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

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

13 Reasons Why, the Netflix series about a teen girl’s suicide, has some mental health professionals worried. While some applaud the show for increasing awareness about teen suicide, others fear the series could act as suicide contagion, increasing the risk of an individual engaging in copycat behavior. School districts across the U.S. are sending letters to parents to discuss the show and red flags to watch for in teens’ behavior, while counsellors are having conversations with students and patients. The National Association of School Psychologists has recommended that at-risk youth shouldn’t watch the series, and cautions adults to help teens differentiate “between a TV drama and real life.” (CNN)

U.K. Millennials consider themselves ‘grown up’ at age 27, according to a recent survey by Nationwide Current Accounts. With shifting paradigms surrounding adulthood, Millennials are defining maturity differently, and over half surveyed feel like entrance to adulthood depends on particular milestones rather than age. One in five believe they’re mature when they have children and another one in five when they move out of their parent’s home. Interestingly, Ypulse’s Adulting trend found that paying their own bills is the top sign of adulthood for Millennials in the U.S. (Telegraph)

Millennial shoppers are re-defining retail by purchasing on mobile, returning at higher rates, and ‘showrooming’—selecting clothes in-store then purchasing online—as a part of their “normal” purchasing process.  According to Criteo, as more clothing is purchased online, retailers can expect larger cart sizes at checkout, and return rates as high as 30-50%—which could create an opportunity to get young shoppers back into stores. Successful retailers are ““moving seamlessly between” online and off by covering return shipping costs or allowing in-store returns, innovating their online experiences, and keeping a high volume of product available in both spaces. (MediaPost)

Mexican wine country is becoming a top travel destination for Millennials. Cheaper, artsier, and arguably more authentic than Napa or Sonoma, Valle de Guadelupe is quickly accruing acclaim with twenty and thirtysomethings, who Ypulse has found love their wine. The small strip of vineyards and restaurants is shifting to suit their needs with food trucks, modern art, and even Uber for wine tours, when just a decade ago, the area didn’t even have the necessary roads to facilitate tourism. One winery owner observes, “What used to happen in this part of the world was that no one had anything to do and now everyone has appointments every hour.” (NYTimes)

The restaurant industry currently employs one third of all working teenagers, thanks to a recent uptick in teen employment. According to the Bureau of Labor Statistics, teens made up 35% of all restaurant workers in 2016, the highest percentage since 2009. Teen participation in the restaurant industry was above 50% until the Great Recession when it started a steep downward trend, causing staffing challenges across the industry. But it’s too early to know if the recent boost in employment signals a new trend or is just “a temporary blip.” (National Restaurant Association)

Quote of the Day: “If a brand is going to interact with a 'fandom' of any sort, they’d better either A) Know what they're talking about and have someone lead the interactions who is a fan as well, or B) Be honest in a funny way…”

—Female, 21, Virginia

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