Open Tabs #5
Week of 10/14: Influencer Happenings across the Internet
It’s only mid-October, but I received multiple holiday emails from beauty brands like Sofie Pavitt, Glossier And Dr. Loretta and heard that Westman Atelier’s sets are almost sold out. I’m a planner, but this feels tooo early. In the next week, I’m sure we will see start to see plenty of holiday ads from influencers.
The Victoria’s Secret Show made its comeback after six years, and it was pretty lackluster. While it was fun to see the classic angels like Adriana Lima, Candice Swanepoel, Gigi and Bella Hadid, and Ashley Graham, I wasn’t wowed by any of the designs. While the show wasn’t that entertaining, their team did a great job to gain coverage through influencers:
Olivia Culpo & Tefi interviewed guests on the red carpet.
In partnership with Amazon Fashion, the team invited influencers like Remi Bader and Money McMichael.
VS Pink promoted the show through influencers like Brigette Pheloung and held their own interview series at the show with Olivia Ponton.
I hope it doesn’t come true, but I feel like Sabrina Carpenter is the next Sydney Sweeney - taking on too many partnerships…While the partnership is technically with her hairstylist, Scott King, WavyTalk became the official hair-tool sponsor of Sabrina Carpenter’s Short N’ Sweet Tour. Recently, she has also announced partnerships with Redken, Samsung, and Prada Beauty.
Gap partnered with an influencer for the first time to co-create a hoodie. They tapped Julia Huynh who has been reviewing hoodies to find ‘the hoodiest hoodie’ on her TikTok. The idea is incredible, but most of the comments are people outraged with the cost of the hoodie at $98. Tough when the rest of the their hoodies aren’t priced above $70. While this is just a small hiccup, I think this is just the start for Gap. There’s so much potential to expand their influencer strategy, and I can’t wait to see it unfold.
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New mom and one of my favorite cookbook authors, Molly Baz continues to partner with brands to support mothers and their feeding choices. It started back in May when her billboard with Swehl was taken down for ‘violating acceptable content’ even thought it was surrounded by underwear ads like Skims and Calvin Klein. About a week later, the incredible brand, Seed donated to rerun the ad in place of their billboard in Times Square. Fast forward five months later, and Bobbie, a formula brand is running a new campaign featuring Molly to emphasize that everyone has their own feeding journeys for their children.
Other things I saw this week: I’ve been following Merit’s fragrance launch rollout and will have a full analysis later this week, influencers attended a Nine West x Sports Illustrated event in partnership with F1 in Austin on Saturday, Louis Vuitton gifted influencers their Neverfull bag, Alex Earle is the face of Frame’s Winter 2024 campaign, and all of Rhode’s tagged posts are from their London popup.
Next week will be my final newsletter before I take some time off for my wedding + honeymoon. Is it interesting to make a detailed post about what and who has influenced me in wedding planning from design to beauty prep to dresses? Maybe too personal and maybe too Emily Weiss’s Wedding Beauty Guide from 2015? I promise I’ll be back and refreshed with a new newsletter the last week of November!
Here to say I would love the wedding inspo content!
The wedding content sounds fun!