The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Boob jobs and Judy Blume.

April 18, 2023

Boob jobs are back, and they’re content now.

Following years of declining numbers, a recent boom has plastic surgeons asking, why the sudden must for increased busts? The answer: TikTok. The platform’s princess, Alix Earle, openly talks about her implants in videos to her 4.9 million followers. The Alix Earleeffect is undeniable, with #breastaugmentation garnering 917.3 million views and many influencers following suit to document the entire process, often negotiating discounts with surgeons in return for exposure. And it’s not just boob jobs. Brianna Chickenfry recently documented her nose job journey on Instagram, normalizing a quick nip and tuck to the level of casual social fodder. Move over filler and injectables, going under the knife is out of the dark and in the content wheel.

Have we reached peak trend?

TikTok is churning the trend cycle and its cloning effect faster than ever, leaving consumers exhausted and hungry for stability and originality. Keeping up is no longer “cool,” in fact, it’s becoming embarrassing to fall for yet another fad. The sea of sameness is pushing people to question what it means to have personal style. Well put by Blackbird Spyplane: "Fickle trend hopping is corny but experimentation is tight." Noted in The Atlantic, the state of the luxury handbag market signals novelty and new are no longer the aspiration. Reach out to our creative guru for inspiration and best practices on all things timeless.

Judy Blume re-blooms. The author’s agent has been busy!

This month, both an adaptation of Are You There God? It’s Me, Margaret and a documentary on her own life hits streamers. Meanwhile, Jenna Bush Hager brings the novel Summer Sisters to the silver screen and Netflix will create a series based on Forever. The author’s resurgence is a timely response to the struggles of today’s adolescence. Taboo topics like puberty and sex can now be explored at a very young age on the internet and social media, and while growing attention to these topics can be positive, it can also heighten confusion. From parents to kids, we all still need Judy Blume, a reminder of the compassion and empathy needed to make sense of these changes, something the internet is quite often lacking. Expect a return to more traditional pacing and discussions on these topics and think about how your business can help ease growing pains.

Licensing activations place fans inside the plot.

Ghibli Park welcomes visitors into the enchanted landscapes of the studio’s films with meticulously recreated sets, rides, and attractions. The Maisel Mile, a self-guided New York City walking tour inspired by Amazon Prime's The Marvelous Mrs. Maisel curates a journey through the show's 1950s setting, complete with retro storefronts and landmarks. Black Tomato's 007 James Bond travel package embarks on a thrilling adventure inspired by the iconic spy, with trips to the same destinations seen in the films. Even the Four Season's hotel from season two of White Lotus has become a top tourist destination in Italy. Keep a watchful eye on the content calendar for selling strategies aligned to your customer’s viewing pleasure.

Workaround payment models attract customers with money woes.

Announced in late March, Telfar’s live pricing model lets consumer demand dictate cost to lower the barrier of entry to the brand. In the wake of soaring popularity in 2021, Telfar introduced a TV Channel for product launches designed to prevent bots from buying and reselling bags, which drives up costs and exclusivity. In another play for cost control, Google’s new price-guarantee program will pay you the difference if your flight price goes down after booking. We’re reminded of when Ikea allowed customers to “pay with their time,” offering credit for time spent driving to stores. Consider this a good-will investment: consumers will remember brands who have their back in tough times.