Quick Look

  • Claire's announced today (April 30) a summer marketing campaign themed around autonomous sensory meridian response (ASMR). "A Girl SMR at Claire's" targets Gen Alpha and showcases the brand's new mission to celebrate girlhood in all its forms, according to details obtained by Marketing Dive.
  • At the heart of the campaign is the "Summer Sensory Shop" product line, along with ASMR filming setups at key locations, inviting consumers to create their own content. Creator and brand collaborations will focus on blind box unboxing, slime, and "squishy toy hunts."
  • The teen retailer will also run activations on Coverstar, a social media app designed for children and teens, and make an appearance at VidCon. The campaign, produced by We Are Social, is Claire's first major push since joining the Ames Watson portfolio last year.

Deep Dive

Claire's is entering a new chapter centered around what it calls the Gen Alpha "Claire's girl" and celebrating girlhood through "A Girl SMR at Claire's." This multi-channel campaign is inspired by the younger generation's appreciation for ASMR content and sensory-stimulating experiences, as well as the group's desire for more offline experiences.

"Gen Alpha is redefining the rules of modern girlhood, and Claire's is evolving alongside them," Michelle Goad said in a press release. Goad was named Claire's chief brand officer in February. "This new era is about creating a world where girls can explore, express, and experience joy through all their senses."

The core of the campaign is in-store ASMR recording stations at select locations nationwide, giving consumers the opportunity to create their own ASMR content using various textures, sounds, and sensations. The campaign promotes Claire's "Summer Sensory Shop," which includes items such as slime, squishy toys, and scented products.

As part of its new brand mission, Claire's is also prioritizing appearances in new spaces, including Coverstar—a social media app for teens and children designed to combat endless scrolling through creative challenges, live streaming, and avatar games. Additionally, exclusive brand collaborations will roll out throughout the summer, focusing on slime, blind box content, and "squishy toy hunts," a viral shopping trend where consumers document their search for squishy toys.

Claire's will also partner with popular YouTube creators for product placements and offline fan experiences. To support these efforts, Claire's will participate in a co-branded pop-up at VidCon, an event for digital creators and fans, taking place June 25-27.

This campaign is Claire's first major move since being acquired by investment firm Ames Watson for $140 million last September. At the time, the company worked with RCS Real Estate Advisors to keep at least 800 stores open and said it was "committed to preserving Claire's heritage while positioning the company for continued growth." Claire's filed for Chapter 11 bankruptcy protection in August, its second bankruptcy since 2018.

Correction: In a previous version of this article, the name of Claire's summer campaign was incorrect. The correct name of the campaign is "A Girl SMR at Claire's."

Correction: In a previous version of this article, the agency for Claire's summer campaign was incorrect. Claire's partnered with We Are Social on "A Girl SMR at Claire's."