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

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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