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Cécred champions hair as a cultural memory in first campaign

A Deeper Understanding of Hair by Cécred, US

US – Beyoncé’s haircare brand Cécred has launched its debut campaign, A Deeper Understanding of Hair, created in partnership with Wieden+Kennedy. Rooted in documentary-style storytelling, the campaign highlights the emotional significance of hair through the lived experiences of six real women.

‘When it came time to bring our campaign to life, we knew we didn’t want to take a traditional, overly polished approach,’ Tiffany Plater, senior vice-president of marketing and creative at Cécred, told Marketing Dive. ‘That vulnerability is what makes the message resonate. It’s not about selling a product but starting a conversation everyone can see themselves in.’

Originally launched in February 2024, Cécred previously relied on Beyoncé’s influence and community storytelling to build momentum. This latest campaign signals a shift to emotionally intelligent branding that reflects hair’s deeply personal and communal role – and affirms Cécred’s position in the beauty-wellness sector.

Our Future Forecast 2025: Beauty report explores how beauty brands – especially in the textured haircare market – are raising the bar on how impactful their products can be through both product innovation and how consumers engage with brands through purpose-driven practices.

Strategic opportunity

Use community-driven storytelling to build emotional equity. Invite real consumers to co-author campaigns that spotlight shared values, deepen relatability and build loyalty beyond traditional influencer marketing

YouTube introduces Watch With feature at Coachella 2025

J Balvin at Coachella 2024, US

Coachella Live on YouTube 2025, US

US – YouTube is re-imagining its Coachella 2025 festival live-stream with a new Watch With feature. For the first time, viewers can watch performances alongside creators offering live commentary and reactions. These co-streams will be available on the creators’ channels across mobile, desktop and tv.

‘Watch With gives you the experience of watching Coachella alongside your favourite creator,’ reads an official blog post from YouTube.

Highlights included Lady Gaga and Zach Campbell on 11 April, Alok and Blogueirinha and Rawayana and SKabeche on 12 April, as well as Lady Gaga and Naomi Club and Enhypen and Ha Sisters during Weekend 2.

The feature reflects YouTube’s own research, which shows that 66% of Gen Z Americans (aged 14–24) spend more time watching content that analyses or discusses a topic than on the subject itself.

From Amelia Dimoldenberg’s breakout Oscars coverage to Twitch-native sports commentary, Gen Z increasingly prefer shared, creator-led experiences to passive solo viewing – whether they’re watching a red carpet, a football match or a festival live-stream.

For more on the evolution of the creator economy, read our The Next Creatorverse microtrend report.

Strategic opportunity

Channel the creator-as-commentator opportunity by partnering with creators who analyse, critique or react to trends, rather than just participate in them. Their audiences tend to be more engaged, thoughtful and invested

Stat: Curation and vintage resale influence audiences to shop circular fashion

Dry Goods by Savanna Premium Cider and Wanda Lephoto, South Africa

US – New data from luxury resale platform The RealReal reveals a growing appetite for second-hand fashion that blends environmental intent with elevated curation. Since its founding in 2011, the platform has helped keep more than 40m items in circulation – equivalent to 23,000 metric tons of clothing and accessories.

According to its latest Resale Report, 56% of items sold on the platform in 2024 contained synthetic or semi-synthetic materials such as polyester, nylon and spandex – extending the life of non-biodegradable pieces that might otherwise end up in landfill. The platform also currently lists more than 30,000 items that are over 20 years old – including vintage designers.

Alongside its environmental impact, The RealReal is influencing consumption habits. Some 69% of shoppers say the platform helps them curate their wardrobe, while 31% are now focused on buying fewer, more special luxury pieces. In 2024 alone, 433,370 consumers made their first purchase on the site.

In The Overconsumption Mindset, we delve into the psychological factors that lead to environmentally destructive consumer behaviour and the strategies that conscious fashion brands and resale platforms should take to appeal to new audiences.

Strategic opportunity

Shift the resale conversation from sustainability to style by focusing on quality, garment longevity and curated discovery. Position resale as a premium, personalised shopping experience that empowers consumers to buy less but better