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Going clean According to the World Health Organisation, outdoor air pollution was linked to an estimated 3.7 million deaths in 2012. Brands’ green credentials have become increasingly important, and the appetite of consumers for environmentally friendly products peaked in 2015. Some of the biggest names in technology are embracing more eco-friendly designs for their products. This year, Samsung introduced a computer monitor made of 30% recycled plastic. It uses less energy than conventional monitors when it’s not in use. Electronics company LG launched a line of ‘green’ home appliances that use less energy and water than previous models, and Mercedes announced a new luxury car powered by hydrogen fuel cells. But companies are looking to be more creative than this. For example, the frst ecoATM launched in 2009, which allows users to exchange old electronics for cash. It also prevents the toxic materials found inside electronics from leaking. With cosmetics, much of the plastic is not getting recycled, while many personal-care products, when thrown out, may contribute to the chemical contamination of fresh and ocean water. Could a similar eco-cosmeticATM do the trick? Moving to the real world This year, online clothing retailer Asos set up changing rooms in London to allow consumers to try on clothes between 9am and 6pm. The option to let consumers try on products before they purchase them online is one of the efforts companies are making to bridge the divide between digital and physical shopping. The goal is to remove any barrier that would make online shopping diffcult, and accommodate consumers’ needs for instant gratifcation. Vending machines can also help bridge this gap. Vending machines have already been adopted by some cosmetics brands, but the trend is expected to truly fourish in 2016. Beneft Cosmetics strategically placed some vending machines in airports around the world. They solve a problem for women who may have forgotten or run out of certain make-up items, and non-Beneft users may try their products too. Words count A report from TMG Custom Media highlighted that 90% of consumers fnd custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. Mashable, meanwhile, reported that B2B companies with blogs generate 67% more leads per month on average versus frms that don’t blog. Nine out of 10 B2B marketers use content marketing to grow their businesses, using on average eight content marketing tactics to achieve their marketing goals. For the Content Marketing Institute, the most popular tactics are article posting (79%), social media (excluding blogs) (74%), blogs (65%), eNewsletters (63%), case studies (58%) and in-person events (56%). Just 16% of Americans believe that online ads are helpful for conversion, suggesting that organic content has more infuence on their fnal choice to buy. Furthermore, algorithm updates from Google are placing a premium on quality content over keyword optimization, suggesting that words are effective at capturing the heart of consumers. In beauty, L’Oréal does content well with its website Makeup.com. Presented as a beauty magazine, articles on the site feature high-end and drugstore hair and make-up brands, including those not only owned by L’Oréal. n n n November-December 2015 - N°24 - BW Confidential 127