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The New CoverGirl Is a Boy: The Friday Don’t Miss List

CoverGirl appoints their first CoverBoy, Millennials want to be able to say “f*ck” at work, Abercrombie & Fitch is hitting delete on their past, and more stories to get you up-to-date on young consumer trends today…


1.CoverGirl Introduces CoverBoy

Our Genreless Generation trend reported that Millennials and teens are more comfortable with blending and bending gender, and 78% say that it’s ok for girls to be masculine and guys to be feminine. Brands are starting to take notice, and some are making big changes in response. Don’t miss how CoverGirl has introduced their first ever CoverBoy in a move Fortune calls, “genius Gen Z marketing.” James Charles, a 17-year-old influencer and makeup artist, first made headlines when his “seriously flawless” senior portrait went viral on Twitter. Now he’s promoting CoverGirl’s new mascara, and posing in photos with Katy Perry. The brand explains, “All of our CoverGirls are boundary-breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful.”

2.Millennials Want to Say “F*ck” At Work

Millennials want flexibility and purpose at work—oh, and the ability to say “f*ck” in the office. Don’t miss a how a new study from management platform Wrike found that about 66% of 18-29-year-olds are cursing at work, compared to 54% of Gen Xers and Boomers. Not only is the younger generation of employees cool with the practice, they actually prefer it: 45% of Millennial employees say it doesn’t make a difference to them if there is swearing at the workplace, and 47% of Millennial men and 40% of Millennial women would actually prefer to work in a place where it’s fine to use “colorful” language.

3.Millennials for A Badass Clinton

Millennials could have the power to decide the election, and according to our Millennial Election Special Report, 50% plan to vote for Clinton. Don’t miss how one Democratic-aligned group is helping their candidate secure the Millennial vote by showcasing all “the badass things” Clinton has accomplished. Emily’s List digital campaign on Millennial-focused site Elite Daily includes a video featuring young girls listing off highlights of Clinton’s career like her role advocating health insurance for low-income children, and a paid post explaining how Donald Trump poses a threat to Millennial values like same-sex couples’ right to marry.

4.Abercrombie Hits Delete On Their Past

Abercrombie & Fitch is one of the many youth-focused retailers that have fallen prey to the teenage retail wasteland of today. The brand that was once only for the “cool kids” has been undergoing an image makeover to combat declining sales and appeal to a generation of teens more accepting of diversity and individuality. Don’t miss how they’re now starting from square one, deleting all website and social media “brooding, sexualized imagery of the past” to begin posting “friendlier,” and lighter photos of more modestly dressed models. Text-only digital ads and billboards will tease the transformation by stating: “People have a lot to say about us. They think they’ve got us figured out.”

5.YouTube Crushed TV for the Recent Debate

YouTube might be facing competition in the video space, but it’s still at the top of its game. Our roundup on all things to know about YouTube right now revealed that the network has become one of the most trusted vehicles for marketing, and is continually dominating with teens and children under 12. Another area where they triumph: being the go-to place the cord-cutting generation. Don’t miss how YouTube attracted 124 million views on all of its debate-related content—a 40% spike compared to the first—while television saw a 20% decline from the first debate, attracting only 63 million viewers.

To download the PDF version of this insight article, click here.