Global beauty company Deciem is spreading some Christmas cheer with a publication dedicated entirely to good news. Deciem commissioned Portland-based positive news media company, Good Good Good (GGG) to create a custom issue for the brand. “We wanted to bring some good news at the end of a year that has been hard for so many,” Nicola Kilner, Deciem CEO and co-founder, told Inside Retail. “We were keen to give something back to our community, bringing them together to refl
o reflect on the positives of 2021 with the hope of seeing more good in 2022.”
GGG, which has its own climate-neutral print newspaper as well as a strong online presence, covers topics such as scientific and sustainability breakthroughs, as well as stories of courage and value.
The Deciem publication aims to highlight the best moments of 2021 around the pillars of people, earth, and animals. It is built on the theme of reflections and features happy stories from the team and customers.
“Our goal was to create opportunities that inspire and empower people to be forces for good, so we included a section at the end of the issue that looks forward to the future – a “changemaker’s kit”, inspiring readers on how they can change the world for the better in 2022. It’s such a fantastic read, and something we are so proud of,” Kilner said.
As part of the global initiative, hard copies will be available in stores throughout December and into early January. Select e-commerce orders will also receive the issue, and a digital version will be available online. Each store location features a Good News Box and Good News Cards on which customers can share their own good news stories. There is also a newsstand pop-up in Los Angeles.
“It was our goal to ensure that wherever you are in the world, you can access our ‘good’ news,” Kilner said.
“Throughout the month of December, we’ll be popping up in three locations across LA, spreading our ‘good’ news far and wide.”
Force for good
It’s not the first time Deciem has taken a unique approach to content. In 2020, the brand commissioned Australian-Canadian multi-disciplinary artist Fariha Róisín to create the poem To The New, New, centred around themes of gratitude, reflection, empowerment and hope.
“We wanted to gift our audience with words to inspire hope for 2021 after a year of meaningful change,” Kilner said. “The poem was printed on our tissue paper and postcards, and Fariha’s book, How To Cure a Ghost, was gifted in the participating stores.”
“Good News feels like a natural progression from this, as a way to inspire our customers and empower them to be forces for good.”
Beyond the Good News initiative, Deciem is also continuing to infiltrate abstract art and design “as a key principle” of its business strategy, demonstrated by the launch video for the brand’s new gift set, The Future Set, which includes The Ordinary and NIOD products side by side for the first time, released this month.
