Move over, Sephora. Fine dining is after Alphas
Plus: Aperol might lose its chokehold on summer, and brands are spending big on experiences.
Morning,
Welcome to so many new readers! Very, very grateful to have you here.
If you only read one thing in this letter, I recco: BUDGET ALLOCATION or SEXY INJECTABLES.
As always, the lens of this letter is a best-of-the-best on culture, trends, marketing, etc. What I’m dropping to friends on Slack or finding useful in meetings with brands.
Let’s dive in!
CULTURE
GIGGLE DRIBBLE // In my 2025 predictions, I said taboos would become taboo. Poise, the incontinence brand, just released a new campaign with Katherine Hiegl about ‘the giggle dribble’, aka when women (moms mostly) pee when they laugh. The casting is questionable, but the idea is great. Most moms I know look at a rebounders and think ‘that will make me pee’ so it’s a common conversation that just never gets the spotlight.
had an interesting observation this week (not shocked). While Instagram lends itself to more traditional content buckets, TikTok, due to how the algo works, works best as single-topic accounts. For example: Alexander Wang’s only does the ‘Wangover’ series. On TikTok, followers want you to stick to the bit.F&B
PRO-TACO -> The Hustle // Taco Bell’s Live Mas LIVE is a high-end production. Unsurprisingly, the announcements fall right in line with growing trends. The new Quesocrisp is a tortilla made of cheese—high protein, anyone? Ube ice cream sandwich—every alpha I know is Ube-mad. A Mike’s Hot Honey collab. Purple Chile Sauce, their hottest hot sauce yet, is the Hot Ones in full effect. They’re paying attention.
EXPO EXPLOSION // Expo West’s energy has grown year to year. This year, I’ve seen it referred to as ‘Disneyland for CPG’, ‘the equivalent of the Hajj’, and ‘like Burning Man for brands’. Even tiny brands are building big booths. Kodiak has a full band play. I’m sure Fred Hart will give us a winner recap. But
said there were no new trends.DRUGS & BOOZE
NOT SO LOKO -> AfterSchool // Four Loko is trying to make a comeback. In the most canned line of the week, the CEO of holding company said: “a Loko can means being wild, sharing insane moments with friends and really creating your own epic story.” And while their new flavors, like the sour citrus Camo, are helping drive sales, one look at their TikTok and Insta will show you they don’t understand what an unhinged brand looks like today. It is also interesting how they have so many ‘pro-vaping’ posts when we all know the kids prefer Zyn. Makes me think their team is all elders.
NO SPRITZ SUMMER -> Feed Me // If you run a US-based summer booze brand, spin up your summer campaign efforts because the Spritz might not be this year’s Summer drink of choice. Due to tariffs, Aperol and Campari are about to get a lot more expensive. This is your chance! Time to blitz the Spritz.
SILVERS, ALPHAS & ZS
ALPHA INFLUENCE // Last April, ‘food’ took over ‘fashion’ as the place teens / Gen-Z spent their dollars. I guess fine dining wants in. Per Se now has a First Time Diners Lunch day to introduce children ages 9-13 to the restaurant. For accompanying adults, the seven-course menu is $275, and for first-time minor diners, their meal is free. We all know that Alphas influence parental spending, so you get the play.
SHOP VS AI -> AfterSchool // Schools are reviving shop classes to AI-proof kids. Who’s to say if this will work, but I remember very few things about middle school (hands up if you’re a ‘forgetter’), but I do remember building a bookshelf in shop, giving it to my brother, and feeling a wild sense of accomplishment. And those feelings have value. I’m here for this. This also aligns with the rise of trade school applicants.
GOT2B SCARED // Perhaps this is old news to anyone with an Alpha-in-residence. But Based is the hair care brand all the Alpha boys are using. Back in the day, Got2B held the crown, but one look at their social and you can tell why they’ve lost it. If you read Rachel’s theory about single-topic TikToks above, you’ll notice Based got the memo. Every post takes place in their factory with the team tackling order ‘challenges.’
RETAIL
BUDGET ALLOCATIONS // Brands are funneling their budgets to ‘experiences’. My feed is alight. Rothy’s is doing a pop-up at Bon Marche. Diesel went full spectacle for their show in Milan. Appliance brand Miele teamed up with Extreme Cashmere on ‘Cashmere Spa’. This beauty by Ilia is entirely designed by Gustaf Westman. Asos Face + Body 24/7 Shop is adorable. Chanel’s Hangzho pop-up includes ‘beauty challenges’ like ‘put on lipstick while on a balance bar.’ Adidas and END put on a gram-worthy marriage-themed dinner party. Loro Piano made a post office. Nike’s ‘trial run’ on the London Eye is just wow. And Saucony made an awesome ‘Maze’ run experience (which some compared to this On Squadrace in 2024). And Lululemon is not stopping. So fun!
FASHION GIRLIES // Lots of collabs with the brands fashion girlies love this week. Polly Pocket teamed up with Lisa Says Gah on an adorable collection. Beats tapped Sandy Liang. Hoka has a collab with Marni coming out. Sunnei collab-ed with Camper—the creative is super fun. Let’s not forget Salomon’s lovely campaign with The Gohar Sisters. I’m enjoying it.
TECH
WHAT’S YOUR VISION? -> The Hustle // Google has a new AI-powered tool, “Vision Match”, that lets shoppers describe the piece of clothing they want, then browse suggestions. And they now also have a virtual try-on experience to let shoppers see what outfits would look like on real-life models size XXS to XXL.
SPORT
RUNNING IN, OUTDOOR OUT // Super fun deep dive by
on the rise of Run and the overall slow down of Outdoor. While running has many supporters from Harry Style to Diplo and a continuous stream of brand activations (see RETAIL) raising its profile, outdoor is on the outs. Except that is in China, where the government's +$400B investment in “100 high-quality outdoor sporting venues” has resulted in a huge uptick in climbing and river racing.WELLNESS & BEAUTY
SEXY INJECTIONS // Isamaya’s pop-up could have been included in the RETAIL round-up, but it needs its own section. Look at this photo opp. People are literally posing with medical equipment holding the products around them. When I said that the stigma of Botox is over and it’s now a beauty product akin to lipstick, this is how that’s coming to life. Injectables and (injectable-inspired products) aren’t a whispered secret anymore.
BOTS FOR KNOTS -> The Hustle // AI massage startup Aescape has raised $83M. It will ship 400 robot masseuses this year. 60 Equinox gyms are getting them after a test in August at 7 gyms generated in $23M in revenue (and zero health insurance premiums). Four Seasons and Marriott are also in. The best masseuses have intuition that can’t be beat, but the likes of Massage Envy might be full of these soon.
YOU GET A ROSE // Sephora’s Brand Summit, while VERY different to Taco Bell’s, is also a huge event. This year, it was Bachelor-themed, with brands competing for roses. “Every Sephora Brand Summit produces one undisputed breakout star, and this year, summit-goers would not stop talking about the Dubai-based fragrance brand Kayali.” (sister brand of Huda Beauty) Much like everyone, Sephora is on the fragrance train.
NOOM PIVOT // Now that 0% of people want to lose weight by suffering through a diet, Noom, the weight loss company, is pivoting. The pivot might be better than the original. They are going after HRT. If you’ve read even one GOOD THINKING letter, you know this space is huge, and no one is dominating it yet. But (and it’s a big but) this branding is giving 1980s grandma, and that’s 100% not the demo.
TRAVEL
JET LAG FACE NO MORE // The under-eye patch market is beyond saturated, but these new ones from Summer Fridays called ‘Jet lag patches’ are genius. Travel is in. They’ve given them a unique purpose. And they are ripe for an airline partnership.
TRAVEL RING -> The Hustle // People are duping their engagement and wedding rings. Searches for ‘travel rings’ are up 480%. Some jewelers are selling lookalikes of their collections for this very purpose. Anecdotally, a lot of people also have ‘gym rings’.
JOBS
Chat with our friend, Keva Dine (the best), about this Director of Strategy role*. (Dallas)
FUN FOR THE WEEK
Louis Vuitton tapped Pat McGrath as Creative Director for their new makeup line.
I love Sebastian Curi’s illos for Youth To The People
Joe the Juice partnered with Kevin Durant on a high-protein steak sando.
Love these Off Hours tins with ‘The best places to be high in NYC’ hidden inside.
Coldplay is the act for the first World Cup halftime show.
How cute is this rad wine tote by
Our favorite ‘Instagram Premium’ account / eyewear brand, Meller, opened a store.
Love Shack Fancy partnered with Goody and Wet Brush on a hair line. It’s cute.
Love this Adidas unboxing reveal tape and cute rug (that I wish was a doormat.)
That’s all, folx.
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
*If you get the role, we get a small commission. Go get ‘em!
NARS x Steven Klein was def. on the inspiration board for Isamaya's campaign and activation.