Claire’s has launched a new summer campaign which “reimagines” the Claire’s experience for Gen Alpha.
Titled ‘A Girl SMR at Claire’s’, the marketing drive plays into Gen Alpha’s obsession with all things sensory, from ASMR to tactile fidgets. It is built around the five senses and invites them to explore “girlhood through hands-on fun”.
The campaign includes a curated range of collectibles such as slimes, squishes and bejewelled accessories.
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It is the brand’s first major campaign since the North American arm was sold to Ames Watson late last year. It also comes as the UK business announced it was reopening 50 UK stores.
“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Michelle Goad, Claire’s chief brand officer.
“This new era is about creating a world where girls can explore, express, and experience joy through every sense. The Summer Sensory Shop and our ASMR-powered campaign are just the beginning of how we’re building a brand that feels as dynamic and imaginative as they are.”
The retailer will also be featured on Coverstar, an emerging social media platform and in creator partnerships. It will also launch a co-branded pop-up at VidCon Anaheim in June.
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