Open Tabs #31
Week of 5/19: Influencer Happenings across the Internet
Happy long weekend and the official start to summer (even though I heard the weather has been rainy and chilly in New York)! Ready to be back after a week in Texas where the temperature reached 102 at one point…
Dior Beauty hosted beauty influencers in Cannes. They attended the Dior Backstage event, dinner, time on the beach, and a visit to Dior’s Rose Garden.
This event led me down a rabbit hold of influencer content highlighting their new butter balms.
And to round out Dior Beauty, I can’t not highlight this partnership with Hailey Sani featuring the narrator trend.
Speaking of balms, Summer Fridays remains my favorite balm. They are hosting a popup in New York this coming week to celebrate their new Pink Guava Balm before it’s live through the Sephora App on June 2nd and summerfridays.com on June 3rd. I don’t have patience for these popup lines, so I will be waiting to purchase on June 2nd or 3rd.
A couple week’s ago I noticed that Merit cleared their feed. I love their approach to launches. Last year, I broke down their influencer strategy for their fragrance launch.
On Thursday, they officially launched their tinted SPF called, The Uniform. Along with social content from Omndi and micro influencers, they sponsored Laurel’s substack, seeded product to a wide variety of influencers to post on their stories, and are hosting a popup with Brooks Brother’s this weekend in New York to hit on the theme of ‘your everyday uniform.’ I love this spin on the need and want to wear sunscreen everyday.
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J. Crew hosted their summer preview at Raf’s with creators like Lilly Sisto,
, and .
Never not talking about Tory Burch. They partnered with Swedish candy brand, Bon Bon on a limited edition Millers collection with a skull charm. To launch the collab, they hosted a party at Bon Bon in Brooklyn.
I asked my friend Sara Belmer, Director of Global Marketing at Tory Burch how this collaboration came about, and she said, “The Bon Bon collab came about because Tory has been a fan since the brand started. A big part of our social strategy has always been to support the community around the Miller sandal. The Miller sandal has gone viral on TikTok because of this community! With its strong cult following, we gifted select superfans ahead of the campaign launch. If you look at the UGC for this campaign on TikTok, it’s mostly community members.” She’s not wrong, type in ToryBurchxBonBon on TikTok and you will see endless fans of the brand, regardless of following size, sharing content around the collab.
Meredith Hayden (@wishbonekitchen) x Essie collaborated to bring back the cult favorite color, Clambake for a limited time at Ulta.
But she wasn’t the first to do it. Quickly after Hayden’s post, I saw share the below Instagram Story about Into the Gloss running the same limited edition comeback a few years back. I had to search through the Into the Gloss archives to find their original post about the collaboration. They’ve since changed the final line of their article to read “In 2017 we escaped into the fantasy of Clambake, and in 2025, Clambake’s back, baby. We're stocking up.” Earlier this week it read “and in 2021, Clambake’s back, baby.” I also thought it was a funny coincidence that Alison Roman, another popular recipe developer, was the top pinned comment on the 2021 Instagram post.
I met
a few months ago as she was planning to relaunch her Substack to focus on the development of her new brand, with the goal of building community and redefining what it means to be lazy. I’ve been lucky to get a BTS look at her brand and am excited for others to follow along through her Substack, .Other things I saw this week: La DoubleJ hosted a beautiful tea at Fouquet’s New York with influencers, in partnership with Usal Projects, Damson Madder and Salomon hosted a casual hike in LA, Khy x Dilara Findikoglu hosted a launch party for their collab, and Moda Operandi hosted a party to celebrate Jimmy Choo’s The Archive: 1997-2001 collection.
Things I’ve been influenced by this week: Need this tube top that
recently shared & after documenting Dior Beauty and Merit launches, I’m adding the Dior Balm and Merit Uniform to my cart.