Enter the mom cave
The ‘mental health regime’ is the newest thing in the pursuit of a healthy lifestyle. In line with this, women are transforming spaces in their homes to create sanctuaries or areas to call their own, often referred to as ‘Mom Caves.’ The contents and designs of the room vary; the only requirement is that they reflect `mom’s hobbies, interests and create a comforting cocoon.
Why it matters
Moms are used to making sacrifices for their families. It goes with the territory. But, they are also learning that to be selfless sometimes you need to be a little bit selfish. Buying products specifically to create these special hideaways speaks to an emerging attitude: moms want not only to express themselves, but are also taking the time (and money) to put themselves first. Will we see a change in health and beauty brands communications to women that acknowledge the mom cave attitude?
Yamamay Beauty & Fitness is a beauty care project that sees consumers interact with beauty professionals and each other. Users are encouraged to comment on every page of the site to spark discussion and content. Each week the person who’s posted the most comments, wins a prize and is published top of the leaders board on the site.
17-year-old Brittany Wenger from Florida has won the Google Science Fair Grand Prize for developing an app that helps doctors diagnose breast cancer. She developed a program that learns from patterns and mistakes in data sets taken from “fine needle aspirates” samples, a minimally invasive procedure that - on its own - is rather inaccurate at detecting breast cancer. Wenger’s program, however, has 99.11% accuracy.