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YAHOO BRAND IN THE KNOW LAUNCHES A NEW STYLE VERTICAL FOCUSED ON SHOPPABLE COMMERCE
No one is owning the Wirecutter/Strategist space for Gen Z (which I’ve been telling anyone who would listen for a few years 😶🌫️). I’m not confident that In the Know, Yahoo’s Gen Z platform, will be able to do it — yes, they’ve grown 1,230% year over year, and yes, they reach almost 20 million unique monthly visitors, many of whom are young people — but Yahoo doesn’t exactly have a great media track record. Remember Yahoo Style? And Yahoo Beauty? Shine??? adweek
TIKTOK AND INSTAGRAM ARE TURNING GEN-Z ON TO BOTOX
Oof: Interest in cosmetic procedures has surged among young people in the last few years, “so much so that some clinics are shifting their businesses to cater to younger consumers.”
[A 20-year-old college student] got her first procedure, a “lip flip,” (a non-invasive and relatively inexpensive procedure where Botox is injected near the upper lip to pin it up and make it look plumper) in December 2020 after learning about it on TikTok. The #LipFlip hashtag, filled with videos of users sharing their experiences, including before-and-afters, currently has 71.3 million views. Dearwater’s video has 78,000 likes.
The procedure cost her just $40. bof
TINDER ADDS EXPLORE SECTION TO DATING APP
In a bid to capture Gen Z, Tinder’s moving beyond the swipe with a new tab that lets users match with others based on interests — right now, it’s limited to “more than 15 types of interests, such as ‘foodies,’ ‘gamers,’ and ‘animal parents.’” Do people really still self-identify as “foodies”? wsj
FASHION LABEL BRANDY MELVILLE ACCUSED OF CULTURE OF RACISM AND EXPLOITATION
This is really bad (“from discriminatory hiring practices and predatory behaviour to Holocaust memes”), but is it bad enough to compel Gen Z to ditch one of their favorite brands? Tbd. dazed
A GENERATION OF AMERICAN MEN GIVE UP ON COLLEGE: ‘I JUST FEEL LOST’
At the close of the 2020-21 academic year, women made up 59.5% of college students, an all-time high, and men 40.5%. This is even crazier: Universities had 1.5 million fewer students compared with five years ago, and men accounted for 71% (!) of the decline. wsj
Relatedly, one last thought: