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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies