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We were surprised last month when Euphoria Season 3 launched with little to no branded product tie-ins. We wondered: “Will other studios begin to follow suit and eschew brand relationships in favor of building out their in-house merchandising?” Well, fear not, branded tie-in product fans: The Devil Wears Prada 2 is stiletto-stomping into theaters this weekend with a seemingly unending array of product collabs. Page Six did a roundup of 9 initial collabs, and Miranda Priestly’s PR team is working overtime launching everything from cerulean sweaters to branded tweezers.
Given the movie’s fashion world setting, I predict we’ll also see many, many onscreen luxury product placements in the same vein as Euphoria’s Jacob Elordi x Bottega Veneta mini-ad in the middle of the S3 pilot. Thankfully, there will be a little more narrative reason for the product placements in The Devil Wears Prada 2 – we’re seated first and foremost for the clothes, after all.
All of this does beg the question – how many people are actually buying a The Devil Wears Prada 2-branded hairspray? Are all of these product tie-ins meant to be bought, or merely meant to be seen and meme-d ahead of the film’s release? Is this an effective use of resources for both the film studio and the brands?
While we prep for the return of Miranda Priestly, here are our favorite product launches of the week:
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First Up: Harry Styles’s Pleasing Collabs With Alice Mushrooms
alice mushrooms partnered with Harry Styles’s intimacy brand Pleasing on Pleasing Ending, a functional chocolate made for intimacy. This combination of alice’s Happy Ending product and Pleasing’s intimacy-celebrating brand ethos marks an intriguing expansion of both brands’ scope – and must be getting a strategic bump from Harry’s recent engagement announcement.
Trending: Hard-Shell Hard Launches
Cotopaxi launched Coraza, its first-ever hard-sided luggage. The sleek carry-on and checked luggage collection features interchangeable wheels in six colors so travelers can customize their travel gear. The zipper-free hard shell is made from 100% recycled materials, making it one of the most sustainably made hard-sided luggage options on the market.
Travel brand July also launched an innovative redesign of the traditional carry on this week: their new Capsule Carry-On is designed around a top-down packing system, allowing travelers to pack vertically and access what they need without fully opening the case. Along with its structured deep interior and door-style opening, the bag features design-forward details like internal compression, an expanded front pocket for large devices like laptops, a hidden pocket for valuables, and July’s signature CaseSafe lock with global tracking.
Trending: Korean Imports
Korean derma-cosmetic brand Centellian24 released three new sunscreens in the US this month: Madeca Derma Shield Vital Capsule Sun Essence, Madeca Derma Shield Vital Dewy Sunscreen, and Madeca Derma Shield Vital Airy Sun Stick. All three sunscreens are SPF45+ and built around Skin TECA, Centellian24’s proprietary Centella complex. They each have a different finish and texture, whether you’re looking for a melting essence or a product to reapply over makeup.
The Seoul-based fragrance makers at NONFICTION opened their first store outside of Asia last month in New York, and are following up their new US flagship location with the launch of two modern chypre eau de parfums: DEW & LIGHT and TEARS IN RAIN. The spring-inspired scents are an update on the classic chypre fragrance structure which usually opens with bright citrus notes (often bergamot), unfolds into floral or fruity facets, and then settles into a mossy, woody base. DEW & LIGHT blends peony, white moss, and Akigalawood, while TEARS IN RAIN layers oakwood and patchouli with bergamot and geranium. I can’t wait to drop by the new store and smell them for myself.
Before You Go…
- Figlia launched their newest summer-ready non-alc spritz, Sole Frizzante. I tested some early samples and it’s one of my favorite beverage launches of the year: bright, savory, and refreshing. The basil notes are particularly unexpected and delicious. Like everything Figlia makes, Sole Frizzante is built on all-natural ingredients with no preservatives, no added sugars, and no alcohol-mimicking flavors.
- UNREAL released their first-ever product collab: a Peanut Butter Cup Chocolate S'mores Kit that combines Unreal's Dark Chocolate Peanut Butter Cups, Partake's Classic Grahams, and Dandies' fluffy Vegan Marshmallows. The set of better-for-you-twists on nostalgic faves will be available at Target all summer.
- Biologique Recherche launched Sérum Spectral. The daily use serum is inspired by photobiology, the science that studies how living organisms respond to light. Sérum Spectral does not act on radiation itself, but on the skin’s capacity to face it, by reinforcing the biological mechanisms that condition its resilience over time.
- Sisley Paris debuted three new hand and bodycare products as a part of their Maison Sisley line. The Exfoliating Hand Wash, Melting Hand and Body Cream, and Cleansing Hand and Body Balm are all infused with Sisley’s Eau de Campagne scent.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
