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Just when you thought the pandemic could not cause any more problems, maskne has emerged underneath the masks of thousands of consumers. According to Google Trends, the terms “maskne” and “mascne” began appearing in searches tracing all the way back to March 29th. Japan’s English beauty magazine, The Tokyo Weekender, has even declared maskne as one of 2020’s most widespread skin care problems, making this menace also a potentially sizable market.

Maskne, a fusion of the words “mask” and “acne”, is a skin condition brought on by the prolonged use of medical face masks. According to medical dermatologist Harry Do, “Masks impose heat, friction and occlusion on the skin and when combined with a moist environment from breathing, talking or sweating, this is a recipe for breakouts.” This skin condition has been occurring to health care workers for years, with a study done in Singapore back in 2006 concluding that N95 masks resulted in an increase in acne in 60% of participants. …


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Dolce & Gabbana has been a brand declining in popularity within a saturated market of Italian branded luxury labels. The opportunity to enter into the Chinese market, a large emerging market within the industry, could have marked a new period of growth for the company. However, D&G blew this opportunity far before it began through a culturally insensitive advertisement targeted towards Chinese consumers.

The ad features a Chinese actress eating a variety of traditional Italian dishes with chopsticks, displaying Chinese subtitles below that read “Eat like this… This will make you feel like you were in Italy. But you are in China”. It is clear the campaign attempted to merge the Chinese and Italian cultures through the concept of food and eating. That being said, the ad received immediate backlash from Chinese and foreign consumers who believe that it plays into discriminatory Chinese stereotypes. During the peak of media outrage, racist messages were also released between designer Stefano Gabbana and a Chinese model, adding more fuel to the fire against the brand. …


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When McDonalds first opened its doors and drive through windows in 1940, very few foresaw the restaurant catching on. Cheap, low quality food did not seem to be a very prevalent threat to many other players in the food service industry. However, it has now grown into one of the largest restaurant chains internationally and prompted a revolution in the hospitality sector. Its success has also exposed a key consumer group never before identified — those craving instant gratification. Don’t want to wait for your food to cook? Don’t want to take the time to prepare a full course meal? …


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In recent years Gucci has soared to the top of luxury consumer’s minds and the forefront of fashion connoisseurs’ closets. The brand has managed to gain a cult following and a distinctive place within parent company Kering’s portfolio. However, will that all be enough collateral to back their latest venture?

Gucci has just announced that beginning Spring 2018, it will be going fur-free. A bold decision for a fashion house, considering that the fur industry rakes in $35.8 billion dollars annually in retail sales. That being said, more and more companies seem to be choosing ethical and sustainable alternatives throughout their operations, and the fashion industry is picking up on this trend. Other luxury brands have already taken this step before, including Stella McCartney and Giorgio Armani. Nonetheless, it remains a mystery as to why a fashion house would change it’s strategy at the peak of it’s success. …


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The success of LVMH, Kering and many others have proven that often luxury brands cannot compete with or prevent acquisition from large multinational corporations. With billions in revenue, there is very little stopping them from taking on any hot ticket brand. That being said, Burberry has managed to resist the often inevitable purchase from these firms. In fact, the company has managed to maintain positioning as a key player in the industry throughout the years while maintaining full ownership. Will Burberry’s luck run out? …

About

Megan Knight

An undergraduate student with a love of luxury and distinctive, unconventional marketing strategies.

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