Advertising

Moving beyond labels like genre and demographic to engage audiences in an age of ever-evolving identity

It's off to the races for 2020. Here's why everyone from retailers to content creators is betting on gaming to innovate their reach—and inspiration for how you can get in the game

Visually impaired beauty vlogger Lucy Edwards was named cosmetics brand CoverGirl’s first blind beauty ambassador, testing and reviewing new CoverGirl products for her 35.2k subscribers.

National Drugstore chain CVS Pharmacy launched Beauty Mark, a watermark that appears on CVS-branded imagery that has not been altered. With 70% of its imagery currently unaltered, the drugstore is committed to having all of its marketing materials across its stores, website and social media channels reflect this level of transparency by the end of 2020.

Kylie Skin, a skincare brand founded by reality star Kylie Jenner, created a campaign featuring models with a range of skin tones, including a model with visible freckles. Rather than mask her freckles with makeup, they were highlighted in the shots, earning praise from consumers on social media.

Clean skincare brand Kinship cast Lexi Brake, a 15-year-old with Dandy-Walker syndrome, in its first campaign. The campaign featured a diverse array of teens, including a mix of social media personalities, as well as real teens like Lexi.

Ahead of appearing on Anomaly's upcoming panel all about how streetwear culture and retail are redefining consumer engagement and brand activation, PSFK sat down with Brendan Dunne, deputy editor at Complex Networks, for his thoughts on why the category has been so successful at generating followings and sustaining engagement—and what other retailers can learn from 'the drop'

For the launch of its universal fragrance, Mémoire d’une Odeur, Italian fashion house Gucci cast 23-year-old gender-fluid designer Harris Reed to lead the campaign. Claiming to be “not assigned to a gender or a time,” the scent and accompanying campaign stress the importance of acceptance and inclusivity beyond gender.

Skincare brand Babor partnered with All Women Project, a non-profit dedicated to female empowerment, on a marketing campaign that used unretouched images. The first of its kind for a skincare brand, the campaign featured models representing an array of sizes, ages, skin tones, textures and professions.

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The outdoor furniture brand Outer invites its customers to serve as hosts, turning their backyards into showrooms where potential buyers can see the products in a real-world setting. Buyers can browse the site and then make an appointment to schedule a hosted visit at a local backyard showroom. Hosts receive a flat fee for each visit.

A 'shop the look' page on the television series' app caused Missguided sales to surge—proving the viability of 'see now, buy now' capabilities as well as creative ways to drive commerce via content

The Qnicorn was originally a social media phenomenon, but Audi decided to bring it to life and drive it around Washington, D.C. for Halloween

PSFK sits down with Overheard founder Jesse Margolis to find out why the brand launched a physical newspaper at a pop-up newsstand