Kylie Jenner has revived her "King Kylie" era for the 10th anniversary of Kylie Cosmetics, commemorating the decade since the brand’s iconic Lip Kit launch.
The King Kylie era, which defined Kylie’s late teens and early 20s, was marked by her teal hair, matte liquid lipsticks, and, of course, the famous dog Snapchat filter.
For the 10-year anniversary, Kylie teased that the new King Kylie Collection would be announced on Snapchat, leaning into the platform that helped define her early social media identity. The collection includes classics like True Brown K and Dead of Knight, plus new shades like A Decade and Kylie Jenner Lips.
Kylie leaned into nostalgia marketing for the launch, creating buzz and anticipation around the relaunch. Fans are loving the throwback, and the campaign perfectly blends nostalgia with Kylie’s more mature image, reminding audiences of the cultural impact Kylie had on beauty and social media in the mid-2010s.
Brand opportunity
Beats by Dre could partner with Kylie to create limited-edition teal headphones inspired by the King Kylie era, amplifying nostalgia through music that was popular during the era. Creators could participate in a TikTok or Snapchat challenge showing their “Throwback 2010s Vibes,” styling the headphones with the new lip kits, or recreating iconic moments from 2015–2017 to the sound of tunes from these years.
This would position Beats as both a cultural and lifestyle brand, linking music, beauty, and social media nostalgia in a way that’s highly shareable and engaging.
One of the funniest examples of reactive creator marketing happened this week, all starting with UK influencer Molly-Mae Hague’s daughter, Bambi.
In a recent vlog, Bambi told her mum that she wanted to bite two girls at nursery — Emily and Dory (later revealed to be Storie). The whole saga, including Molly-Mae’s amused reaction, gently telling her daughter, “No, no, we bite croissants, we bite pasta, we bite pizza”, went viral almost instantly.
The clip sparked widespread online conversation, with fans finding the moment both hilarious and relatable. It also inspired a wave of brand participation. Lidl jumped on the trend, posting a TikTok using the viral audio and showing the products that Molly said Bambi should be biting instead.
Then Heinz took it one step further. In Molly’s most recent vlog, she shared that Heinz had sent her three personalized tins of baked beans – one for Bambi, one for Emily, and one for Dory (based on toddler Bambi’s pronunciation). The internet loved it, calling it “genius marketing” and praising the brand for leaning into the humor with perfect timing and tone.
Brand opportunity
While Heinz made headlines with their witty response, there’s room for Branston – Molly-Mae’s actual favourite brand of beans – to claim the moment.
The brand could tap into Molly-Mae’s relatability as a young mum, partnering with her on a video series where she shares candid “mum moments” – the chaos, the humour, and the heart – over a comforting meal featuring Branston beans. Although Heinz beat Branston to it with the personalized cans, the brand can play into the message that they may not be the viral choice, but they’re the trusted choice.
There’s a new TikTok trend that’s hilariously exposing family dynamics. Creators sit down with their parents, list out “potential partner red flags,” and ask if they’d consider them dealbreakers — except the catch is, they’re actually describing their parents’ own traits.
The comedy comes from watching parents slowly (or never) realize they’re the subject of the list. It’s the perfect mix of light-hearted trolling and generational disconnect, showing how chronically online Gen Zers view humor versus their more traditional parents.
The format is simple, easy to replicate, and endlessly entertaining — the kind of viral moment that thrives on relatability.
Brand opportunity
Prime Video could jump on this trend to promote family-friendly or generationally themed shows. Creators could film their own “red flag” videos with their parents, seamlessly tying in dialogue or moments from the series. Mixed-generational content performs well on social media as it is relatable to such a wide audience.
This piece of content we produced for DoorDash with Abbi DiCenso (and her iconic mother, Tina) for The Summer I Turned Pretty finale is the perfect example!
Want to chat about turning trends into tangible results for your brand? Reach out to us at hello@digitalvoices.com.
