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Your ATTN Please || Thursday, 27 March

Your ATTN Please || Thursday, 27 March

March 27, 2025

Personal chef, private trainer and… a full 8 hours of shut-eye?

Hustle culture is out. Slow living is the new luxury. And the newest status symbol? A fully optimised sleep routine, complete with cashmere pjs, a designer pillowcase, and 7 different sleep supplements. Ahem—brands, if you’re looking for your sign to start cashing in on this booming business, this is it.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

MSCHF pulls egg stunt, Taco Bell launches glittery cookies & Snow White tainted by controversy

Would you trust eggs from your skincare dealer?

The categories admittedly feel worlds apart. However, amid an avian influenza outbreak affecting hen populations, and therefore egg supplies in the US, some unlikely heroes stepped up to the (literal) plate. The Ordinary, known for its no-frills, affordable skincare, and MSCHF, the art collective known for its crazy marketing tactics (think: big red rubber boots, 2023) collaborated to fill two NYC stores with eggs cartons.

They were priced at $3.37 per dozen – a steal compared to sky-high prices that have rocked the nation recently. The stunt only ran for a short time over the weekend. It has been met with praise for fighting the good fight against soaring costs, but also criticism. Since, ya know, it’s a vegan skincare brand. And eggs, last I checked, are not vegan. Awkies!

What in the Grimace Shake is Taco Bell up to?

“Mmmmmm purple radioactive cookies.” A phrase I’d only imagine Homer Simpson ever saying. And even then… I think he’d have his doubts. Anyway, Taco Bell has revealed it will be releasing an Ube Strawberry Cookie. It's a chewy sugar cookie stuffed with vanilla ube cream and strawberry pieces. Don’t forget they’re also rolled in edible glitter.

Sounds nice enough – but it literally looks like Grimace's attempt at baking went horribly wrong. It also looks like if you went back in time and gave one to a 17th century child, they would pass away. But hey, I’m no Pete Wells. Either way, the reviews so far seem to be reasonably positive. All I can say is I’ll save myself the trip to the bathroom and politely pass thank you x

Disney’s new live-action Snow White is dogged by controversy after controversy.

Ironic, considering the original 1937 animated film literally invented the "Disney Princess film" genre. Here’s a brief overview of the line-up of controversy from Vox:

“Rachel Zegler, who plays Snow White in the new live-action film, has said that the original film was unfeminist, criticized Donald Trump and his supporters and then had to apologize for it, and spoken out in solidarity with Palestinians in the Gaza War, all of which enraged conservative audiences.

Outright racist commenters were also upset that Zegler, who has Colombian heritage, would be playing a character traditionally known for the pallor of her skin. Meanwhile, Gal Gadot, who plays the Evil Queen, has been vocally supportive of her native Israel in the midst of the war. Finally, actors with dwarfism have taken issue with the movie for its depiction of dwarves.” Woah nelly. That’s probably the reason we’ve seen little to no marketing about the movie.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

Why sleep is the new status symbol (& how your brand can capitalise on it!)

The early 2000s was all about two things: Work hard, party harder.

The rise of hustle culture, pulling all-nighters at work as a badge of honour, and being in the club on weekends as a symbol of clout meant burning the candle at both ends. Sleep was for the weak—or at least, for those who weren’t serious about “making it big,” or making it at all. But fast-forward to today, and the ultrarich have flipped the script.

We’re now in the age of curated rest.

Tech moguls, biohackers, and wellness gurus are treating sleep as the new frontier of self-improvement. Jeff Bezos swears by his eight hours. And high performers measure their deep sleep percentages like they’re tracking freaking stock portfolios.

In a world that constantly eats away at our time and attention, achieving perfect sleep has become a flex in its own right. It's a sign you’ve mastered not just your schedule, but your biology.

Honk-shoo-honk-shoo stocks are UP. And boy, is the sleep economy booming, fuelled by an insatiable demand for optimisation. Wearables like Oura Rings and WHOOP bands promise hyper-personalised insights into REM cycles. Eight Sleep’s cooling mattress adjusts temperature in real-time to keep your body in peak sleep conditions.

There are blackout curtains that sync with circadian rhythms and white noise machines calibrated for brainwave activity. And, of course, the endless parade of supplements, from magnesium blends to melatonin-infused elixirs.

But none of this comes cheap. True sleep optimisation is an expensive pursuit, and that’s the point.

It’s exclusive and elitist. Just like a private chef or a personal trainer, investing in sleep tech signals that you have the resources to perfect something most people struggle to get enough of. The ability to sleep well has become the ultimate marker of having arrived—not because you have nothing to do, but because you have full control over how you do it.

And of course, where there’s a status play, there’s a branding opportunity.

Luxury brands are already capitalising on sleep as the next wellness frontier. By weaving it into their narratives, they're reinforcing a sense of exclusivity and self-care.

High-end hotels now sell "sleep experiences" featuring temperature-controlled rooms and custom aromatherapy blends. Designer silk pillowcases, infused with skincare benefits, have become must-haves for the beauty-conscious elite. Even fashion brands are getting in on the game. Cashmere loungewear and $400 pajama sets are marketed as essential elements of a "well-rested" lifestyle.

Then there’s the supplement industry. Brands like Moon Juice, Goop, and even mainstream players are churning out "sleep optimisation" formulas packed with adaptogens and nootropics. The line between wellness and luxury has never been blurrier.

For brands looking to build luxury associations, sleep presents a massive opportunity.

How? By positioning sleep not as a necessity, but as an experience—something to be curated, refined, and, of course, elevated. Consider:

Premium sleepwear & accessories. Think high-end pajamas, silk eye masks, and temperature-regulating bedding.
Sleep-first hotel & spa experiences. Think full-scale sleep programs, complete with biohacked environments and personalised rest rituals.
High-end sleep tech collabs. Think partnering with sleep tech brands to integrate exclusive features, whether in wearables, sound machines, or temperature-controlled environments.
Wellness-infused sleep products. Think "sleep-enhancing" skincare, aromatherapy, and ingestibles that align with a high-performance lifestyle.

The ability to optimise one’s sleep is a reflection of power, wealth, and autonomy. And for brands, tapping into the aspirational aspect of sleep is how you sell the idea of a well-curated life.

-Sophie, Writer

TREND PLUG

The “Goblin Laugh” meme trend

Sometimes you’re not the main character—you’re the little creature causing problems in the background.

This trend embraces exactly that. TikTokers are using an unsettling evil laugh from a Turkish TV show (ARKA SOKAKLAR, episode 673 if you’re a freak for lore) and pairing it with cursed, AI-generated goblin images that exude nothing but chaotic energy. It’s giving: I shouldn’t have done that... but I did. And I liked it.

Creators are using the audio to showcase moments where they fully lean into their devious side, like:

How you can jump on this trend:

No need to film—just use AI to generate a cursed goblin image that fits your vibe, pair it with the sound, and overlay your text. The text is the main character here, so pick something wildly relatable or subtly chaotic.

A few ideas to get you started:

How it feels watching the brand go live with an idea I came up with as a joke
How it feels adding a trending sound to an unrelated post and calling it a strategy
How it feels uploading a meme instead of the campaign because it’s “performing better”

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Fireworks are NOT for everyone
❤How wholesome: she cannot be bothered
😊Soooo satisfying: Coconutception
🍝What you should make for dinner tonight: Creamy coconut Dal

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

I don't have a marketing degree but am just learning the social media industry in my first job. What advice do you have for me? - Benji

Hey Benji!

Social media is the kind of thing you have to learn by doing! Things change so quickly, so you have to continuously be engaging on the platforms to understand them. One of the best ways you can learn is to work on building your own brand on social media. Experiment with creating different types of content, noticing what does well and what doesn't. Look at your data and use it to improve your content.

My second piece of advice is to spend intentional time on social media (and I don't mean doom scrolling). So when you're on a platform, pay attention to what you pay attention to. Question why a piece of content works or doesn't work. Look at what kind of hooks stop your scroll. The more time you spend on a platform with the intention to learn about what works, the faster you'll understand what kind of content to create for that space.