Hey! It’s Nicole from Hue.

Here’s what’s new in retail, tech, and culture.

🌐 Sol de Janeiro turns a Gen Alpha meme into a sell-out fragrance, Nike sets the standard for culture-first marketing, Target plugs directly into ChatGPT for AI-powered shopping, and TikTok’s newest trends give brands fresh ways to join the conversation.

We’re Janvi, Sylvan, and Nicole - cofounders of Hue and Harvard Business School grads with 30+ years across global brands and enterprise tech.

We’ll keep up with the news so you don’t have to. Think of this as your retail tech industry cheat sheet. 🔮

Sol de Janeiro leaned all the way into internet chaos with its newest limited-edition launch, Cheirosa 67… a scent inspired by the viral Gen Alpha meme where “67” is used as a random punchline to everything. Fans joked, “You should make a 67 fragrance,” and Sol de Janeiro responded:

“You said 67. We said… sure, why not — and made a fragrance that actually makes sense.”

And the internet rewarded them instantly. Their TikTok announcing the drop racked up over 600K+ likes, 130K shares, and 10.7 million views. They also built the scent at meme-speed. To reduce waste and launch quickly, Sol de Janeiro repurposed unused Cheirosa 71 bottles and hand-applied custom labels, making every bottle quirky, imperfect, and one-of-a-kind.

What started as a Gen Alpha joke turned into a limited-edition fragrance drop that sold out instantly, proving that meme culture moves markets.

Dominica Pezzolla Burnett - absolutely brilliant!

Check out the PDP 👉 HERE

Nike continues to lead in culture-driven marketing, blending heritage storytelling, community engagement, and localized creativity. The brand’s 2025 campaigns around the Air Max 95’s 30th anniversary and the Guangzhou soup pop-up show how deeply Nike invests in real cultural moments.

For the sneaker’s 30 year milestone, Nike released the Yardrunners Collection, honoring HBCUs such as Morehouse, Spelman, FAMU, and Norfolk State. Each design incorporated school colors and founding years, highlighting the connection between identity, heritage, and sneaker culture.

The celebration also included “Color Your Air Max,” an Instagram-led design challenge where fans created and shared their own concepts for a chance to be featured. Nike spotlighted the sneaker’s legacy by elevating the communities that helped define it.

In Guangzhou, Nike opened a Cantonese soup pop-up called Songyuan, rooted in local culture and the city’s running community. Show proof of running and receive a free bowl of nourishing Cantonese soup.

Campaign elements:

Nike fused regional food culture, athlete storytelling, and community rituals to create an activation that resonated deeply.

Check out the full Nike x Yardrunners Ad 👉 HERE

OpenAI just dropped a new Shopping Research feature in ChatGPT, and it basically turns the app into your personal shopper. You can now ask things like “Which vacuum is best for pet hair?” or “What are some skincare gifts for my 15-year-old sister?” and it gives you side-by-side recs, trade-offs, and budget options instantly.

Target is the first major retailer to plug directly into ChatGPT.

Soon, you’ll be able to browse, build a cart, choose pickup or delivery, and check out all inside ChatGPT.

AI is quickly becoming a core part of how people discover and decide what to buy. Want to show up in AI searches? Check out Hue’s AEO guide 👉 HERE

(Retail Dive)

🧠 I Know Ball… The “I Know Ball” trend has taken over TikTok. Creators use it to show a niche they are knowledgeable in, such as muscle gain, makeup skills, or even home decorating. The format features three photos:

1️⃣ “When I say [statement], and they think I don’t know ball…” 2️⃣ “Trust me…” (usually a before photo) 3️⃣ “I know ball.” (the after photo or proof)

Brands have started joining the trend too. Pillsbury jumped in with a clever twist:

🔮”In Your [Age] There Will Be… and It’s Very Important That You…” This trend uses a prophecy-style format to deliver funny, relatable, or hyper-specific life advice. It’s blowing up because it feels personal and works across ages, identities, and niches.

“In your [age] there will be [experience], and it’s very important that you [piece of advice].”

🧙 Have You Ever… Rhyming for As Long As You Can The latest TikTok obsession comes from creator Luke Preute, who posted a video of himself trying to rhyme for as long as possible, hood up, witch-like voice, and complete chaos. The randomness hit perfectly: the video has pulled in 9.7M+ views, and influencers across niches are now attempting their own versions.

Use the structure to spotlight products in a playful, low-lift way: “Have you ever tried [product name]…” and let the rhyme spiral from there.

🧾 Report: Glossy x Hue The State of Shoppable UGC Video report - HERE

📊 Guide: Hue’s How to use Video for AEO Guide - HERE

Cultural moments to consider in your marketing, at your own discretion:

🎧 Industry Mixer: Hosted with Roster Radio in NYC. Join us for a fun round of Glossy x Hue State of Shoppable Video Bingo! Connect with founders and marketers who are shaping the next wave of retail through UGC. Thurs., Dec 4th | 6 PM EST (Register HERE)

🏙️ Conference: SheInnovates in Los Angeles. An event curated to unite and celebrate the brilliance, resilience, and innovation of women who are shaping the future of e-commerce and digital business. Wed. Dec 10th | 9AM - 5PM PST

Want to become a Hue Client? Talk to partnerships to learn about Hue's all-in-one UGC platform for eCommerce and retailer.com.