Next Gen Beauty

ONE TO WATCH

MARKETING BUZZ

OUR OBSESSION

Jawline

The way the media depicts it, all influencers are successful and famous. But are they? And how do they actually achieve fame? New Hulu documentary, Jawline, uncovers and depicts the harsh reality many budding influencers face. The doc follows Tennessee born-and-bred influencer, 16-year-old Austyn Tester who is hoping for fame by spreading the message of positivity through YouNow, YouTube, Instagram, TikTok, and in-person meet-and-greets with teenage fangirls. The result is an interesting glimpse into what it means to be Gen Z influencer grappling with the reality that some make it and others don’t. An interesting watch, check out Jawline here.

Wayfair

Online furniture retailer, Wayfair, has opened its first brick-and-mortar store in Boston. Unlike its website that features an endless amount of products, the store specializes in curation. The 3,400 square foot space includes a “home bar,” which offers free interior decor advice from consultants. In addition, the store has a “room planner” area, where consumers can work with consultants to digitally re-create rooms in their house and decorate them with furniture. Offering consumers a more tactile and personal approach, Wayfair’s new storefront is a great example of a physical space complimenting an existing online presence.

BuzzFeed’s MoodFeed

Catering to consumers who have become more aware of their moods (a trend we predicted in 2017), BuzzFeed is launching MoodFeed. The new site features a splash page where users can select their mood by choosing from options such as joyful, hungry, curious, stressed, bored, or nostalgic. From there, users are fed relevant articles and posts from BuzzFeed’s arsenal of content. For example, if a user says they are feeling nostalgic they will receive articles about pop culture history, while a hungry user would receive recipes and fun foodie hacks. Perfect for those who know how they feel but not what they want to consume, the site is a great resource for consumers craving filtration.


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Squish Beauty

The stigma around acne is shifting. New brand Squish Beauty is here to provide Gen Zs with products that will make pesky blemishes and dryness fun. From bright red cherry cheek masks to flower acne patches to a jelly gloss that doubles as a lip mask, consumers can follow their wellness routine and simultaneously snap a cute photo for Instagram. Reminiscent of beauty looks found on new Gen Z favorite show Euphoria, each product retails at $12-$20 apiece and can be purchased here.

ThredUp

Platform and app, ThredUp, is currently the largest online consignment and thrift store for women and kids’ clothing. Consumers can browse from over 35,000 brands and buy and sell high-quality secondhand clothes for up to 90% off retail. The app has recently partnered with retailers including J.C. Penney, Reformation, and Macy’s to feature used designer products available on the app in-store. In addition, the platform will begin allowing retailers to sell directly through the app, thus providing consumers with an opportunity to return goods and receive app credit instead. Fresh off a new round of $175 million in funding, ThredUP is showing the future of fashion may well be online and secondhand.

IKEA

In partnership with the Queen of Sweden and construction firm Skanka (known for its affordable modular housing), IKEA is launching new housing project SilviaBo. Designed for the aging population in Sweden (a fifth of the population is over 65), the initiative will build affordable and accessible accommodation for the elderly with disabilities and dementia. The chic and minimalist structures will feature ramp entrances, color-coded ways, accessible bathrooms, and wheelchair parking. An innovation that will positively impact both the elderly and future generations, we give IKEA major kudos.

Kristin Castillo