Claire's launches ASMR campaign to engage Gen Alpha

2026-05-01

Claire's has launched an ASMR-themed summer campaign, "A Girl SMR at Claire's," targeting Generation Alpha and celebrating girlhood. The campaign, created with We Are Social, includes a Summer Sensory Shop collection and ASMR recording stations in select stores, encouraging consumers to create their own content. Claire's will also activate on the social media app Coverstar and collaborate with YouTube creators. This is the first major campaign since Claire's was acquired by Ames Watson last year.

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