We’ve girl bossed, girl mathed, and girl dinnered enough.

And now, the tide is shifting as we enter our Mother Era.

If your brand wants to keep up with the times, it’s time to get on board.

In today's newsletter:

• Is our Girl Era finally over? (find out how your brand can embrace this shift)

• A $165 shower head? In this economy? (how Jolie grew to $30 mil in 3 years by making us aware of a problem we didn’t know we had)

• Trend plug - I don’t give a damn (time to get a little ragey!)

• My boss wants me on camera—Help! (try this easy way to get started!)

- Charlotte, Editor ♡

Baby girl, you are mothering so hard right now.

Cottagecore, Coquette Girly, Ballet girl aesthetic.

Enough. Please. We are tired.

Half the time I feel like I am speaking literal brain rot. But if you’re chronically online like I am, I’m sure you’re not immune to the ever-changing aesthetic trends that dominate our generation's style every 2-3 months.

However, the obsession with Girlhood has reigned supreme for quite a few years now. From 'barbie girl' to 'girl dinner' and 'girl math,' slap a bow on it and the price hikes up. Everything for the past 2 years has been about femininity, albeit slightly infantising.

But there’s a huge disparity between the performance of girlhood online and the reality of it.

Particularly with what we’ve learned about girls in the past year. Because they’re not okay. There are a plethora of studies revealing girls face record sadness, hopelessness, and anxiety at double the rates of boys.

Maybe that’s the reason this fantasy is being pushed aside for something more nurturing and protective.

Welcome to the stage, Motherly Era.

[Keep reading]

-Sophie, Copywriter

A $165 Shower Head? In This Economy?

Have you ever heard of selling a problem, instead of a solution?

Sounds counterintuitive, right?

But that’s how luxury shower filter brand Jolie went from $0 to $30 million in three years with just a single product.

Jolie's shower head costs $165 and promises to improve hair and skin health.

Yeah, it’s not the easiest sell off the bat.

It may be appealing if you’ve got a good amount of disposable income. But in this economy, many consumers focus on the essentials and the 'nice to haves' fall by the wayside.

But Arjan Singh, co-founder and head of brand marketing at Jolie, would argue against that point. 'We would not say Jolie as a product is a want or something that’s nice to have, but more a necessity,' he told Marketing Brew.

But how do you prove this to an audience tightening up on their spending?

Show you the cut, then give you the Band-Aid.

[Keep reading]

-Sophie, Copywriter

Trend Plug - I Don’t Give a Damn

We're screaming 'I DON'T GIVE A DAMN' at the top our lungs today. Join the club!

This trend is a result of TikTok user Ekane's livestream where she rages at her phone, then immediately starts dancing to Black Barbies by Nicki Minaj.

Now creators are using this sound to rage at themselves or other people. Some are frustrated with their relatively minute struggles or problems. Others are recreating reaching their breaking point when they're asked a repetitive annoying question.

How you can jump on this trend

Use 6 seconds of the sound to share something you just don't give a damn about while screaming 'I don't give a damn.' Add onscreen text of anything that gets on your nerves.

Some ideas to get you started...

• 'POV: getting booked in for a meeting I have nothing to do with'

• "POV: your app of choice keeps asking you to upgrade to premium'

• 'When the intern is asking me for ideas'

-Abdel, Social Media Coordinator

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Ask the Editor

Q - My boss wants me to start making TikToks for our brand account but I HATE being on video. What should I do? -Harrison

Hey Harrison!

If you're going to start creating video content but you're camera shy, start small! For example, you could using b-roll footage paired with voiceover audio.

Then you can just focus on learning how to connect with your audience through what you're saying. As you get more confident, increase the time you're actually on camera. When you ease into it, you'll see that making videos isn't as scary as it seems!

- Charlotte, Editor ♡