This Beauty Trend Is Tearing the Internet Apart—On the Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

A new beauty trend is tearing the online beauty community apart, United’s PR disaster has turned into a supermeme and earned them a trending hashtag (for all the wrong reasons), a Spotify breakup playlist is trending, and more stories going viral this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingThe New Beauty Trend Pulling People (& Brows) Apart

What started as a playful joke has turned into a full-blown beauty trend. Instagrammer and makeup artist decided to have some fun at the expense of her 49K followers, using a glue stick to make her eyebrows resemble the “quill and barbs of a feather,” and calling it the “new brow trend.” She didn’t think the look she later dubbed #featherbrows would actually take off, but the image has generated over 45,000 likes and over 2,000 comments and is “tearing beauty lovers apart and sorting them into two categories: Hell Yes and Hell No.” Those embracing the trend are creating their own iterations with colors and glitter, and posting the results onto social media.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingPR Disasters Are the New (Uber)Memes

While PR disasters are nothing new, the public has a very new way of responding to them: memes. This week, internet snark put together a trifecta of brand messes, combining Pepsi, United, and Sean Spicer’s recent stumbles/gaffs/issues into an “uber-meme.” The trend began with a few tweets casting the brands in the “hold my beer” joke (ex. “Pepsi: ‘We had the worst PR disaster in history.’ United: ‘Hold my beer!’ Sean Spicer: ‘Guys, I've got this!’)—and before long Twitter was full of copycats. Of course, this was only one of the memes making the most of these now-infamous PR wrecks: the hashtag #NewUnitedAirlinesMottos trended as well, with the most popular—“Not enough seating? Time for a beating”—generating almost 7,000 retweets and over 15,000 likes.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingHow to Break Up…


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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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