Just in time for back-to-school season, the Mentholatum-owned skincare brand has launched 'Zitcoms,' a content campaign that trades clinical messaging for something teens actually want to watch: awkward, self-deprecating humor. The series, created with agency The Bam Connection, uses influencers, everyday consumers and even high school drama departments to stage mini sitcom-style skits about acne struggles. The result is part branded content, part user-generated experiment and part theater performance, designed to feel more authentic than glossy ads and more relatable than medical claims.
At the core, Labubu and Sydney Sweeney aren't radically new; they're evolutions of age-old marketing patterns. History is repeating itself. Labubu mirrors the Beanie Babies craze of the '90s: collectible, emotionally charged, and driven by hype cycles.
