids!
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Gardening
20/09/2013 -
See how advertising is using a simple pleasure like gardening and our connection with the natural world to promote a happier lifestyle.
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Child's
Play
13/09/2013 -
See how advertisers connect with adult consumers using images of childhood.
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Small
Business
06/09/2013 -
See how advertisers use images of real small business people to connect with consumers in a genuine down to earth way.
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Cycling
30/08/2013 -
This week we take a look at brands making most out of
the cycling craze to push their products. -
Food
Outdoors
23/08/2013 -
Eating outdoors, BBQs and picnics is nothing new but brands are focusing on the connection between dining outdoors and family. Here are 5 great trends.
