Stop and Sniff. No, seriously.

What smells like baldness? Billie’s latest campaign. It turned NYC sidewalks into a scent lab. Giant armpit-shaped posters. Scratch them. Sniff them. Experience the new “Coco Villa” deodorant. It’s cheeky, and it’s got everyone talking about them. (bmoutdoor.com, 1075koolfm.com, averagesocialite.com, instagram.com, designrush.com) 

Experts Say

1. DesignRush: Sensory Marketing at Its Finest

Billie’s campaign is a masterclass in experiential advertising. By placing scratch-and-sniff armpit posters around NYC, they’ve created a tactile and olfactory experience that’s hard to ignore. Catherine Wolpe, Co-General Manager at Billie, stated, “Scent is a big deal when it comes to body care, so we needed an unconventional way to get ours into the hands (and nostrils) of the people.” This approach not only showcases the product but also reinforces the brand’s commitment to breaking taboos and engaging consumers in unexpected ways. (designrush.com)

2. Times of India: Viral SensationThe campaign’s impact extends beyond the streets. Social media platforms like TikTok and Instagram are buzzing with videos of curious pedestrians interacting with the posters. Comments range from amusement to admiration, with many praising the brand’s innovative approach. This blend of physical interaction and digital amplification has propelled the campaign into viral territory, demonstrating the power of combining traditional advertising with modern social engagement. (designrush.com, timesofindia.indiatimes.com)

Our Take

Billie’s campaign is a brilliant fusion of humor, sensory engagement, and brand storytelling. By inviting people to “stop and smell the armpits,” they’ve not only showcased their product but also challenged conventional advertising norms. It’s a reminder that in a crowded market, boldness and creativity can make all the difference.(designrush.com, facebook.com)

3 Action Steps

1. Integrate Sensory Elements into Marketing

  • Tactile Engagement: Incorporate textures or interactive elements into packaging or promotional materials to engage consumers’ sense of touch.
  • Scent Marketing: Explore the use of fragrances in physical spaces or direct mail campaigns to create brand associations.
  • Audio Branding: Develop distinctive sounds or jingles that reinforce brand identity across various platforms.

2. Leverage User-Generated Content

  • Encourage Sharing: Create campaigns that invite consumers to share their experiences on social media, amplifying authenticity.
  • Feature Real Stories: Highlight user testimonials and stories in marketing materials to build trust and community.
  • Interactive Challenges: Launch social media challenges that align with brand values and encourage participation.

3. Embrace Unconventional Advertising Spaces

  • Unexpected Locations: Place advertisements in unconventional spaces where they can surprise audiences.
  • Pop-Up Experiences: Host temporary installations or events that offer immersive brand experiences.
  • Collaborative Art: Partner with local artists to create public art installations that double as brand promotions.

In a world saturated with ads, Billie proves that creativity and a touch of audacity can turn heads—and noses. It’s not just about selling a product; it’s about creating an experience that sticks.(designrush.com)

Written by Lusine Sargsyan


Is it the end for the ad world?

Over half of marketers are cutting their budgets in 2025. Why? The cocktail of inflation, political chaos, and a trust crisis in digital platforms. Because of the mix of all of those. Time to restart the game with new rules.

Expert Say

1. Nielsen’s 2025 Annual Marketing Report

Nielsen’s latest data is a gut punch: 54% of global marketers are cutting ad spend this year. Europe’s even worse—60% are pulling back. The shift isn’t just about shrinking budgets; it’s about reallocating. Marketers are moving away from brand awareness and doubling down on revenue growth. Traditional media is making a surprising comeback, with 16% planning to boost out-of-home budgets by over 50% .(thenextweb.com, nielsen.com, campaignasia.com)

2. AudienceXpress European Marketers SurveyDespite the cuts, 73% of European marketers expect budgets to stay the same or increase. The focus? Efficiency and loyalty. Nine out of ten are eyeing ad-supported streaming platforms, betting on their reach and quality. Automation and AI are no longer buzzwords—they’re necessities. Italian and Spanish marketers are leading the charge, prioritizing automation to demonstrate ROI .(audiencexpress.com)

Our Take

The marketing landscape is undergoing a seismic shift. Budgets are tightening, but expectations remain sky-high. The winners will be those who adapt swiftly, leveraging technology and data to do more with less.

3 Action Steps

1. Embrace AI-Powered Tools

  • Copywriting: Utilizing platforms like Jasper or Copy.ai will help you to generate an attractive ad within a matter of time.
  • Analytics: Implement tools like Pecan AI to forecast campaign performance and optimize in real-time.
  • Creative Scoring: Use AI tools to assess and, if needed, enhance the effectiveness of your ads.

2. Invest in Ad-Supported Streaming Platforms

Firstly, identify streaming services popular with your target audience. Then, develop ads that integrate with streaming content to increase viewer engagement. And lastly, use statistics and data to monitor ad performance and adjust strategies accordingly. (businessinsider.com, ft.com, businessinsider.com)

3. Prioritize Customer Retention

  • Loyalty Programs: Implement or enhance loyalty programs to reward loyal customers.
  • Personalized Communication: Use customer data to send targeted messages and offers. People love being treated as individuals.

Feedback Loops: Regularly collect customer feedback and get back to them. This will improve your products/services. (arxiv.org)

In 2025, adaptability isn’t optional—it’s survival. Cutting through the noise requires precision, innovation, and a relentless focus on value. The future belongs to those who can pivot fast and execute faster.

Written by Lusine Sargsyan

Getting Too Many Emails From Brands You Don’t Even Remember Subscribing To? You’re Not Alone. Subscription Fatigue is Real

Subscription emails were meant to build loyalty, but today, they’re building frustration. As inboxes overflow, brands must reassess how, when, and why they communicate.

What data shows

Streaming fatigue is hitting hard: 48% of consumers dropped cable, but now find streaming libraries too vast and interfaces confusing; 51% feel overloaded by recommendationsnoobpreneur.com+7reddit.com+7membershipgeeks.com+7nypost.com. Axios flagged rising subscription overload—Amazon’s grocery add‑on triggered real fatigue axios.com.

Reddit users echo the sentiment:

“The whole subscription business model is centered around… customers forgetting how to cancel… Customer inertia is great for profits.”mobiuspay.com+2reddit.com+2nypost.com+2noobpreneur.com+4reddit.com+4reddit.com+4

“Eventually I … canceled all of them … I’m buying DVD’s instead.” reddit.com

Bottom line: subscriptions are now default, and that’s causing burnout.

How to avoid subscription fatigue

1. Tiered & flexible plans

2. Transparent billing & easy cancellation

3. Deliver ongoing value

4. Bundles and hybrid models

5. Personalization & engagement: Foster community: gamification, user-generated content, or interactive challenges .
Use data-driven content, targeted offers, and loyalty rewards.

Our Take

Subscription fatigue is inevitable. It’s like food: too many flavors spoil the taste. Brands that survive are those who don’t treat it like autopilot revenue. They see each subscription as a relationship.

3 Action Steps

  1. Audit & redesign checkout
    • Map your subscription flow end-to-end. Identify dark patterns. Simplify sign-up, pauses, cancellation. Test that users can cancel in ≤3 clicks or one tap—then optimize.
  2. Introduce a “Pause & Return” feature
    • Instead of cancellation, let users pause for 1–3 months. Maintain a low “maintenance” fee (e.g., $5/mth). During pause, send value reminders and limited perks so they don’t forget why they joined.
  3. Launch “Build-Your-Own” bundles
    • Create a subscription configurator: pick core + 1–2 add-ons. Use AI to suggest bundles (based on usage, preferences). Offer a loyalty bonus—free add-on after 6 months continuous use.

Subscription fatigue isn’t going away. But brands can stem the wave by being flexible, transparent, and value-driven. Let users shape, control, and love their subscriptions—or they’ll walk.

Written by Natalie Manvelyan

What do Labubu Dolls, Stanley Cups and Tesla Cybertruck have in common?

They all became must-haves not through famous magazine features, but because the internet couldn’t stop talking about them.

What Experts Say

1) Memes are the new marketing superpower
According to Vibrant Brands, Duolingo and Chipotle are masters of meme marketing. Duolingo’s landing on memes before they explode keeps them fresh; Chipotle uses challenges and memes to turn cups and lids into cultural currencytheatlantic.com+1adlift.com+1thepopinsider.com+4supersage.co+4deal.town+4vibrantbrands.com.

2) React fast, stay real
SuperSage highlights that speed and authenticity are the secret sauce. Ocean Spray gifted Nathan Apodaca a truck within 24 hours of his viral video, and Stanley rewarded a burning mug clip with a new car—results: billions of impressions and millions in earned media supersage.co.

Our Take

Brands don’t need massive budgets—they need to be nimble, genuine, and ready to join conversations. Memes are cultural shorthand. If a brand signals “we see you” in the right moment, it doesn’t look like advertising—it feels like friendship.

But there’s a catch: forced memes flop fast. Gucci nailed it by commissioning meme-worthy content like #TFWGucci gifs—organic feel, strong branding. When it’s fake, audiences smell it and move onteenvogue.com+4coinomist.com+4supersage.co+4.

3 Action Steps

1) Build a “Meme & Moment” War Room
• Assemble a cross-functional squad: community manager, copywriter, designer—all on Slack.
• Set alerts for viral spikes (e.g. Reddit, TikTok trending page).
• Trigger strategy: within 12 hours post-spike, brainstorm quick-turn content—post, react, iterate daily.

2) Pre‑plan meme-ready “product triggers”
• Create a library of flexible assets (static & video) tied to your product’s benefits.
• Tag them by tone: funny, celebratory, empathetic.
• When a meme hits, match tone to your library and twist with your brand voice in 2–3 hours max. No second‑guessing.

3) Reward real meme-creators, don’t steal
• Use UGC as co‑creative: like IKEA did with Bernie sanders—don’t mock or reuse without credit.
• Launch a micro merch drop when a meme meets product fit (e.g., Simpsons socks, meme mugs).
• Tag creators, pay a small fee or offer product credit. That turns meme energy into real engagement and trust.

Meme marketing works when you’re fast, real, and respectful.
Turn cultural moments into connective moments.
Get set. Go viral.

Written by Natalie Manvelyan



Tax-Free Is Dying. And That’s Just the Start

It used to be simple. You ordered something online from abroad—under a certain price—and boom, no taxes. Tourists flying home could grab luxury goods and get the VAT refunded. It was clean, fast, and kind of a cheat code for global shopping.

But that era’s closing. Fast.

Governments are done losing billions to untaxed online orders. From the US to Vietnam, tax-free thresholds are shrinking. Tourist refunds are getting complicated. And big platforms? Now being told they need to collect and pay the tax.

This isn’t just policy talk. This is the new front line of e-commerce. Every international order now comes with rules, friction, and costs. And if you’re selling online, you better know where the red lines are.

What the experts are saying

Reuters reports that the U.S. officially ended its $800 tax-free import rule for Chinese sellers in May 2025. That means Temu, Shein, and every “cheap from China” player now face tariffs. It’s a direct shot at fast-fashion giants and a signal that global shipping just got pricier.

The Times UK covers how luxury retailers are begging the government to bring back VAT-free shopping for tourists. Since Brexit, Britain scrapped that benefit. Now stores in Paris and Milan are taking high-spending shoppers away. The UK’s e-comm and tourism markets are bleeding out.

Our take

This is e-commerce. Taxes decide what gets bought, where, and by whom. A shopper in Switzerland or Vietnam? Now faces taxes on orders above $150 or even $40. It’s no longer just about price or product. It’s about tax calculus.

If you ship global and you’re not watching these shifts—you’re bleeding margin or risking compliance. Or both.

3 Action Steps You Need to Take

1. Use real-time tax software.

Plug into tools like Avalara or TaxJar. These platforms track VAT, de minimis, customs rules per country. You set rules once. It handles the math.

2. Rethink shipping thresholds.

If you sell into countries like Switzerland or Turkey, bundle products just under their local tax-free cap. For example, sell CHF149 packs in Switzerland or ₫990k sets in Vietnam.

3. Market tax refunds as a perk.

Selling to tourists or digital nomads in the UAE or the Philippines? Flash your eligibility for e-VAT refunds. Tourists will spend more when they know they’ll get some back.

Tax rules aren’t red tape. They’re the new battlefield of e-commerce. Get smart. Get compliant. Or get left behind.

Written by Karina Martirosyan

What’s A Better Gift Than Money? Personalized Gifts See 35% Sales Surge With TikTok’s #GiftItPersonal Trend

Personalized gifts are trending moneymakers. These unique presents have been touching consumers’ hearts and producers’ bank accounts. TikTok’s #GiftItPersonal trend has ignited a surge in personalized gift sales, with items like customized mugs, jewelry, and photo books experiencing a 40% increase, particularly during holiday seasons. 

Expert Insights

1. Research and Markets

According to the U.S. Personalized Gifting Market Outlook Report 2025-2030 by Research and Markets, the personalized gifting market was valued at USD 9.69 billion in 2024 and is projected to reach USD 14.56 billion by 2030, growing at a CAGR of 7.02%. The report highlights the rising popularity of seasonal and event-based gifting, as well as the inclination of Millennials and Gen Z towards personalized gifts.

2. TikTok What’s Next 2025 Trend Report

TikTok’s own What’s Next 2025 Trend Report emphasizes the platform’s role in shaping consumer preferences. The report notes that brands leveraging cultural relevance and creative storytelling on TikTok can build meaningful connections with audiences, driving engagement and sales.

Our Perspective

The intersection of TikTok’s viral trends and the personalized gifting market presents a unique opportunity for brands and creators. The #GiftItPersonal trend exemplifies how social media platforms can influence purchasing decisions, especially among younger demographics seeking authenticity and personalization.

Actionable Strategies

  1. Use TikTok’s Trending Tools: Boost visibility with trending sounds and hashtags like #GiftItPersonal.
  2. Collaborate with Influencers: Build trust by letting creators who align with your brand share their personalized gift stories.
  3. Optimize for Seasonal Campaigns: Launch limited-time promotions around holidays when people are gift-hunting.

In conclusion, the fusion of TikTok’s dynamic platform and the personalized gifting market offers a fertile ground for innovation and growth. By embracing creative storytelling and strategic collaborations, brands can capitalize on this trend to drive sales and deepen customer engagement.

Written by Ani Mkrtchyan

Niche E-Commerce is Winning

Forget chasing the masses. The real money is in niches. Pet, eco, and luxury brands win because they dive into what people love, believe in, and dream about.

Experts Say

Jungle Scout reports that pet e-commerce is booming—with 70% of U.S. households owning pets, spending keeps climbing. What sets successful pet brands apart? Storytelling. The top performers wrap their products in emotional narratives. It’s not just a leash—it’s a lifeline. Brands that connect to the “pet parent” identity win big. They recommend leaning hard into UGC (user-generated content), influencer reviews, and authenticity over polish.

Shopify highlights a clear shift: conscious consumers now expect transparency and quality. For eco and luxury e-com brands, that means two things—supply chain storytelling and scarcity marketing. Products need to feel rare, while also being ethically sourced. What works? Limited drops, carbon-neutral shipping, and hyper-detailed product pages that explain why a bamboo toothbrush costs $25.

Our Take

People don’t buy pet treats, recycled bags, or $400 scarves. They buy identity. The emotional value outweighs the utility. That’s the cheat code. Pet, eco, and luxury niches thrive when they sell meaning, not just merchandise.

3 Action Steps

  1. Use “Story Commerce” on Product Pages
    Turn your product pages into stories. Use copywriting frameworks like PAS (Problem, Agitation, Solution) or AIDA (Attention, Interest, Desire, Action). Show the why before the buy. Platforms like Shogun or GemPages let you customize this easily.
  2. Run Community-Based Giveaways
    Use tools like KingSumo or Gleam to run giveaways where entry requires tagging friends or sharing a pet photo or eco-tip. It’s free marketing and builds your tribe faster than ads.
  3. Experience Creation: Create micro-experiences with curated bundles. For example:
  • Pet: “First Day Home Kit”
  • Eco: “Plastic-Free Morning Routine”
  • Luxury: “Evening Ritual Box”
    This increases AOV and taps into emotional buying.

Written by Vanessa Manvelyan

Forget about your hands. It’s time to shop with your mouth 

In 2025, shopping became easier than ever. No movement needed, just your voice pointing out the things you want to buy.

What the Experts Are Saying

The Business Research Company: According to The Business Research Company, the voice commerce market is projected to grow from $116.83 billion in 2024 to $151.39 billion in 2025, with a compound annual growth rate (CAGR) of 29.6%. This growth is attributed to factors such as the increased popularity of online shopping, changes in consumer search and shopping habits, and the proliferation of social media and smartphones. The Business Research Company+1The Business Research Company Blog+1The Business Research Company Blog+1The Business Research Company+1

Namaait: Namaait emphasizes that voice commerce is becoming an integral part of daily routines for millions. They highlight that voice commerce relies on AI, speech recognition, and integration with payment and delivery systems. The user experience is centered around speed and voice interaction, requiring high accuracy in voice recognition and context understanding. NamaaIT

Our Take

Voice commerce is no longer a novelty; it’s a growing channel reshaping consumer behavior. The convergence of AI, voice recognition, and e-commerce platforms is creating a seamless shopping experience. However, challenges like ensuring accuracy in voice recognition and integrating with diverse payment systems remain.NamaaIT

3 Concrete Action Steps

1. Optimize for Voice Search

  • Ensure your product descriptions are concise and conversational.Shero Commerce+1Technocratiq+1
  • Use natural language keywords that customers might speak.
  • Implement structured data to enhance voice search visibility.

2. Integrate Voice Assistants

  • Develop skills or actions for platforms like Alexa or Google Assistant.
  • Enable voice-activated reordering for repeat customers.
  • Test and refine the voice user interface (VUI) for clarity and ease of use.

3. Enhance Security Measures

  • Educate customers on security features to build trust.
  • Implement voice biometrics for user authentication.
  • Ensure compliance with data privacy regulations.

Voice commerce in 2025 is not just a trend; it’s a transformative force in retail. Businesses that adapt to this shift will stay ahead in the evolving digital marketplace.NamaaIT

Written by Vanessa Manvelyan


Micro-Influencers vs. Mega Stars: Who Sells More Online?

In e-commerce, micro-influencers often have a bigger impact than celebrities. They may have fewer followers, but their audience trusts them, which can lead to more sales.mrge – commerce advertising+1Immerzo+1

Expert Insights

  • MIT Sloan Management Review: A comprehensive study published in the MIT Sloan Management Review analyzed over 1.8 million purchases and found that nano influencers (those with fewer than 10,000 followers) deliver more than three times the ROI compared to macro influencers. Despite their modest audience sizes, these influencers yield, on average, a remarkable return of over $1,000 for a post—20 times the investment. In contrast, macro influencers often command fees of well over $1,000 for one post but deliver only $6,000 in return, on average—an ROI of six. Additionally, posts from nano influencers have a 7% engagement-to-sale conversion rate, more than double that of macro influencers at 3%. MIT Sloan Management Review
  •  Youpix and Nielsen Study: A joint survey by Youpix and Nielsen revealed that micro-influencers (10,000 to 50,000 followers) are perceived as more trustworthy than celebrities. While 26% of respondents expressed distrust toward celebrities, none of the micro-influencer categories reached a 20% distrust level. This trust translates into higher engagement and conversion rates, as consumers view micro-influencers as relatable individuals sharing genuine experiences. E-Commerce Update+1Immerzo+1

Our Take

The data is clear: micro-influencers offer unparalleled authenticity and engagement, leading to higher conversion rates and ROI. Their closer connection with followers fosters trust, making their endorsements more impactful than those of mega influencers.Immerzo

Micro-influencers, with their authentic connections and higher engagement rates, are proving to be more effective than mega stars in driving e-commerce success. By focusing on genuine partnerships and performance-based collaborations, brands can harness the true power of influencer marketing.

Written by Vanessa Manvelyan

Ever wonder why McDonald’s tastes different in every country? That’s not an accident. That’s strategy

Real success in global markets comes from thinking locally, not just globally. Instead of simply entering the markets, the best brands become part of the local culture to achieve true impact.

Expert Insights

  1. Netflix’s Global Domination Through Cultural Nuance: Netflix didn’t just dub “Stranger Things” into multiple languages. They built a system ensuring that the essence of the show remained intact across cultures. By selecting voice actors who matched the original cast’s tone and using tools to maintain consistency in translations, Netflix made sure that viewers worldwide felt the same chills and thrills. WIRED
  2. ASOS: Fashioning Local Experiences: ASOS, the online fashion giant, attributes over 60% of its revenue to international markets. Their secret? Tailoring the shopping experience to each region. From adjusting size guides and currencies to collaborating with local influencers and aligning promotions with regional events, ASOS ensures that every customer feels at home. Dynamic Language+2Linguise+2Weglot+2

Our Take

Localization is the bridge between global ambition and local relevance. It’s not about changing your brand’s identity but about resonating with diverse audiences. The brands that master this art don’t just sell products; they build relationships.

3 Action Items

  1. Invest in Cultural Consultants:
    Before entering a new market, hire local experts to understand cultural nuances, taboos, and preferences. This insight will inform product adaptations, marketing strategies, and customer interactions.
  2. Leverage Local Influencers:
    Collaborate with regional influencers who resonate with your target audience. Their endorsement can lend authenticity and trust to your brand in new markets.
  3. Adapt, Don’t Just Translate:
    Ensure that your product or service aligns with local customs and preferences. This might mean altering ingredients, redesigning packaging, or modifying features to meet regional needs.

In the global marketplace, localization isn’t optional—it’s essential. Brands that embrace local cultures while maintaining their core identity don’t just survive; they thrive. Because in the end, it’s not about being everywhere; it’s about belonging everywhere.


Written by Natalie Manvelyan