no. 35: authenticity should feel authentic.
open ai releases image generation, starbucks latest campaign, and more.
mini news round-up 🗞️
anthropic is starting to do influencer marketing - i think it’s kind of genius.
it seems like every brand is launching their own eyewear - damson madder and heaven mayhem are some of the latest brands to launch sunglasses. the united states is expected to be the leading country in terms of revenue, with $5 billion expected in 2025 on sunglasses alone.
open ai just released image editing in chatgpt - curious to see how “openai’s and google’s latest tools make it easier than ever to re-create the styles of copyrighted works” — simply by typing a text prompt. but the real concern lies in how these ai tools are trained to imitate styles. are these companies training on copyrighted works, and if so, does that violate copyright law? see more here.
example of an advertisement generated chatgpt instructions. insane. printemps is a interior design haven rather than a department store - i will be visiting look at the interiors and leave, as most probably do.
because people are definitely coming here to shop... the wellness market has reached 1.8 trillion of largely consumer-directed spending according to the 2025 annual consumer trend report by forerunner ventures.
parke, a tiktok-founded clothing brand by chelsea parke, did 16 million in sales last year without spending a dollar on ads - this is truly a testament to how tiktok is worth investing in, given that you do it well:
brand-storming 🧃
stakt 🛍 (cpg)
alec’s ice cream 🍨 (cpg)
trends to watch 👀
in case you haven’t seen it yet, starbucks is returning to their brand “roots”:
starbucks' decision to return to writing customer names on cups is part of a broader strategy to reconnect with its roots and enhance the coffeehouse experience. this move, initiated by new ceo brian niccol, aims to restore a sense of personalization and human connection that starbucks believes was lost when it switched to printed labels during the pandemic. the handwritten names are intended to evoke nostalgia and create a more intimate interaction between baristas and customers, aligning with the company's identity as a "third place" for community and connection.
four months after kicking off their “getting back to starbucks” campaign, they announced $9.4 billion in revenue for the fourth quarter of last year. their new ceo attributed the performance to the campaign and to “those things that have always set us apart” (though it’s worth noting that the company’s sales are still down year over year).
i do somewhat like this campaign for a myriad of reasons but where this falls short for me is that it feels inauthentic. like a desperate attempt to manufacture nostalgia rather than a genuine return to form. i guess it’s hard to romanticize the past when their sales are struggling in the present.
i present a more strategic launch, balanced sentimentality with real substance:
consider a true element of newness alongside the return of the handwritten cups. nostalgia alone isn’t enough — it needs a fresh hook to make it feel intentional, not like a last effort.
a revival of the drinks that made them iconic in the first place. instead of pushing neon-colored lavender foam matcha (which feels off-brand and blank-streety), why not bring back the cult classics that customers crave? the core experience, not a trend catchup, is what would make this feel like a real homecoming.
also, why is their ad romanticizing a barista writing your name right. first of all, they never do (for me, at least). second, why not consider a more endearing conversation between a customer and employee instead?
when a return to authenticity is done well, you can feel it. see jcrew’s brand renaissance: a thoughtful revival that feels natural. or take google’s ads — shamelessly playing to your emotions but undeniably effective.
what these brands are getting right is the ability not to just pull at your heartstrings but also your wallet; they tap into something true, something foundational about the brand. authenticity works when it’s more than just aesthetics. it should be a moment that acknowledges the past while making sense in the present.
in the meantime, if you think starbucks pulled it off, let me know in the comments.
I work at a Starbucks store as a barista, and I have to agree that whenever I write on cups it does feel unauthentic, more of something that I'm forced to do. The feeling grew more with the inability to write or draw whatever I wanted and instead more guided towards a smiley face or a "thank you!".
Not clear how the economics of it work but I am excited to go to Printemps in a way i would not have been for any similar dept store that wasn't visually interesting...cool way of generating traffic