Innovation of the Day: R-PUR
Innovation of the Day: R-PUR

Last month, France-based R-PUR, a startup producing high-end air pollution masks, opened an office in Hong Kong and announced plans to target consumers in China, Hong Kong, South Korea and Japan. The R-PUR Nano mask was featured at CES in January 2019. It consists of two parts: a replaceable filter that blocks particles as small as 0.05 micrometers — meaning the mask exceeds the European certification standard — and a reusable fabric mask. The mask links to an app that estimates when the filter should be replaced, and retails for USD 220.

A face mask for USD 220! But this innovation signals a powerful emerging trend when it comes to the Future of Wellbeing, especially in Asia:

Happiness is in the air. Yes, air pollution is an omnipresent threat to health and happiness globally. But it’s a particular life-and-death matter in Asia. Air pollution kills 4.7 million people in Asia each year, two-thirds of the global total (WHO). And of the world’s 100 most polluted cities, 99 are in Asia (AirVisual & Greenpeace). As awareness rises, air pollution will be THE defining wellbeing topic of 2020 (and into the next decade), just as ‘single-use’ was to sustainability in 2019.

Air quality, the new luxury. When it comes to air quality, the solution goes beyond selling masks. retailers, beauty brands, transport industry, everyone can play a part. Last year, Stella McCartney fitted out their flagship London store with nano-carbon filter technology that they say offers ‘the cleanest air in London’. So ask yourself: do consumers ever breathe air you are responsible for? What are you doing to help ensure that air doesn’t do them harm?

We’ve just published the Future of Wellbeing! Dive into the AIR TIME trend to see how other brands are responding to this pressing wellbeing needs.
['Jareth Ashbrook']
['Masks', 'Trendwatching', 'Innovationoftheday', 'Environment', 'Hongkong']