It’s Tuesday
Snapchat launched Sponsored AI Lenses, letting brands create interactive, AI-powered AR experiences for users.
Trump’s tariffs blindsided everyone. Now brands are scrambling.
No warning. No leaks. Just sweeping new tariffs on imports from nearly 180 countries. Towels, vitamin patches, bags, sportswear—you name it, it's hit. Some brands are facing 50% levies, even after moving production out of China years ago.
Here’s how it’s playing out:
Weezie: 20% tariff slapped on their EU-made towels.
Barrière: Their UK vitamin patches just got 10% pricier.
Wild Rye: Looking at over 60% in tariffs. SKU cuts are on the table.
Bogg Bags: Moved production to Sri Lanka and Vietnam—still got hit.
Burlap & Barrel: Imports from 30+ countries affected. They ran a “tariff sale” and had one of their best days ever.
The mood? Controlled chaos.
Brands are delaying launches, cutting budgets, even exploring overseas distribution—just to stay ahead of the uncertainty. One founder said it feels worse than COVID’s supply chain mess, because this time “we did it to ourselves.”
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Edikted bets Gen Z still wants to shop in malls (and film it too)
Remember malls? Gen Z does—and Edikted is cashing in on that nostalgia. The TikTok-famous fashion brand is planning to double its physical stores this year, opening in places like King of Prussia and The Galleria.
Why? IRL stores now outperform online sales in most cities. And these aren’t just any stores. They’re built for the 'gram (and the Tok)—with heart-shaped entrances and in-store photo ops baked into the experience.
This isn’t a Forever 21-style expansion, either. Stores are small, under 6,000 sq ft, with a cap at around 40. It’s about presence, not volume.
Bottom line: Gen Z may scroll online, but they still want to touch, try on, and TikTok in person. Edikted’s betting on that blend.
Supergoop’s SMS game is quietly crushing it
Texting isn’t just for discount codes anymore. Supergoop’s been in the SMS game since 2018, and it shows.
167% YoY subscriber growth
29x ROI
25% of sales now come from SMS and email combined
What’s working?
No spammy promos. Just puns (like that eclipse joke that went viral).
Real-time relevance—texts aren’t just repurposed emails.
Smart targeting—non-promos get snoozed; only 10% opt-out.
Dual capture—signups ask for both email and phone for better funnel coverage.
The strategy is simple: make your texts feel like a message from a friend, not a brand. “The SMS inbox is more sensitive,” said Supergoop’s Kim Nguyen. “So we make every message count.”
Olaplex’s rebrand is less glow-up, more ground game
After lawsuits, lagging sales, and a wave of DTC fatigue, Olaplex isn’t chasing hype. It’s rebuilding from the ground up—with a brand refresh focused on trust, clarity, and getting back in touch with its core audience.
What’s new:
A sleeker, less clinical look
Shelves organized by hair routine, not numbers
A new hero: Scalp Longevity Treatment
A celeb-backed campaign featuring Nicola Coughlan and Jenna Lyons
The “Bond House” pop-up in NYC—part experience, part brand lab
Why it matters:
Consumers didn’t question the formulas—they just felt disconnected. This reset is about more than aesthetics. It’s a shift toward long-term relevance: making products easier to navigate, showing up where stylists are, and regaining emotional equity.
We’re also reading
Marketing Dive – Trump extends US TikTok sell-off deadline once again.
AdAge – Why Gen Z wants more live brand experiences.
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