Claire’s is introducing a new brand direction aimed at Generation Alpha with the launch of its summer campaign, “A Girl SMR at Claire’s,” marking a strategic shift toward sensory-driven retail and experiential engagement.
“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” shares Michelle Goad, Claire’s Chief Brand Officer. “This new era is about creating a world where girls can explore, express, and experience joy through every sense. The Summer Sensory Shop and our ASMR-powered campaign are just the beginning of how we’re building a brand that feels as dynamic and imaginative as they are.”
The campaign centers on a five-senses approach designed to bring digital-native consumers into physical retail spaces through tactile, immersive experiences. At the core is the Claire’s Summer Sensory Shop, a curated assortment of collectibles and accessories, including slimes, squishies, and scent-based products, which align with the growing demand for sensory play and self-expression.
In-store activations will include ASMR recording stations in select locations, allowing customers to create content while engaging directly with products. The initiative reflects a broader effort to position stores as interactive environments that extend beyond traditional retail.
The campaign also expands Claire’s presence across social and creator-driven platforms, with partnerships spanning digital content, product collaborations, and live events, including a planned activation at VidCon. Additional limited drops will tap into collectible trends such as surprise toy formats and “squishy” collecting communities.
The launch follows Claire’s integration into the Ames Watson portfolio and signals a continued focus on evolving the brand’s retail and product strategy to align with shifting consumer behaviors among younger audiences.
Learn more at claires.com.
