'80s nostalgia
Kate Bush is top of the pops again, Kim Kardashian is rocking a mullet in her new Skims campaign, and searches for ‘roller skates’ are up 134% this past month. Yep, ‘80s nostalgia is raging. |
Have you sent a press release hooked on it yet? If the Stranger Things frenzy didn’t inspire one, perhaps the forthcoming Barbie movie might. Should the trend play out in a similar way to the ongoing ‘90s and ‘Y2K’ comebacks, I can tell you what’s useful to receive from PRs to inspire content on the theme. Sharing specific stats: Shopping data is useful evidence of a trend. Google search volume increases, or rocketing social media mentions, are also good – but only with clear links to the theme. It’s misleading to suggest rising searches for ‘blonde hair’ (which happens every summer) relates directly to Margot Robbie’s Barbie. Key expert commentary: Yes, we want hairdressers talking about how to make a mullet look modern, or make-up artists on taking blue eyeshadow from cringe to cool. But think outside the box, too: can a marketing professor talk about the role popular culture plays in trends? Or can a trend forecaster move the conversation forward for your brand? Highlighting heritage brands: Those who set trends the first time around can rightly reclaim their moment. What ‘80s-originals are still on sale, and can this fuel a resurgence of trusted beauty brands and long-standing products? (Hi Olay, Wella, Clairol..!) Pulling visual references: We love to see visual inspiration too. Iconic pop imagery, old photoshoots, classic catwalk shows… looking back at old pictures makes a nice change from seeing Insta selfies and TikTok vids. If your product or brand is aligned with a nostalgic look – show us it. |
What Bridget Thinks…
“This announcement of Superdrug’s ‘market-first’ TikTok talent show positions the retailer as forward-thinking in the digital space, while providing insight into beauty consumers on social media for wider context. Besides news of the collab, it shares that 49% of people bought a beauty product after seeing it on TikTok, which is pretty staggering.”