Influencers

Ulta Beauty created its first-ever collective of professional female athletes who embody confidence and resilience to encourage young consumers to stay in the game.

Courtney Nordin explains how the brand found success with this program, which won a 2025 OmniShopper Award.

The company has been leaning toward a data- and AI-enabled approach that allows it to tap into the consumer journey in a variety of ways and right from the beginning.

Creators are expanding beyond TikTok and Instagram to platforms like Substack, Discord and Reddit, where deeper trust is built through long-form and subscription content.

Lowe's is using Marketplace expansion, creators, and AI-driven video and visualization to turn digital engagement into measurable omnichannel growth.

Crocs, Tarte and Pacsun explain why they are treating TikTok Shop less like a campaign and more like a core retail channel.

Here's how the manufacturer highlighted its brands through a full-scale omnichannel program at Walmart and other retailers.

The CPG company is leaning on influencers, community-driven content and backend tech investments to turn social engagement into sales.

The location will function more like a rotating retail destination than a traditional big-box store, featuring experiential zones with a commerce focus.

SheSpeaks’ Aliza Freud and Pathformance’s Elizabeth Johnson unpack the shifting consumer mindset and what it means for brands in the year ahead.