Post-capitalist vices and PR packages

Author

Izzy White
February 01, 2024

Hi!!! Welcome!! This is the a newsletters that has taken the IRL weekly trends briefing, and been transformed into the written word. All this information is a weekly digest of current news, trendy soundbites and sharp insights so that you can quit reading and still sound smart. Gathered from articles, newsletters, reports, and TikTok: It's like Blinkist for culture.

Algorithm References  

While there are quite a few references from the past week, I want to focus on a big theme that is a slippery slope and that is when a brand, influencer, celebrity etc. make it feel like there is a power distance between themselves and their audience, accidentally. We’ve seen this through below references, and remember these moments may seem fleeting but all come back to larger trends and behaviours that are important for everyone reading this to understand.

Marketing-Influencer-PR Marketing

Charlotte Tilbury is a popular make-up brand that was truly made big through TikTok. They recently sent out PR packages, with missing products. All the influencers posting them unpacking these large lipsticks, are playing naive to this marketing ploy and the audience believed it at first. But as mentioned above, if there is a brand ever involved and many people are posting about it on socials - it probably came from the brand itself. Think of the Prada Christmas Ornaments - it’s not a coincidence that everyone opening them dropped them and smashed them straight away. Anyway, Charlotte Tilbury has now posted a TikTok confirming that it was all marketing and has turned it into this mystery game that people have to stay tuned to see what it is… This is risky for a brand, especially because it involves some controversial influencers such as Mikayla. Stay tuned for how it unravels, or if it quickly is forgotten about.

@emelywithane_

at least i got a new box!! @Charlotte Tilbury …or is this a prank …lmaoo

Tongue and Cheek Vices
@_anne_chloe

When I say everyday, I mean every single day…#fyp #viral #foryoupage #ibuprofen #liver #viralvideo #funny #itrieditiprimedit #bestie #free... See more

“The trend is "When ________ finally catches up with me" and then the person fakes a sudden death in line with the audio.

I like how quick it is and also that people are sharing something they expect to suddenly die from. I like how morbid and nihilistic it is but also it's short and sweet.

A lot of the people doing it are pointing out their long-time vices, idiosyncrasies and habits that they know is not good for them, ie. "when cracking my neck every day for 7 years finally catches up with me", making it sort of like a slapstick version of YOLO.” - Duncan

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Articles

I’m sure you’ve seen the research from this article floating around this week, data that confirms that gender has an impact on political views. While this data is important to be discussed and picked apart - I am going to channel my inner cynic here and note that this is my opinion as of February 2nd and it might change. One of my frustrations with this data is the way it discusses ‘sex’ and ‘gender’ interchangeably - sounds nitpicky but when we’re talking about a divide in politics and don’t at least attempt to add nuance it feels like a lazy take on a very nuanced topic. Another thing, that other people have pointed out, is the author of this article blaming #MeToo as the reason for the divide - which needed more clarity as to why this movement was to blame. I understand that the data was utilised from the 1990s to now, but if you think of the way gender has changed since then and the way each gender (and sex) has responded to the changes over the years - there will be a divide. Through access to information, advances in technology and the loneliness epidemic, this divide is inevitable. Overall, I believe that the focus should be on identifying the triggers of the divide and preemptively setting up systems that prevent radicalisation that actively harms people.

While the Stanley Cup is a bit of a broken record, this article is interesting because the CMO of the company was also the CMO of Crocs when they popped off. In moments of virality, it’s always fascinating to see if and when there have been constant variables involved such as the same CMO. This guy's main method to know whether something has truly entered the Zeitgeist is the “airport test” which is the concept that if people are lugging Stanleys with them to their games, he knows the tumblers have arrived. It’s even referenced in the article that maybe TikTok is the airport of the internet…

Speed round of articles which I found interesting this past week - Has shoemaking been democratized? , How Brands Are Activating at Sundance 2024, TikTok: What’s Next Report, The Death of the Critic and finally one that people should definitely read because it’s about a Beauty Brand ‘Saie’ and their marketing tactics when engaging with their community - 10/10

To keep in line with the discussion aspect of Trends Briefings, here is a question for you to reflect upon… or even message me your thoughts and we can chat

!!Weekly Question!!

Do you notice when you’re being marketed to? What are the reasons you might let your guard down, and let them influence you?

Thank you for getting this far. I look forward to hanging out with you all next week!

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