Speaking of beauty…messy is the new luxury in beauty marketing, and it’s a direct response to AI. Brands like Merit, Glossier, Rhode, and Dieux are leaning into imperfection as proof of humanity. On their accounts, cluttered sinks, half-used products, and chaotic “empties” shots are replacing polished “shelfies.” An unboxing is exciting, but a creator showing an empty tube is a true stamp of approval. According to Dentsu, 81% of CMOs now believe customers will pay more for products in human-created content, up from 65% in 2024. Even the head of Instagram has flagged AI creator content as a “key risk” for 2026, noting that “savvy creators are leaning into unproduced, unflattering images.” For Gen Z, growing tired of overconsumption and algorithmic polish, mess has come to signal real use, real people, and real life. Though, there’s no doubt some mess can be staged for a photo op. (BoF)
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