8 September, 2021
J Hannah is redefining beauty standards with the release of their “Compost” nail colour. A “drab” olive-brown referred to by market researchers as “the ugliest colour in the world,” PANTONE 448C was officially selected in 2016 by Australian marketers for cigarette packaging with the aim to deter smokers with its unattractiveness. The Australian Department of Health then referred to the colour as an “olive green” only to be disputed by the Australian Olive Association, voicing concern over the association with such a controversial shade. J.Hannah’s 2021 iteration is a reminder to not flatten beauty’s complexity into a single note.
|Signal title||Generation||Channel||Region||Issue||Time Horizon||Sector|
|Gen Z, Millennials||Retail, IRL, Ecommerce||USA||Equality, Wellness, Inclusivity||Now||Beauty, Sustainability, Health + Wellness|