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.

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.

Australian beauty brand Rageism is a clean and cruelty-free makeup designed for mature women. Looking to involve shoppers, the beauty brand’s social channels feature reposts of their consumers using their products, organically creating brand ambassadors and advocates. Additionally, Rageism is committed to keeping the consumer informed by clearly listing out the ingredient used to create their products and why.

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.

Television network NBC Universal launched a first-of-its-kind shoppable TV advertisement by placing 30-second QR codes during programming and commercials that viewers can scan with their mobile phones to be redirected to a shopping site. The feature was first deployed during tennis star Novak Djokovic's French Open 2019 matches to promote his collaboration with fashion brand Lacoste.

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

From Adidas to Lowe's, these brands are using social media in new ways to pull in shoppers and offer value to longtime fans