Claire's launches 'sensory-first' summer campaign
Claire’s just wants girls to have fun — away from their mobile devices and screens.
The tween and teen accessories retailer is launching a summer campaign focused on its Gen Alpha customers. It's the first major initiative since Claire’s was acquired out of bankruptcy by Ames Watson late last year.
Described as a "sensory-first" campaign, "A Girl SMR at Claire's” features in-store touchpoints, exclusive products and creator partnerships. According to the retailer, the campaign is rooted in Gen Alpha's obsession with ASMR (autonomous sensory meridian response) and all things sensory, and is built around activating the five senses: touch, taste, sound, sight, and smell.
“It's a counterbalance to their screen-filled upbringing and an invitation to explore girlhood through feel-good, hands-on fun,” Claire’s said.
Claire's said it began seeing a meaningful rise in demand for sensory-driven products over the holiday season, with squishies, slime and other tactile items quickly becoming must-haves and consistently selling out in stores. As a result, the brand is leaning further into the space for summer, building experiences and product assortments designed to engage all five senses.
Anchoring the new campaign is a “summer sensory shop,” a curated lineup of collectibles designed to delight across all five senses. The lineup includes bright, bejeweled accessories, scent-forward summer staples, soft, stretchy slimes and more.
In addition, Claire’s is rolling out an a recording station in select stores where girls can create their own ASM content.
“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."
As part of its new mission, Claire's is also entering into a range of partnerships spanning exclusive product collaborations, in-store activations and a co-branded pop-up at VidCon this June.
