Open Tabs #74
Week of 3/30: Influencer Happenings across the Internet
Spread the Jelly hosted a ‘Jellymoon’ upstate, bringing together a group of moms for a multi-day getaway with multiple brands thoughtfully integrated across the experience. It was a really strong example of how partnerships can feel additive with ba&sh dressing everyone for a group dinner, Perelel Health providing supplements, a spa day with Coterie, a pajama night with Hanna Andersson, and a journaling workshop led by Erika Veurink in partnership with Wilde House Paper.
Crown Affair x U Beauty hosted a dinner in LA to celebrate their limited-edition, on-the-go collaboration. The event was sponsored by ShopMy, which continues to show up more IRL as a connector across brands and creators.
Ricki Beach Club x Ali Sisto Daniel launched a summer collection and celebrated with an event in Palm Beach.
Emma Chamberlain x West Elm launched a 78-piece collection spanning furniture and decor. I always think about her AD home tour, and this collection feels really reflective of the interior style she’s already shared with her audience.
KREWE Eyewear x Tecovas released a limited-edition capsule with custom colorways and Western-inspired detailing. They hosted a community event in New York City to celebrate.
Dairy Boy officially launched their sport collection, with multiple creators trying on and sharing the athleisure pieces across platforms.
Rare Beauty celebrated their new Sephora-exclusive True to Myself Natural Matte Longwear Foundation with events in both NY and LA, tapping into their existing influencer communities in each market.
REFY launched their Skin Base Tint and created a “Call Center” pop-up in LA for shade matching with their community. It was a smart way to bring people in IRL at the height of launch while also capturing content across a range of shades for their organic channels.
April Fool’s content this year felt a bit overshadowed by the Summer House breaking news, but a few brands still managed to cut through. Uber Eats moved quickly with a reactive ad featuring Carl Radke and Lindsay Hubbard.
Olipop x Goodwipes teased a ‘Peaches & Cream Flushable Wipes’ collab on April Fool’s…which actually turned into a real product launch at Walmart and on Goodwipes.com. Creators were seeded ahead of time and shared mailers across both days, blurring the line between joke and launch.
Other Things I Saw This Week: Alix Earle’s new skincare line reportedly did $5M in sales by mid-afternoon and sold out by 4pm (via Puck), Tatcha is leaning into the book club trend as they hosted an event with Seen Library and announced their own book club with Jenny Han in their Instagram broadcast channel, creators are already prepping links and content for the upcoming Sephora Spring Savings Event (launching 4/10), Laura Mercier hosted an event to celebrate their new Ultra-Blur Setting Powder, and Stephanie Covington announced her new collection with Dillard’s launching on 4/27.
Things I’ve Been Influenced by this Week: I went to a Buck Mason preview to walk through their new spring line with their Head of Womenswear, Rachel Wilder. I loved these pants, their linen tops, all of their new denim and this incredible jacket Rachel was wearing.
I love your round ups - one of my favorite Monday morning reads before I start the work week!!