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One of the buzziest TV premieres of the year took place on Sunday night, but you’d never know it if you looked at my PR inbox. Euphoria’s third and final season kicked off on HBO last weekend, after myriad production delays and scheduling conflicts with its booked-and-busy ensemble cast. While there were some notable branding moments onscreen (how much did production receive for Bottega Veneta brand ambassador Jacob Elordi’s conspicuous head-to-toe Bottega looks, we wonder?), there was notably very little noise around any tie-in brand activations IRL.
Was this simply fatigue on brands’ part after the deluge of Love Story collabs last month? A signal that brands are starting to question the value in aligning themselves with TV audiences vs. seeking relationships with individual celebrities and influencers? Or is Euphoria studio A24 guarding any promotional profits for their own extensive merch collection? Based on past seasons, the latter seems most likely. A24 has been choosy with its corporate partnerships to promote the show, in an effort to steer fans to their own merch and Euphoria-inspired beauty lines. This is a compelling alternative to the current trend in over-saturated brand deals (remember how claustrophobically inescapable all the Wicked co-branding was?), a way to both preserve the caché of a valuable piece of IP while building “organic” conversation around the show. While the more subtly branded pay-to-play influencer ecosystem has enormous value for any studio seeking younger-skewing audiences, it seems that overtly branded deals are on the way out.
Will other studios begin to follow suit and eschew brand relationships in favor of building out their in-house merchandising? Or is it too late for bigger studios to develop a distinctive, desirable visual signature à la A24? I for one am relieved to have gotten a little respite from TV tie-in campaigns, at least for now (did we really need an Outlander-themed alarm clock setting?).
While we await the drop of studio-approved Euphoria merch that’s sure to come soon, here are my favorite product launches this week:
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First Up: Summer Seersucker from LAKE
This NY heatwave had me grateful that the PJ aficionados at LAKE just introduced their new Summer 1 collection, featuring summer-friendly seersucker styles, easy silhouettes, and new seasonal prints. The new drop builds on LAKE’s signature comfortable sleepwear designs with updated takes on summer pajama sets and airy nightgowns. I personally will be wearing my seersucker Charlie Shorts Set out and about until the heat breaks.
Trending: Delicious Gift Sets
Fishwife launched their Fishwife Mother's Day Gift Box, including a hand-blocked handkerchief collab with Block Shop Textiles. Along with the limited edition handkerchief, the gift tin includes 3 of Fishwife’s newest tins of fish: Smoked Rainbow Trout with Red Chimichurri, Albacore Tuna with Soy Ginger and Smoked Salmon. And in other Fishwife news: Boarderie & Fishwife also teamed up this week to introduce a smoked salmon add-on for Boarderie's signature classic cheese and charcuterie board.
Diaspora Spice Co. released their Midnight Garden Cookie Tin, inspired by nostalgic childhood cookie tins (universally destined to live on as sewing kits). Diaspora Spice Co. teamed up with Kashmir-based brand Pyaala to create the handpainted enamelware tin, making each one unique. The tin contains three signature cookies by NYC-based baker Laurie Ellen Pellicano, infused with spices like Kashmiri Saffron, Aranya Black Pepper, Kaveri Vanilla, and more.
Trending: Summer Glow
Westman Atelier released the Sun Tone Bronzing Crème, a creamy bronzing compact that delivers a duo of tones formulated to mimic the way sunlight naturally bronzes skin. The silky cream-to-powder formula blends into a hydrated-matte finish and is available in 4 sun-mimicking duos. To accompany the bronzer, Westman Atelier also launched the Blender II Brush, a densely packed cream brush handmade by artisans in Kumano, Japan. I’ve slowly found myself converting all of my lip and face beauty products to Westman, and can’t wait to check out this new release.
Victoria Beckham Beauty released their new Colour Wash Bronze Water Tint, an extension of their popular Colour Wash Blush Water Tint line. The hydrating, watercolor-inspired formula sets slowly into a longwear stain, allowing you time to blend. It’s available in two buildable bronze shades for a customizable hit of summer glow.
Before You Go…
- MERIT partnered with ballerina Misty Copeland to celebrate the expansion of MERIT’s The Uniform Tinted Mineral SPF with 5 new shades. The launch includes a limited-edition The Misty Set featuring Misty’s favorite everyday MERIT essentials.
- The SPF specialists at Vacation collaborated with bodycare brand Soft Services on their new Vacation x Soft Services Buffing Bar, combining Soft Services’ in-shower exfoliator with Vacation's signature scent.
- Luxe fragrance brand Vyrao entered the world of bodycare for the first time, unveiling The Cream Scent. The Cream Scent for hands & neck has a buttery, ceramide-enhanced formula and comes in 5 of the brand’s signature neuroscents, containing energy-amplifying ingredients that lift and shift your mood in different ways.
- Caraway also expanded into an entirely new category with the debut of its Trash and Recycling Collection, bringing the same design-forward approach the brand is known for into solutions for everyday waste and recycling.
- DailyDocs released a limited edition version of their viral document organizer as part of a collaboration with lifestyle creator Kristen Hollingshaus. Inspired by Kristen’s signature calming aesthetic, the striped colorway comes in blush pink, sage green, and warm neutrals. I’m a recent convert to DailyDocs’ textured linen binders, which I use to organize important documents – maybe it’s time to indulge in another for sentimental keepsakes!
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
