Here - CPL Aromas

foreCASt
Trend magazine
spring summer 2011
FORECAST : 2011 CONSUMER LIFESTYLE TRENDS
FUTURE
LIFESTYLE
TRENDS
As part of CPL Aromas inventive approach to trends and what’s happening in our
everyday lives, in each issue of FORECAST we will delve inside the mindset of the
most cutting edge trend agencies on the planet, to give you a snapshot of
the lifestyle and consumer trends to watch out for in the future.
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THE FUTURE LABORATORY
A trend agency recognised internationally for its innovative approach to trend forecasting &
consumer insight. Working with brands such as Vogue, L‘Oréal, Louis Vuitton, myspace,
Miss Selfridge, Toyota, Nokia and Unilever, The Future Laboratory creates daily, weekly and
quarterly news feeds, reports, strategy documents and brand audits to keep marketing strategies
on track and give brands the future. www.futurelaboratory.com
Rough Luxe, London
Olde Bell, Berkshire
ROUGH-LUXURY
ROUGH LUXURY
A new way of looking at luxury during the current downturn and beyond. It’s a movement to almost remove luxury
from visibility. Wealthy consumers now wish to be inconspicuous and are turning to austerity in the new economic
landscape. Hotel and retailers that focus on rarity, rawness and the use of artisan techniques in their décor will be
the winners.
The “Rough Luxe” hotel in London, designed by Rabih Hage and the “Olde Bell” in Maidenhead, designed by Ilse
Crawford, both use pared-down design in a quiet and individual way. Rough luxury is also moving into consumer
products. Exclusive online retailer Net-A-Porter now delivers customer purchases in no-logo discreet packaging.
TRENDWATCHING.COM
An independent and opinionated trend specialist website, scanning the globe for the most
promising consumer trends, insights and hands-on business ideas. www.trendwatching.com
NOWISM + INSTANT COMMERCE
Consumers ingrained lust for instant gratification is being satisfied by a
host of novel, offline and online real-time products, services and experiences.
Consumers are also contributing to the real-time content (think Twitter) and
as a result, brands and business will have no choice but to mirror and join the
‘NOW’ club in all its splendid chaos and realness.
INSTANT COMMERCE concepts are initiatives based around alerts, pop-ups,
vending machines, and linking instant information (via Twitter and real time
alerts) to instant buying. BakerTweet in Londons East End, is a real-time way
for busy bakers to tell the world that something fresh has just come out of the
oven. Followers and customers get a Twitter alert to tell them that its bun time!
www.cplaromas.com
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FORECAST : 2011 CONSUMER LIFESTYLE TRENDS
LI EDELKOORT
Li Edelkoort of the Trend Union, based in New York and Paris is one of the world’s most famous trend
researchers. She analyzes moods, fashions and feelings and translates them into trends and global
exhibitions. As an industry consultant and collaborator, she has huge impact on the products of tomorrow.
Here is a snapshot of some of her design and textile predictions for 2011.
evanescent elegance
In a wish to vanish into thin air, fashion becomes layered, fluid and blurred.
Elegance and simple beauty emanate from within our soul, hovering while we
walk, enveloping us like a cloud. The desire for discretion, to disappear into the
clouds evokes the desire in design to go unnoticed.
White, invisible layers in organdy and linen, discreet plain cottons in tone on tone.
The crisp white shirt replaces the white t shirt. Plain, light, simple sequins. Matt &
shiny linen & taffeta, soft crinkles in whites and greys. Faded, washed out colour,
mother of pearl. Floating, flowing cotton and poplin shirts.
watercolour floral
Lazy moments in the garden & frolicking with nature. Water colour images and
diluted patterns.
Nursery rhymes, the garden of delights. Hand painted florals, blurred blooms
and bud designs. Watery prints, multiple prints. Heavy tweeds, viscose and
silks. Strong pastels in blue, pink, green and orange.
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MAISON&OBJET Observatory
MAISON&OBJET is a leading European Interiors fair and its bi annual, limited edition trend book ‘Observatory’
is an essential tool for the fashion, home ware and decoration trade. The Observatory brings together style
agencies, journalists and trend experts such as François Bernard, Elizabeth Leriche and Vincent Grégoire
from NellyRodi. Styles, materials, forms, colours, fashion, home and decoration are meticulously screened and
presented in the trend book. The theme at this year’s fair was ‘Cohabitation. An influence for 2010/2011’.
TRANSCULTURES by Elizabeth Leriche of
the Elizabeth Leriche trends agency.
“Imaginary geography erases the barriers and
frontiers between near and distant lands. The
culture of some countries enriches the practices of
others to produce transcultural aesthetics of world
objects, which convey a unique and special story.
Sharing cultural differences enriches creativity; art
and design brings diversities and know-how together. A journey which redefines the otherness and
identity of Elsewhere.”
Transcultures in a few words:
Craft, crossover, global, singular, diversity, meeting,
folk, know-how, local, chance, brash, bright, neon
lights of Las Vegas and its suburban fairgrounds.
LA COOPERATIVE
by Vincent Grégoire
for NellyRodi.
“Social micro-practices reject withdrawal and focus
on attitudes of solidarity and mutual help.
Cooperative, associative or participative modes put
humans back at the heart of the system. People
stack, build up a fresh and optimistic style on the
basis of variable geometries. Energies are pooled
together to make the future. There is a return to
sharing. Communal gardens and cooperative
apartments are increasingly common. Initiatives of
this type are becoming more numerous all the time.”
La Cooperative in a few words:
Community, collective, combinatory, exchanging,
repairing, combining, modulating, stacking,
compartmentalising, plugging, binding, customising.
www.cplaromas.com
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FORECAST : 2010 SUMMER BEAUTY UPDATE
Summer Hair & Beauty
coming to a highstreet near you this summer.
Face
lilac & pastels
Lilac lids are ‘the’ shade this Spring
and add a delicious tone to dewy
skin.
versace
christian
dior
hair
cynthia
rowley
derek lam
marios
schwab
head for heights
Reach for the hairspray with birds nest
quiffs, buns & elegant top knots.
lanvin
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vera
wang
l’wren
scott
Face
statement accents
Make a statement with juicy ruby red lips or
go for the smokey, decadent eye to make
an impact.
luella
roberto
cavalli
christopher
kane
D&G
lanvin
Face
neutral
Bronze swept lids add
a touch of the Warrior
to a summer face and
bleached eyebrows will be
making an appearance.
Not everyone can get
away with this look, but
if you’re brave, go for it!
diana von
furstenburg
hair
givenchy
ponytails & plaits
Wear loose to frame the face or fish
plait a ponytail for an edgier look.
prada
alexander
wang
diana von
furstenburg
www.cplaromas.com
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FORECAST : A LIFE IN FRAGRANCE
What qualities do you need
to succeed as a perfumer?
“Lots of patience, perserverance,
good odour memory and an
ability to balance creativity
with ideas and feedback .”
PERFUMERY
Which fine fragrances
do you wish you had created?
“Un Jardin Sur Le Nil by Hermes,
Cabaret Gres and from the
classics; Aramis and Coco
Chanel.”
Beverley
Bayne
How do you define fragrance?
“If one of my creations can put a
smile on a consumers face, then I’m
a happy perfumer. More technically,
a fragrance is a complex blend of
aromatic materials from natural and
synthetic sources that is aesthetically
pleasing and performs in the product
it was designed for.”
Beverley in the CPL Aromas
fragrance laboratory.
Career choice if you
weren’t a perfumer?
A secret we don’t know?
“My teenage dream was
to be a vet. Yes, I read all
the James Herriot books!”
“I obtained my motorbike
license in 1985.”
LIFE
CPL Aromas award winning
perfumer, Beverley works
as part of the UK perfumery
team. Here she guides us
through her life and world
of creative inspirations.
Life motto?
“To live life with no regrets.”
What are your main creative
inspirations?
“Nature is my biggest inspiration - I love
being outdoors watching and learning.
Also food and cookery - desserts and
South Indian - are a great influence on
my perfumery; and vice versa, my
perfumery inspires my cooking. At the
moment, I love experimenting with
lavender, rose and geranium.”
INSPIRATIONS
Favourite places in the
world?
“I love the Kerala region of India.
The scenery and smells are mind
blowing, especially the view
over the tea gardens. Closer to
home, I love bluebell woods and
Mantles Heath in Northamptonshire. The view is breathtaking
across the quintessential English
countryside and its villages.”
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www.cplaromas.com
If you could live in any age in history, when
would it be?
“Not very far back actually. I’d like to have been born
just 10 years earlier as I love the music of the 1960’s and
70’s, particularly Pink Floyd, Yes and Black Sabbath.”