SET is ditching traditional influencers for its own customers. The activewear brand’s new Coastline collection generated over $3M online in 24 hours—its highest-grossing drop in eight years. One major reason why is that SET opened its launch event to customers and passersby rather than a curated influencer guest list, as evidenced by 41% of preorder buyers being new to the brand. SET also has an “Insiders” program that gives regular customers, selected for their purchase history and engagement rather than follower counts, early product access and BTS info to share on socials. One participant’s video jumped from roughly 300 views to thousands once they became an Insider. The brand has extended the strategy offline with a “Cowboy Carnival,” a state fair-themed event (to match their State Fair collection) which generated over 40K engagements on socials. SET is clearly set on proving community-led marketing can outperform the old influencer playbook. (Glossy)
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Sephora is joining TikTok Shop. Starting this month in the U.S., the brand will be dropping exclusive monthly product deals on Sephora Drop Shop, their TikTok Shop pilot. In the lead up to each drop, the featured product will be teased through interactive “experiences” and creator content, encouraging viewers to guess what will be spotlighted. The item will then be revealed in an official TikTok LIVE event with celebrity hosts and brand founders, and the products will be available on Drop Shop before they launch anywhere else. According to Sephora, they’re meeting their customers “wherever they discover beauty,” and TikTok Shop will be an extension of their “retailtainment model.” They’ll be using what they learn from Drop Shop to shape future rollouts. YPulse recently shared that half of Gen Z is using TikTok Shop, and use has been growing among teens, so it’s no surprise that more and more major brands are making their way to the platform. (Retail Dive, Business Wire)
👀 Read more from YPulse: Half of Gen Z is Using TikTok Shop in 2026
More alcohol brands are ditching bubbles to win over Gen Z. News flash: Gen Z is still drinking! But compared to previous gens, many approach drinking alcohol with a “better-for-you” mindset, gravitating toward options that are lower-calorie, sugar-free, and perhaps most importantly, fizz-free. To some young drinkers, skipping carbonation means avoiding some of the less-fun side effects of bubbly alcohol (see: bloating and heartburn). And brands are taking notice: According to alcohol research firm IWSR, fizz-free beverages accounted for 38% of newly launched products in the U.S. market for premixed drinks last year, up 11% since 2021. Stateside Brands has been playing up their lack of bubbles in their marketing for Surfside, while Gallo (the company behind High Noon) launched Lucky One Lemonade last year to move beyond its “fizzy” reputation. With U.S. alcohol consumption at “a historic low,” this shift to “flat cocktails” might just be the way to appeal to the next gen of drinkers. (LA Times)
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Gen Z doesn’t answer the phone with “hello.” Though there are no concrete numbers on it, there is a common habit among Gen Z to answer calls with a greeting tailored to the name that pops up on their screen. Because they already know who is calling, friends are unlikely to get a dry “hello,” and more likely to hear something silly (like a Minion-voiced “bello”) or jump straight into the conversation with a “what’s up.” Other times, they say nothing at all—particularly when the number is unrecognized, a habit that’s being likened to the “Gen Z stare” that went viral last year. However, teens and young adults have good reason to stay silent; if they’re not sure who’s calling, some worry a spam call could record their voice and reuse it through AI. It’s also simply reality that phone calls are not Gen Z’s preferred method of communication, and when they want to say something too long for a text, most will send a voice note rather than call. (NYT)
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