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JUNE 18, 2025 |
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Dr. Marten's just released a new shoe collab with which of the following brands? |
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A) Rag & bone B) GANNI C) Off-White D) MadeMe |
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TOP STORY |
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E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection. |
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The special, which roasts the sun itself, is meant to raise awareness among Gen Z consumers.
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Nearly two-thirds (64%) of Gen Zers often skip SPF, and only 34% consider skin cancer prevention their top reason to use it, despite 50% experiencing severe summer sunburns, according to e.l.f. Beauty. |
Why it matters: Instead of a conventional campaign highlighting the risks of skipping sunscreen, e.l.f. opted for a playful approach—one that resonates with Gen Z’s preference for humor and creativity. |
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IN THE NEWS |
May retail sales underscore consumer resilience despite tariff uncertainty. US retail sales fell more than expected in May from April, the latest sign that tariff fears and economic volatility are affecting consumer spending. Read online |
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Other headlines: |
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Costco plans to open a standalone gas station. The 40-pump station, which will be the membership club’s largest to date, will be about two miles from two existing Costco warehouses—one of which already has a gas station. Read online
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Pinterest partners with Instacart to enhance reputation as shopping destination. Pinterest is partnering with Instacart to allow advertisers to power their campaigns using the latter’s first-party data—a move that will enhance the value of both companies’ ad platforms while advancing Pinterest’s shoppable ambitions. Read online | | | |
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ANALYSIS |
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The uncertain future of TikTok and the changing social media landscape has made complicated partnerships and engagement measurement in the creator economy. But creators are ready. |
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"At least every three years there's going to be a dynamic shift in all things creator, mainly on the social sphere," Rodney Mason, head of marketing in brand partnerships at LTK, said during our EMARKETER Creator Summit. "But creators are really resilient. They understand that because they've been through so many dynamics… Whatever happens, creators continue to grow and they're very resilient." |
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PODCAST |
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On today’s episode, Dr. Marcus Collins, author and Professor of Marketing at the Ross School of Business at the University of Michigan, joins us to discuss how retailers are approaching their DEI initiatives under the current administration, the impact of staying quiet this Pride Month, and where the DEI discussion goes next. Tune in on Apple Podcasts, Spotify, YouTube, or wherever you listen to podcasts. Follow us on Instagram. “Behind the Numbers” is made possible by Cint. |
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