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Axios
17-07-2025
- Business
- Axios
Pinterest's comms-led coffee collaboration
Pinterest just brewed up one of its biggest creator collaborations yet — and it was born out of the communications team, not brand partnerships. Why it matters: Communication and marketing teams are known to butt heads over creator partnerships, with one side focused on pushing the boundaries for cultural relevance and the other mitigating risk. Yes, but: Pinterest's recent partnership with longtime "pinner" Emma Chamberlain and Chamberlain Coffee is a case study in what happens when a communications team leans into cultural alignment, trend-spotting and multi-layered corporate storytelling. Catch up quick: Over the past five years, Pinterest's comms team quietly tracked every time Chamberlain mentioned the platform. That authentic affinity became the foundation for Pinterest's first-ever co-branded physical product, a salted toffee coffee blend with Chamberlain Coffee. The partnership also included a Pinterest board showcasing Chamberlain's behind-the-scenes inspiration and shoppable pins, a specialty drink at Chamberlain Coffee's LA café, limited-edition merch and an on-stage interview with Pinterest CEO Bill Ready during Cannes Lions. By the numbers: The partnership received nearly 1,500 press mentions in the first week, according to Pinterest. Meanwhile, Chamberlain Coffee saw a 200% spike in sales on site during launch day and a sold out merch store. Plus, the partnership received high praise across LinkedIn from influential voices within the brand and marketing space. Between the lines: This was more than just a brand partnership that sold a product or got eyeballs. It was a comms-led, reputation-building moment that nailed the messaging of key business priorities, like elevating Pinterest's shopping features, highlighting the power of Pinterest Predicts and spotlighting a creator who spoke about the platform as a "safe haven" online. What they're saying: The partnership unlocked so many opportunities for storytelling, says Marie-Joelle Parent, director of consumer communications at Pinterest. "In comms, we're always looking at, who's the spokesperson and what are the stories?" Parent said. "And this was multi-layered. Emma is an authentic Pinner who's built her brand using the platform. Plus she's very aligned with our brand values as well." What's next: Pinterest's team is looking to re-create the magic. "We're looking for those interesting brands or creators that offer storytelling opportunities, unique product sets and a distinct identity of fans following behind them, that are also aligned to the trends we're seeing on platform," says Laurel Stier, director of programming and originals at Pinterest. Chamberlain is still organically posting about Pinterest. Perhaps a nail art collab is next?
Yahoo
03-03-2025
- Entertainment
- Yahoo
Ariana Grande Brought the Jellyfish Trend to the 2025 Oscars
Since taking on her role as Glinda in Wicked, Ariana Grande has been dressing for the part both on and off the screen. Her Glindacore look for the Oscars 2025 red carpet, however, also happens to very subtly lend itself to the jellyfish trend that's slowly been taking over fashion and beauty. Grande, who earned a nomination for the Best Supporting Actress category at tonight's ceremony, opted for a Schiaparelli Spring/Summer 2025 Couture look for the red carpet. The light pink satin sweetheart bodice features a trendy large ballooning peplum and was layered over a chiffon dress embroidered in sparkles, though only the neckline and train peeked through. The silhouette resembles the shape of a jellyfish's top and legs, falling in line with one of today's hottest trends. Noted in the 2024 Pinterest Predicts report, jellyfish-inspired styles have been trending as of late. The trend is commonly associated with haircuts, and we did indeed see plenty of them on the Grammys 2025 red carpet with stars like Billie Eilish and Miley Cyrus wearing them. However, jellyfish-inspired fashion is also on the rise as exemplified by Grande tonight. Highlighting the shimmery satin and gem embellishments of her dress, Grande opted for simple and elegant jewelry. She wore a short lariat necklace and diamond stud earrings. They were on clear display since she wore her Glinda-esque golden blonde hair in a slicked back bun, rather than going for a matching jellyfish haircut. As for makeup, she opted for a light matte eyeshadow and full eyelashes. She completed the look with a touch of soft pink lip gloss. It's no shock that Grande would dive into this aquatic-inspired trend. She has proven that she's not afraid to go for a bold look throughout this award season, even while maintaining her Glinda theme run. Grande similarly wore a pillowy peplum dress at the BAFTA 2025 red carpet and a bubble dress at the Palm Springs International Film Festival Awards. So tonight's look is a fitting way to end the 2025 award season. Originally Appeared on Teen Vogue Want more style stories from Teen Vogue? Check these out: Where Did All The Tween Fashion Go? All the Beauty Products We Spotted at the 2024 Olympics 9 Sunscreens Teen Vogue Editors Swear By for Year-Round Protection From Rose Water to Eyeliner, An Ode to Middle Eastern & North African Beauty
