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ANTENNAE TREND REPORT
THE HOME SERIES
PART TWO: THE BEDROOM
© 2010 NewEdge Consulting Limited
THE BEDROOM This issue explores how many of our daily tasks are converging, and how our increasingly hectic lives are resulting in us seeking solutions to make the time in our bedrooms more efficient, relaxing,and enjoyable.
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CONTENTS
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FOCUS 06 24/7 Lifestyles Finding more hours in the day leads to less hours at night
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FEATURES 10 Electric dreaming How technology is invading our bedrooms and changing our lives 18 Getting ready Our morning routines are moving more into the bedroom
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28 Intimate innovations The sex industry – from seedy and secretive to the mainstream SPOTLIGHTS 16 Helios 22 Electrolux Clean Closet
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26 B3 Tuyo 32 Betty Beauty
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Our lifestyles are increasingly hectic, and as a result we are staying awake for longer and staying busy later. Opportunities exist for brands that can help us relax and sleep, as well as make our daily tasks more efficient.
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24/7 lifestyles Finding more hours in the day leads to less hours at night
People want to spend a lot more of their time in bed. A luxurious day in bed with no work, no pressure and no hassles is seen as a real indulgence. The bed is the one place people really want to be – it’s the one place they can really rest and relax. However, with increasingly busy lifestyles there has been a shift in sleeping patterns. 8.5 million Britons now sleep for as little as four hours a night, and 1.5 million exist on as little as three and a half hours sleep a night. That equates to a shift of 90 minutes less from a generation before (Nytol). Researchers have also found that a quarter of adults don’t climb into bed until midnight, and one in ten are still awake at 1am (Crampex). With increasingly less differentiation between night and day, and weekday and weekend, adults are increasingly spending their late night’s doing chores that they couldn’t find the time to do during their hectic days, with many spending time on the internet, doing their shopping, online banking and emailing. It is predicted that by 2020, 13 million Britons will be economically active during the hours of 6pm and 9am compared with 7 million today (Nytol), and indeed a study by Mint suggests that 15% of our shopping takes place during those hours. Our 24 hour lifestyles of work, play and shopping is having a large impact on our sleep. 6|7
The trend is only likely to continue as the youth of today are even more immersed in technology. Mobiles, computer games and televisions are common features of children’s bedrooms, with studies showing that those with TVs in their bedroom spend longer watching – resulting in approximately 45 minutes less time per day sleeping. American children are now sleeping for an hour less every night than they did thirty years ago. Moreover, sleep is closely related to health – a good night’s sleep has great restorative powers. Lack of sleep is a factor in the development of serious health conditions such as obesity, high blood pressure, diabetes and mental health problems. Those with a poor sleeping cycle are more likely to eat fatty foods and snacks. For each one-hour increase in sleep duration the odds of consuming a high amount of calories from snacks decreased by an average of 21%. Furthermore, dieters who achieve a full night’s sleep more
All: The Philips Wake-up Light www.philips.co.uk
A luxurious day in bed with no work, no pressure and no hassles is seen as a real indulgence.
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All: Owl iPhone app itunes.apple.com/ us/app/owl
We can expect consumers to desire more products that will help them work, rest, and play from the benefits of more sleep.
than double the weight lost from fat reserves. Just as importantly, sleep is affecting mental as well as physical health. It is affecting the ability of people to make decisions – forcing themselves into work when they are too tired to make the right decisions, with 24% of workers in a Bupa survey, admitting to low productivity due to tiredness. Moreover, eight out of ten British adults admit that they do not feel properly awake until nearly 10am. In children, the effects are even more severe, with a large correlation being spotted between school grades and sleep. With limited time to squeeze in sleep, consumers are spending more money on products that can help them relax and sleep after a stressful day. The Owl iPhone app, along with applications like Sleep Cycle, are enabling consumers to track their own personal healthstreams and make adjustments accordingly. By analysing sleep they also awaken consumers at the optimum time with the most favorable ring tone. Other products are appearing that help consumers wake-up feeling more refreshed. The Philips Wake-up Light simulates sunrise to wake you up naturally and pleasantly in the dark mornings, easing consumers from the unconscious to the conscious. The light increases gradually, over a period of half an hour, ending in bright sunshine at the time set where traditionally an annoying ring would be sounded. In addition to introducing new technologies into our lives to help combat sleep depravation, we
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are also changing our sleeping environments and behaviors. Up to a quarter of couples now sleep apart due to the disturbed sleep they get when together. We are witnessing a trend for upmarket homes to be built with two master bedrooms. Sharing a bedroom only became fashionable among the middle and upper classes in the 1920s, and it now looks as though that trend is reversing, with sleeping in separate rooms becoming a sign of wealth and luxury. The need for a good night’s sleep is completely universal with no regional or ethical differences, and as the bedroom is somewhere we are going to be spending over a third of our lives, it is unsurprising that we are beginning to see a shift in designs of bedrooms and their products. This will also be pushed by consumers, who are beginning to understand how important sleep is. As this research becomes better understood we can expect consumers to desire more products that will help them work, rest, and play from the benefits of more sleep.
More than one in three people (36%) admit to ‘throwing a sicky’ – often to spend extra time in bed (The Sleep Council National Survey)
Those 16 – 24 are even more likely to take off time ‘sick’ when they are well enough to go to work (six out of ten), whilst
eight out of ten people aged 55 and over have never wrongly taken time off ill. (The Sleep Council National Survey)
People spend over of their lives in bed
a third
27% of the working nation wakes up feeling tired and un-refreshed (Bupa) One in five couples now sleeps alone due to their partner’s bad bed habits (Silentnight)
The average Briton gets just over six and a half hours sleep every night – an
hour and a half less than the recommended amount (Crampex) When they do finally make it to bed many are struggling to sleep with more
than a quarter of Britons citing temperature as the reason (Crampex)
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Electric dreaming How technology is invading our bedrooms and changing our lives
Technology has become such an integral part of our lives that is has infiltrated some of our most intimate and personal spaces, and this includes the bedroom. The use of phones, computers, televisions and game consoles in the bedroom has had an effect not only with how we use and view the bedroom, but on our health and wellbeing too. However, with our cultures and lifestyles struggling to keep up with the fast pace of technological development, it remains to be seen as to whether technology in the bedroom will have a positive or negative effect on our lives. The recent release of the Apple AirPlay function for its iOS devices, such as the iPhone, iPad and iPod, is a further indication of technology brands making it easier for us to integrate technology into our homes. The Apple AirPlay function makes it easier to stream music, video and photos wirelessly from its mobile device platform – this would mean that watching a movie on an iPad during the commute home, and then streaming it to your TV to watch the rest in bed, 10 | 11
would be simple. Apple is not the only brand to want to push its technologies and products into every room of our house – Microsoft 7 includes Windows Media Centre which does a similar thing to the Apple AirPlay, allowing consumers to play their videos and music from anywhere in the house to a supported device. This increasing accessibility to technology in our homes has affected our pre-sleep routine considerably, particularly in the last decade with the rise of wireless internet. This is having a negative effect on our sleep patterns according to US based research into our interactions with technology in the bedroom. Unlike watching TV, which is largely a passive activity, sending emails or texts before sleeping involves more interaction that keeps the brain busy when it should be shutting down. This leads to a higher rate of daytime cognitive or mood problems,
All: Sleeptracker www.sleeptracker.com
including ADHD, anxiety, depression and learning difficulties. This is particularly relevant for children, with night-time sleep being just as important to their healthy development as a good diet and exercise. With 98.5% of UK children having a phone, music system or TV in their room, and two thirds of those having all three, this problem is growing in prevalence. However, having technology in the bedroom is having a positive effect in other ways. A Story Before Bed is a website that has been set up to allow users to record themselves reading children’s stories, synchronized to the pages of an onscreen book, that can be chosen from a range of over sixty titles. Once finished, the recording is stored on the site with the users able to send a URL link to whoever they wish to see it, allowing children to have a bedtime story from the computer or mobile device if the parent
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The use of phones, computers, televisions and game consoles in the bedroom has had an effect not only with how we use and view the bedroom, but on our health and wellbeing too.
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Right: A Story Before Bed www.astorybeforebed.com
The bedroom is no longer inaccessible to our technology, or our growing desire to be digitally connected to each other.
or grandparent isn’t around. This is particularly useful to parents that spend a lot time away from their children, due to work or other commitments. Technology has also given us the ability to gain more information about our sleeping habits than was ever possible. Diagnostic software is widely available for mobile devices, such as smartphones, and can be installed as apps. A new device, the Sleeptracker Watch, has taken a more innovative approach with how it interacts with the consumer. The digital watch detects movement, so that when you wear it overnight it will analyze if you’ve come into a lighter, restless phase of sleep, or if you’re in a heavy, deep sleep. This allows the user to set the watch to wake them up slightly earlier if they are in a period of lighter sleep, allowing them to wake up refreshed, rather than waking up in the middle of a deep period of sleep and feeling disorientated and tired. The product also provides a variety of diagnostic information for consumers to download, enabling them to correlate lifestyle factors with how well they slept. Although technology can have a negative effect on our health if used before we sleep, there are various forms of technology that can enable us to understand our sleep patterns and also aid us in getting a more beneficial experience
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from the moment our heads hit the pillow. The bedroom is often seen as a similar environment to the bathroom, in that both rooms are a place of privacy and even intimacy – but, just like the bathroom, the bedroom is no longer inaccessible to our technology, or our growing desire to be digitally connected to each other.
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Our usage of the bedroom is changing - as it becomes a multi-functional space brands have the opportunity to develop new solutions that combine traditionally divergent tasks.
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Helios www.spigolivivilab.com With space at a premium in most bedrooms, designers have started to integrate the functionality of furniture together in order to save room. The Helios works as not only a chair, but also a bedside table and lamp, lending itself to being a highly versatile part of your bedroom. The soft lighting provided by the position of the light, and the way its spread across the back of the chair, gives the chair/ table a unique ambience. The innovative piece would be an eyecatching addition to any bedroom, being particularly suited to small spaces. Its simplistic design and elegant style are a fresh approach to bedroom furniture that we should continue to see into 2011. Designed by Spigoli Vivi & Andrea Bartolucci
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Getting Ready Our morning routines are moving more into the bedroom
No matter how rushed a person’s work schedule may be, they still find time for relaxing. On an average day, 96% of Americans spend time doing leisure activities. Some of these leisure activities include watching television or surfing the internet — activities that are increasingly done in the bedroom. People are increasingly altering their morning routines to incorporate leisure time – this is resulting in more getting ready in the bedroom instead of the bathroom. Whilst most traditional beauty products have been designed for the bathroom, over the last few years we have seen more and more devices being used in the beauty regime that move the processes more into the realm of the bedroom. This progression began with hair styling devices for women, and electric shavers for men. However, over the last year we have seen multiple devices come to market that help improve the core beauty processes such as make-up and skin care. A product utilizing portability and convenience is the ZENO Hot Spot. The Hot Spot is a very compact acne treatment product. It is battery operated and uses heat dispersed through a treatment tip to kill acne-causing bacteria. ZENO’s larger device, Heat Treat, offers similar functionality on a larger scale meant for the entire face. The Heat Treat also uses a gel that the user rubs on before using the device. Both 18 | 19
the Hot Spot and the Heat Treat are small, portable, and do not require water, which makes them ideal for taking out of the bathroom. Other products are taking treatments that were once restricted to the doctor’s office and bringing them into the bedroom, such as NuFACE. Portable and compact, this device is a low-level electroshock treatment meant to tone and strengthen the small muscles in one’s face. Another product following the trend of at-home treatments is Wellbox, a body and face lipomassage machine. The goal of Wellbox is to improve skin elasticity, blood circulation, reduce fine wrinkles and stimulate collagen — all within the comfort of your own home. We are also witnessing advancements in the established ‘beauty’ device market, with hair styling and hair removal products evolving. Laser hair removal products for the home are becoming increasingly an alternative to waxing or shaving (which were both traditionally done in the bath or shower). no!no! are an example of a young company leading the device trend, taking market share from some of the traditional brands and products, with a range of products for skin, hair, and the face. In addition, no!no!’s marketing involves multiple product shots in multiple locations – very rarely the bathroom.
Left: The Cybertecture Mirror www.cybertecturemirror. com Below left: Wellbox www.wellbox.com Below right: no!no! pink www.my-no-no.com
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Top left: Zeno Hot Spot myzeno.com Bottom: no!no! pink www.my-no-no.com
We are witnessing a revolution in morning routines, taking traditional beautifying processes away from the sink and the bathroom, and into the bedroom where consumers can enjoy the process more
All of these devices and treatments take more time than a quick splash of water on the face and require building a regular regime, resulting in more people not only wanting to do more of these tasks in the more comfortable environment of the bedroom, but also whilst they are doing a number of other tasks, such as watching television or browsing the internet. It is not only on traditional devices that consumers are undertaking these tasks, but on new products that combine the two processes of entertainment and getting ready. The Cybertecture Mirror connects to the internet and does much more than show a reflection. It can also play TV shows, track health and exercise data, display weather forecasts, calendars and more. Cybertecture is by no means the only player in this field. Interactive mirrors have also found a valuable niche in fashion. Interactive mirrors have been in the retail world since 2007, first appearing at Bloomingdales in New York City. Since 2007, however, the technology and the applications have advanced. These mirrors allow the user to capture 360 degree photos of themselves in different clothes that are projected onto the mirror from behind the glass. This allows the user to see him or herself as well as the projected item from all angles. Furthermore, these mirrors have social connectivity, allowing users to send pictures and messages to their friends whose instant responses will show up on the side of the mirror. Friends can also send suggestions of other items to try on.
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While these mirrors are still too expensive for wide-spread in-home adoption, other items like Microsoft’s Kinect are already on the market that are merging the entertainment and beautifying worlds. Whilst currently used for gaming, movies, video chat, social networking and music, the developers of Kinect envision an even broader future where the device, with its sensors, could provide a mirror-like experience. This could also lead to a new online shopping experience where the consumer is able to try on clothing virtually and get instant feedback from friends before purchasing. We are witnessing a revolution in morning routines, taking traditional beautifying processes away from the sink and the bathroom, and into the bedroom where consumers can enjoy the process more whist being entertained, or can make better use of the time with multi-tasking on activities such as sending emails or browsing the internet. Moreover, the combination of devices and chemicals is offering better results than traditional chemical-only products, revolutionizing how we get ready in the morning. With increased portability of devices and with the bedroom becoming increasingly an entertainment center, it is becoming a greater hub for morning routines.
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Electrolux Clean Closet www.electroluxdesignlab.com The finalists of this year’s Electrolux Design Lab were unveiled earlier this year at the UK’s leading department store John Lewis. The concepts explored what life may be like in 2050. One of the finalists was the Clean Closet concept, which is a smart wardrobe that automatically cleans your clothes using molecular waterless cleaning. It scans the textiles for impurities and cleans them accordingly with molecular technology that removes dirt and odors. This concept meets numerous trends including water conservation, and the move towards compact living spaces. Moreover, it would not only make the washing machine redundant, but also the laundry basket and clothes line, creating a completely new regime and making our living spaces more efficient.
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We are becoming increasingly open about our sex lives, and as a result the sex industry is shifting into the mainstream offering brands the opportunity to develop new products that meet the changing needs of consumers in this booming market.
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B3 Tuyo www.bigteazetoys.com The Tuyo Vibromasseur from Big Teaze Toys is sleek and stylish. The B3 collection is a “celebration of beauty and sensuality”. Elegant and beautifully packaged, their products look nothing like the established view of sexual aids, and could in fact be mistaken for the latest electronic gadget from Sony. The bold and unique range of objects set a new standard in sexual products that intrigue and mark the change from ‘cheap’ toys to luxury accessories.
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Intimate innovations The sex industry – from seedy and secretive to the mainstream
A couple’s intimate relationship is often the first thing to suffer from the stress and pressures of modern lifestyles. However, more products are coming to market that add an extra dimension of intimacy and excitement to sex lives, offering new ways for couples to explore each other’s desires and take their intimate relationship to a new level. 40% of European couples already use sexual aids with another 35% interested and willing, but reluctant to enter what they perceive as a seedy sex store or even to be associated with such a product. As our culture is shifting we are becoming increasingly open about our sex lives, and are more and more presented with information related to sex. As a result products that help improve our sex lives are becoming increasingly popular. Moreover, these products are no longer cheap or crude tools designed to imitate a sexual partner, but are increasingly discreet and elegant products. They are not only available through mainstream channels but due to their designs don’t have to be hidden away under the bed or in a drawer, and can actually be kept out ‘on show’ as they look like art to the unsuspecting eye.
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Philips have developed a range of Sensual Massagers, that unlike other sex toys, have been designed to enhance the pleasure of both partners. They are an ‘extension’ of the users hands and fingers so that they can create even more sensual feelings in the erogenous zones. Their Dual Sensual Massager even comes with three LED mood lights to help improve the romance. While the Warm Sensual Massager has a pre-warming function that brings it to a comfortable body temperature. Japanese company Tenga are attempting to revolutionize the realm of adult goods into an open and upfront experience. They have developed a range of contemporary male masturbation products that are aesthetically similar to a number of other products that we have in our bathrooms, and with the Easy Ona-Cap Eggs just like our kitchen as well. The Eggs come in six sleeve styles, each with different internal ribbing – Wavy, Silky, Stepper, Spider, Twister, and Clicker each offering a different sensation that provides constant stimulation. The egg shaped male masturbation range even comes in an egg box. First released in 2006, over two million OnaCaps have now been sold across Japan.
More products are coming to market that add an extra dimension of intimacy and excitement to sex lives
Left: Jimmy Jane Form 6 vibrator www.jimmyjane.com Below: Jimmy Jane Little Platinum Eternity vibrator www.jimmyjane.com
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74% of Brits admit they still have things to learn and discover and great sex in a relationship, compared to 88% of Spanish (Philips’ Sex Survey) 41 different combinations of sexual acts have been tallied amongst Americans (US National Sex Survey)
Furthermore, sexual products have become increasingly premium, as consumers seek the ultimate pleasurable experience. JimmyJane, of California, produce high-end, design orientated sexual accessories, blurring the boundaries between sex and art. They believe that life is better with a ‘sexy twist’. Their products are sold in the world’s top luxury retailers, including Fred Segal in LA, Selfridges in London and 10 Corso Como in Milan. They offer a range of various premium products to meet individual needs, costing up to $3,500. The top of the range product is encircled with an eternity band of 28 round-cut diamonds, and is now regarded as “Hollywood’s favorite new accessory”. To mark the shift into the mainstream, the Better Than Chocolate designer vibrator by Nomi Tang won a coveted red dot design award 2010. It is a music massager that connects wirelessly to an iPod to pulse in time with the music. Presented in a striking gift box, it has been designed as the perfect treat to give to your loved one, denoting the shift that has occurred from sexual secretism to openness. The high street retailer Holland and Barrett, the UK’s leading health distributor with over 550 stores, have recognized this trend and have started to retail intimate massagers since they
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are an “obvious choice as sexual wellbeing is an important part of general health”. They have noted that sexual health is one of the fastest growing categories, and in fact the recession has led to more people spending longer at home, instead of going out. In China, Playroom is a fun new shopping concept with a focus on how relationships can be enhanced through sex products, sexual health education, and wellness. Their e-commerce site is due to be launched next year to retail clean, fun, and playful sex products at a transforming Chinese market, whose traditional boundaries are breaking down due to an emerging middle class, urban, and westernized population. These products and services epitomize the trend that is undergoing away from a seedy and secretive industry into the mainstream, as part of a well-balanced lifestyle. As the old saying goes “sex sells”, and brands that develop new offerings that meet consumers’ shifting views and expectations of sex will find success in this hugely lucrative market.
As the old saying goes “sex sells”, and brands that develop new offerings that meet consumers’ shifting views and expectations of sex will find success in this hugely lucrative market.
Left: Tenga ‘adult concepts’ www.tenga.co.uk Right: Philips’ Sensual Massagers www.philips.co.uk
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Betty Beauty www.bettybeauty.com Many women’s hair doesn’t match ‘down there’, and while many women spend a lot of money getting their hair color just right, there was previously no solution (other than using the same product) for all body hair. Betty is a hair coloring product for pubic hair, which is especially formulated for the sensitive area. The popularity of the product is already being proven with annual visits to the website of over 2 million, which is more than Clairol and not far short of L’Oreal’s website.
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© 2010 NewEdge Consulting Limited
NewEdge is a dynamic innovation consultancy with a world-class team of strategists, trend forecasters, researchers and designers. We bring a fresh approach to growing business and brands through upstream and downstream innovation. Our Antennae Trends team are continually researching emerging design trends, ideas and creative thinking – from global product innovation through to changing consumer lifestyles. These trends indicate how markets are being shaped in the future, giving us the ability to anticipate how consumers are likely to respond to future solutions. If you would like to know more about our innovation consultancy, our trends research, or if you would like to comment on anything you have read in this issue, please email The Antennae team: antennae@new-edge.com
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Customized. Bespoke. Your Antennae. The world is constantly changing, how will it impact your brand and business? For a tailored report specifically for your business email us at: antennae@new-edge-com Or call Richard on: +44 (0)208 439 8404
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