"Produced in collaboration with Amazon Beauty, the event took place in the W Hollywood, against the backdrop of the LA skyline, and featured conversation from Melis del Rey, Health and Beauty General Manager at Amazon US Stores. The content centered around one crucial idea: brands must create a dialogue with young consumers, bringing them in on product decisions and pulling back the curtain, in order to drive loyalty and value."
""My content is my online diary. If you watch my videos, you know me pretty well as a person," Earle told senior trends editor Lucy Maguire. Earle kicked off the day with a keynote interview, in which she explained how vulnerability and relatability has led to her becoming one of the world's most prominent creators, with millions of Instagram and TikTok followers and over 1.5 billion TikTok likes."
Gen Z favors conversational, participatory brand relationships that invite young consumers into product decisions and behind-the-scenes transparency to build loyalty and value. Creator Alix Earle frames her content as an online diary, leveraging vulnerability and relatability to amass millions of followers and viral engagement across Instagram and TikTok. Earle’s spontaneous, authentic branded moments—such as a playful moisturizer clip and an improvised AI-related video—outperformed more polished ads, including a Microsoft Copilot TikTok that reached 10 million views. Established brands pursue creator partnerships and collaborative product strategies while retailers emphasize integrating customer dialogue into product planning.
Read at Vogue
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