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.

People expect products and services that feel made for them

Personal Worlds

People are operating with a heightened perception of value

Critical Spenders

People are drawn to honesty and integrity in the post-truth era

Radical Transparency 

Chresten Dagné is a junior marketing manager at Yours Truly. The company aims to disrupt the industry through its personalised approach. In his role, he focuses on planning and implementing the company's comprehensive marketing strategy.

Germany

Beauty

Hair-care

Vivaness

Mintel

Interview with Chresten Dagné conducted by the author

Vogue Business

Euromonitor

The Prestige

Intuit Mailchimp

Scandinavian Biolabs

Yours Truly is championing customisation in hair care with the help of digital questionnaires and one-to-ones with experts. It’s facilitating a much-needed change in how people look after their locks, offering a thoughtful, transparent approach that caters to Germans’ beauty needs.