Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Joe Welstead is a serial entrepreneur in the health and wellness industry as well as a former pro athlete. Joe’s latest venture, 

, offers convenient electrolyte concentrates to improve hydration.

United States

Oral health

Statista

Colgate

YouGov

Creative Bloq

The Washington Post

Adweek

Interview with Joe Welstead conducted by the author

Cosmetics Design

Food Business News

What To Expect

Cosmetics Design North America

NutraIngredients Europe

Women's Health

In a saturated dental market, Colgate is adopting an array of unexpected marketing strategies to ensure it stays one step ahead of the curve. With innovations ranging from customised dental care to functional snacking, what can other brands in the sector learn from its approach to oral hygiene?