Bazaarvoice Huddle: Vol. 9

Get the latest coverage of CPG updates and emerging trends, with a special focus on social media and influencer marketing.

?? The world of wellness

• Pink Pilates princess: How a TikTok trend evolved into a key consumer group.
• Animal products are making a comeback in food and an entrance into beauty.
• Dry January and sober curious Gen Z: What does this mean for the alcohol industry??

?? The fresh flavors in food and bev

• Cucumbers, pickles, matcha, and more: TikTok drove the year’s biggest food trends.?
• GLP-1 drugs are changing appetites. Which brands are adapting?
• Gen Z drives demand for maximalist flavor profiles.??

?? The buzz in fashion and beauty

• How a viral bag from Walmart sparked a conversation about luxury fashion and dupe culture.?
• Aura beauty and moto boho: Pinterest Predicts is a must-read.
• How at-home beauty devices took over the skincare category.?

? Coffee break read

• As far as shopping, Gen Z and Boomers are heading in opposite directions.

?? Social media platform updates

• Meta makes affiliate links more prominent.?
• X allows advertisers to sponsor creator videos.?
• Snapchat updates the creator monetization process.?

?? Creator campaign crush

Fragrance is booming, and perfume communities on social are reshaping the sector. PerfumeTok, the TikTok sub-community dedicated to everything fragrance, has seen incredible growth this year, especially with younger generations, who increasingly consider scent a key form of self-expression.

VIKTOR&ROLF perfectly tapped into this by partnering with smaller PerfumeTok influencers to build buzz around their holiday fragrance gift sets. A campaign focused on niche communities and creators? ? Perfection. ?

Check out one of our favorites below:

? Meanwhile, in the world of influencers…

‘Tis the season for making predictions, and we have a few for creator marketing:

1. Small creators with niche focuses take center stage.
2. Long-form and episodic content continue their rise.
3. Creators step into more IRL (in real life ??) events.
4. Community building becomes THE priority.

Dive deeper into our trend predictions for creators, social, and all things commerce by signing up for our free 2025 Trends Brand Builder! Trust us, you don’t want to miss this—save your spot here.

?? That’s a wrap!

What are your thoughts on what we covered today? Let's chat in the comments!

See you in the next one.?