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Depop campaign reframes second-hand fashion as secret to personal style

Where Taste Recognises Taste by Uncommon for Depop, UK

US – Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date. Created by Uncommon Creative Studio, Where Taste Recognises Taste dramatises the emotional connection between buyers and sellers, introducing the idea of Depopelgangers – style twins who discover each other through second-hand fashion.

The campaign marks a tonal shift for the London-based platform, transitioning from educational messaging to cinematic storytelling designed to appeal to a wider demographic beyond its Gen Z base.

‘Second-hand isn’t only sustainable, it’s also where the most interesting, personalised wardrobes are built through genuine style connections within our wildly diverse and global community. It’s one thing making second-hand accessible, but it also needs to be exciting,’ says Sonia Biddle, interim chief product officer and marketing leader at Depop.

The campaign echoes insights from New Codes of Value, which identified the values shift away from blind consumerism towards savvy spending that leaves the individual feeling better post-purchase than before. Head to our Rebranding Resale report for more examples of the upscaled marketing initiatives, luxury partnerships and circularity-led retail concepts that are redefining resale and helping consumers enact this shift.

Strategic opportunity

Build campaigns that highlight the emotional value of second-hand ownership, positioning resale as a lifestyle choice rooted in creativity and community, with sustainability as an added bonus.

Dermalogica launches digital community for skincare professionals

UK/Ireland – Dermalogica has launched Pro Community hub, a digital space designed by skin therapists, for skin therapists, with the ambition to become the UK’s largest and most connected professional skincare community.

Launching in September 2025 and built as an extension of Dermalogica’s award-winning education hubs, it represents ‘the next step in strengthening industry connection and learning’, according to the brand’s press release.

Hosted on Circle, the Pro Community offers peer-to-peer advice on products and treatments, best practice sharing to boost business confidence, expert-led discussions on ingredient trends and a career-focused network across the UK and Ireland.

Members can engage in real-time discussions, ask questions and connect with peers, with flexibility for expansion into live events, expert-led courses and exclusive content.

The Pro Community hub further aligns Dermalogica with Accredited Beauty – a trend we’ve been tracking since 2022 – which forecast the healthification of the beauty industry, driven by consumers seeking out proof points on product quality, efficacy and sustainability.

Head to our Neo-community Market report for more on the creative ways brands are building communities and strengthening brand loyalty.

Dermalogica, UK

Strategic opportunity

Build brand authority by creating digital hubs or in-person networking events that centre expert voices, peer learning and credentialled advice, positioning your brand as both a trusted educator and a connector.

Stat: US study suggests Gen Alpha are fuelling cinema revival

Outdoor cinema at Jumeirah Al Qasr, UAE

US – A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, compared with 48% of Gen Z, and 45% of Millennials and Gen X.

The report suggests that, unlike older cohorts who recall watching DVDs or VHS, for Gen Alpha, on demand is standard – making cinema a more novel, social experience; social viewing is key, with 55% of Gen Alpha preferring to see films with friends, compared with 31% of Millennials.

Despite assumptions about shrinking attention spans, fewer than 10% of under-13s use phones during screenings and the ideal running time across ages remains just over two hours.

Gaming franchises dominate their cultural landscape, with Roblox, Minecraft and Fortnite ranking highest, alongside Marvel and Spider Man. Demand is also rising for premium screening formats, with 65% wanting Imax, 54% 3D and nearly a third (29%) interested in singalong screenings.

In our Alphas Now and Next: From the Sandbox to Roblox report, we identified how Gen Alpha’s digital habits diverge from older cohorts. For this group, gaming devices, iPads, televisions and cinemas hold greater appeal than mobile phones or social media.

Strategic opportunity

Explore immersive formats such as Imax, 3D or singalong screenings as templates for brand activations that tap into Gen Alpha’s appetite for shared outings, gaming crossovers and immersive formats that go beyond everyday streaming.