Maybelline’s First Male Ambassador: The Friday Don’t Miss List

Maybelline brings on their first ever male beauty influencer, e-commerce site ModCloth is going IRL, doctors say some Millennials’ fitness obsession may be going too far, and more links to click this Friday!

1. Maybelline Presents: Their First Male Ambassador

Our Genreless Generation trend found 78% of 13-33-year-olds say it’s ok for girls to be masculine and guys to be feminine, and CoverGirl embraced the gender blur when they cast the first ever CoverBoy last year. Don’t miss how Maybelline is now following CoverGirl’s lead, naming beauty influencer and vlogger Manny Gutierrez their first-ever male brand ambassador. Gutierrez, who has 2.1 million YouTube followers, has partnered with brands like Benefit and GlamGlow before, and says he is “thrilled to be able to work with a global brand…that is recognizing male influencer talent and is willing to shine a spotlight on it."

2. ModCloth Goes IRL

Experiencification was a marketing star in 2016 that will no doubt continue to evolve and grow this year, and even brands who have found their success online are beginning to create IRL experiences. Don’t miss a look at ModCloth’s first ever brick-and-mortar location, opened at their young shoppers’ insistence. Designed as a “fit shop,” the store offers appointments where consumers can be measured and have a one-hour consultations with a stylist. Walk-ins are also welcome, and free to browse the store’s selection—which is divided by “moods and moments” like work or date night outfits.

3. Are Millennials Working Out Too Hard?

When we asked Millennials and teens their 2017 New Year resolutions, getting and staying physically fit came out on top, and  we asked about fitness last year, 73% of 13-33-year-olds agree “I don’t want to be skinny, I want to be athletic.” But don’t miss how some…

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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