In The News
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The strategy taps into several current shifts in marketing and creator culture, said Quynh Mai, founder of creative strategy agency Qulture.
Up until now, Mai said, Clinique has largely relied on its heritage positioning. This campaign, however, reflects a different approach — one that aligns with modern cultural dynamics and marketing trends. “Not using traditional beauty creators was smart,” Mai said, noting that beauty creators are increasingly competing with AI-generated content. Instead, she said, the campaign taps into a growing cultural focus on physical performance and wellness: “I call [the trend] ‘the body.’ We’re moving into this Ozempic, wellness phase again; people are really focused on working out and being strong, and athletes have become the new celebrities, the new [figures] that people look up to — more than a [traditional] beauty influencer.”
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Athletes have been nearly omnipresent in beauty over the past few years — though more so on the partnership side than the founder side. WNBA players, specifically, have appeared in campaigns for beauty brands including Glossier, Milani, Urban Decay, LYS, Mielle, and CoverGirl, among others.
On the one hand, this all makes for excellent timing. “The love of sports continues,” said Quynh Mai, founder of creative strategy agency Qulture. “Now, being fit is almost a luxury item. If you have a great body, if you’re doing Pilates, this is this generation’s luxury item — it’s no longer a handbag. So, I think it’s the perfect time to think about a setting spray and how you look during your workout, because so much of content creation now centers on hitting the gym, being at the gym, post-gym. You live in your gym clothes. So, [this makeup] has a great connection to a trend that’s emerging — where the luxury lifestyle is a healthy lifestyle.”
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Quynh Mai, founder of creative strategy and cultural intelligence agency Qulture, told Modern Retail that Dick’s is smart to focus its creator strategy on actual people in the sports world. Trust in brands keeps going down, she said, and the Varsity Team is “creating advocates for the brand that, frankly, can cut through just as well as a celebrity.”
“Today, in social media, it’s not about your follow account,” she said. “It’s about how engaging you are, how entertaining you are and if what you’re saying resonates. Short-form videos and ‘get-ready-with-me’ videos aren’t doing as well as long-form, personal storytelling. So, Dick’s is right on time with that.”
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Culture, technology and brands are shifting quickly. I’ve always had strong opinions about where things are going, I just haven’t always shared them. Historically, I’ve been comfortable operating behind the scenes. That’s changing.
I’m stepping forward with more visible thought leadership through newsletters, events and first-person POV videos, not because I need visibility for its own sake, but because I believe founders and operators benefit from grounded, real perspectives, especially from those of us building in real time. If I have insight that can sharpen someone else’s thinking, it’s my responsibility to contribute it.
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Quynh Mai, founder of creative strategy and cultural intelligence agency Qulture, said the shift in influencer marketing is prompted by the changes social media platforms have undergone in recent years, following TikTok’s lead. Thanks to TikTok’s algorithm, in the last few years, everyday people can go viral while showcasing their favorite products, hacks or dupes organically. This is a major shift, from the polished Instagram influencer content that dominated feeds for years to a more organic look and feel in line with TikTok content.
“No longer driven by follower count, video views are driven by engagement, and for brands, that means entertainment,” Mai said. So, to gain organic views, brands have shifted to partnering with talent ranging from comedy sketch performers to reporters to creative directors. “The traditional fashion and beauty influencers, with their outfits of the day, no longer cut through the algorithm,” Mai said.
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In The News
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While it’s not surprising that sometimes we pay a higher price for things just because of their brand, is this “trend” also common in tech?
“Customers will pay more for the device because of the brand, but with luxury tech, it goes deeper than just the name. Montblanc customers are not just buying functionality — they’re buying a luxury experience,” explains Quynh Mai, the CEO of Qulture.
The weight and feel of the device, the refined interface, and even the swishing sound of the pen on digital paper are carefully crafted to evoke the premium experience the luxury clientele expects,” concluded the expert.
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Aesthetic Libra loves to be surrounded by beauty. Nothing transports you to nirvana more than being draped in finery. While you’ve been known to pay retail for your upscale tastes, you’re also wired for discernment. If you’ve got Balenciaga tastes on a barista budget, AI can help you create a head-turning OOTD without breaking the bank. Financial constraints or not, Libra is the sign of justice.
Enter AI. The adventure might start with you curating what you already have. “Budget-conscious fashion lovers are using AI as a personal stylist to shop their closet,” explains Quynh Mai, founder of creative strategy agency Qulture, which specializes in spotting trends and subcultures online. “Platforms like Stylebook and Cladwell help them track their wardrobe and make outfit recommendations.”
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Quynh Mai, founder of Qulture, a digital marketing firm based in New York City, told The Epoch Times that this generation’s constant connection to social media means that it is always “plugged into” news, trends, and shopping inspirations that often make members of Gen Alpha “go-to” resources for their households.
“Frankly, they have the time and the tools to be chronically online — and it shows,” she said. “Gen Alpha is digitally fluent, research-driven, and surprisingly resistant to traditional marketing.”
Mai noted that overwhelmed parents often turn to them for guidance simply because they don’t have time to sort through all of the options themselves.
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“Social media is the only media platform left [where brands can] build mass awareness,” said Quynh Mai, founder and CEO of Qulture. “Outdoor, print and even TV are now easily ignored or skipped. By being in the feed and integrated into the user’s scroll, brand integration is most seamless on social media.”
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Even messaging is shifting. “Quiet Living is 2025’s buzzword,” Mai says.
“You can’t fake this kind of emotional intelligence. Consumers can tell when a brand gets it and when it’s just jumping on a trend for engagement.” The smartest players are now tapping into shared desires and crafting experiences that feel comforting, real, and lasting, regardless of political alignment.
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In The News
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“Among Gen Z men, there is a growing trend towards hyper masculinity focused on personal discipline, fitness and wealth which is being echoed in the manosphere.”
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“It’s like a treasure hunt and a cultural tour, seeing things you have never seen before, discovering new products, sparking ideas and ways of living well,” says Quynh Mai, founder of Qulture, a digital marketing agency that specializes in speaking to digital natives like millennials and Gen Z-ers.
“Those who work at these stores are highly informed and passionate and act as a tour guide through culinary adventures without ever leaving the store.”
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“Brands are paralyzed right now,” Mai said. “They’re just holding until they hear the news. Most brands I work with are operating under the assumption that TikTok won’t be banned. But many are cutting back on their media budgets because they don’t know if the customer will be scared off by the stock market fluctuations, the tariffs or the TikTok sale. They want to time their marketing for times of stability, but things are not stable right now.”
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“Every generation, especially Gen Z, is growing nostalgic for a time when life seemed a lot simpler, when people were able to connect with each other, nature, or even spend time on their own, lost in their thoughts,” Quynh Mai, CEO of Qulture says..
“Users are now aware of the disruptive nature of social media with its constant pings and addictive algorithms and are purposely choosing the exact opposite — slow activities — in defiance of the tech companies that have ‘stolen’ attention from them for so long.
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“It’s so difficult to know what the sentiment is that brands will probably sit on the sidelines,” said Quynh Mai, founder of digital creative agency Qulture. “No one’s demanding it of them anymore; There’s not a women’s march, not a BLM where citizens are demanding they have a stance, and it’s safer to stay silent.”
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In The News
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Regular authenticity also resonates deeply with TikTok’s audience. “[Viral] founders should post consistently, speaking directly to the camera to create a personal connection. Phone-shot content is key — it feels spontaneous and relatable, which resonates strongly with TikTok’s audience. Brands like Rare Beauty do this well.”
“On TikTok, storytelling is everything. Content should inform, entertain, or inspire. Raw, unfiltered, and authentic moments resonate more than overly curated posts. Founders should avoid hard sells and focus on building trust,” - Quynh Mai, CEO Qulture.
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The "cocooning" trend is reshaping how people live and shop in 2025, particularly among Gen Z and Millennials who are choosing to retreat into comfortable spaces rather than pursue hectic social schedules. This shift emphasizes intentional living, home-based activities, and mental wellness over traditional consumerism and social obligations.
“Cocooning opens a new door — where brands can step into consumers’ homes as trusted providers of comfort, warmth, and authenticity” - Quynh Mai Founder/CEO
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“Luxury brands increasing their prices is actually the right move for them right now because the democratization of luxury brands and the proliferation of dupe culture has eroded the exclusivity of some of the specialness of luxury brands,” Quynh Mai CEO of Qulture said.
“The truly rich consumer who can buy five or 10 pieces from a brand, as opposed to just one, is not that price-conscious. Luxury brands that are moving into accessories, fragrance and makeup to satiate the aspirational customer and leaving handbags, shoes and clothes for the truly the rich are doing the right thing.”
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“Brands need to genuinely engage with their audiences and elicit feedback, ideas, and conversations,” said Quynh Mai, an expert in online culture. “Community cannot be built with one-way broadcasts.”
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Pop culture, especially music, continues to be a powerful force shaping consumer behavior and spending patterns, even during economic downturns. This trend was evident during the 2007-2009 Great Recession with the rise of "recession pop".
“During the Great Recession, people cut back on non-essential items,” Quynh Mai, CEO and founder of the digitally native creative agency Qulture, told Sourcing Journal. “But when something was considered a must-have through pop culture, they were willing to scrimp and splurge to obtain it, offering consumers a sense of escapism and a feeling of connection during the economic downturn.”
Fast-forward to 2024: While the economy is not as it was in 2009, pop culture continues to play a crucial role in shaping consumer behavior, Mai noted with contemporary examples like Beyoncé's "Cowboy Carter" inspiring Western fashion trends, and Charli XCX's "Brat" album reviving the Y2K brand Von Dutch.
“Many companies underestimate the powerful influence of pop culture. Since the beginning of marketing, word of mouth has been the most effective strategy, especially for younger consumers who are skeptical of ads,” Mai said. “Pop culture is one major way to help make a brand recession proof by keeping it relevant and making it a must-have. When pop culture highlights an item, color, service or song, it creates a sense of urgency and desirability, which is important during economic uncertainty.”
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From The Archives
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Supreme's journey from an independent New York City skate shop to a brand changing hands multiple times has diluted its exclusivity and community feel. Quynh Mai, CEO of digital creative agency Qulture, states: "When Supreme was on Lafayette Street back in the day, it was a skater hangout, a clubhouse of sorts. When it scaled and opened stores, no matter how magnificent, it lost its community and with it, its cool.”
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“In this evolving digital age, anchoring ourselves in verified truths is not just a necessity but a responsibility we must all shoulder. Navigating the post-post truth world requires a multi-faceted approach that combines legislative action, education, and a critical mindset
The erosion of trust in traditional media and the rise of AI-generated content necessitate a vigilant and proactive stance from all of us. By implementing these strategies, we can better navigate the complex landscape of information and maintain the integrity of our democratic processes and societal interactions.”
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“I found this latest film a little bit performative, and very much the brand trying to virtue signal to their customers,” said Quynh Mai, founder of digital creative agency Qulture. “It was disappointing to me as a Patagonia customer myself.”
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“We tend to give all credit and success to the vision of one person,” says Mai. “You don’t hear about their strong management teams or dedicated workers. We may want to idolize successful people, but the truth is that no one gets there alone. To be successful, you need a strong, dedicated, and trusted team to help guide you and grow your company.”
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Put simply, companies should look to Gen Z not only for inspiration, but also to inform their marketing strategy and guide their future business decisions for years to come - Quyhn Mai Founder & CEO
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“The genius of Stanley Cup was its colorway that could be carefully accessorized to meet the athleisure trend that has been strong since the pandemic,” says Quynh Mai, founder of Qulture, a New York-based digital marketing agency that tracks social media trends. “The 110-year-old brand name gave it legitimacy and legacy, but it was its colors and limited-edition drops that made it a fashion accessory.”
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#SkinTok and #SephoraKids take center stage on Pix 11's morning show as Founder Quynh Mai provides invaluable insights into Gen Alpha's fascination with top skincare brands like Drunk Elephant and Glow Recipe and why this youngest generation is so obsessed with skincare.
Watch on PIX11 -
Quynh Mai explores challenges for businesses in adapting to fast-paced cultural changes, discusses leveraging technology and data to anticipate shifts and innovate - and urges businesses to be agile and culturally aware to thrive.
“The Near Future is a very specific place. If it’s happening now and you’re not doing it, you’re too late. It’s over. If you’re too early you’re irrelevant because nobody is with you.”
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“I used the tech mindset of ‘test and learn’ to find my way,” Mai says. “I looked at data and metrics and saw them as a way to gauge audience response. Eventually at Qulture, we honed in on how to successfully impact culture with our work – and I find it thrilling and deeply rewarding.”
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Celebrity bots are beautiful, articulate, and aspirational; as with flesh and blood celebrities, it’s a slippery slope when teens start comparing themselves to standards that are not only unattainable but unreal. After all, if we only show our best, most perfect selves online, where do the messy bits go? “Bots are so ‘perfect’ that a real person, especially a teen girl, can never measure up. This creates an unreal expectation of beauty, relationships, and connection.”
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From The Archives
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“For brands to understand Gen Z, they need to hire Gen Z on their staff and elicit their options and ideas and execute the ones that are achievable and feel right for the brand. Connecting to Gen Z is not a marketing exercise, but rather a way to connect to a community. You can only do this well if you’re doing it authentically.”
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“Perseverance is important as the technology driving Web3 is evolving quickly with developer activity increasing exponentially, so it’s important for brands to experiment now so they can scale their Web3 projects alongside its evolution.”
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“Branding now has to be super stealthy, and the brand’s product and storytelling needs to emerge in an organic, conversational way. The branding needs to be integrated into a larger cultural ecosystem while existing within targeted platforms and subcultures in order to feel current and modern.”
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“The near future for me is defined as not so far ahead that nobody knows what you're talking about and not today because you're behind but what is about to happen next.”
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“Think human first — It’s easy to get caught up in the technology behind digital transformation. To see real impact across the organization it’s important to create a system that ‘hero’s’ the humans.”
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“As an extension of their gaming world, Gen Z consumers see the Metaverse as a way to live out their digital lives more fully.”
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“After years of growth through performance marketing, brands are realizing that they have to build brand equity again — and the best way to do this is through longer-form storytelling.”
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"Drunkeness has given way to mindfulness. Holistic wellness is the new luxury; purchasing and participating in wellness brands have almost usurped the bragging rights of having a great cocktail."
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“Discord has become the platform du jour, but launching a channel requires always-on resources from a brand to provide constant engagement with its users.”
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“Gen Z lives and shops their values. They don’t hesitate on calling you out when you are wrong or culturally tone-deaf. They think they know more than you do — and in this new digital-first world, they do.”
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From The Archives
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“Life is more like a sprint than a marathon. It’s a series of sprints to get you further and farther but in between, you need time to recover and reflect. This is the only solution to burnout.”
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"Brands have to leverage the long-lasting halo effects that experiential has by marrying live strategies with digital in a powerful, strategic way."
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"In an overbranded world, a baseless logo doesn't cut it anymore; brands now must align their values with their target consumers in order for their logo to resonate."
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"TikTok is arguably the most effective platform to reach Gen Z, and Girls Who Code hits the nail on the head with a star-studded #MarchForSisterhood campaign."
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"Building a fashion brand today requires more than just great product. It requires experimentation, personalization and leveraging the right kind of influence."
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"Digitally-native retailers are going beyond pop-up shops for innovative brick-and-mortar experiences."
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"In the wake of the MeToo movement and Women's Marches, the girl's market presents untapped potential for athletic brands."
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"There was a time when wading into political issues was an absolute taboo, but today it’s starting to become detrimental to a brand’s bottom line if they don’t take a stand."
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"Given the rise of mobile and the ability to now shop on social platforms like Instagram, consumers are less inclined than ever to participate in the Black Friday brick-and-mortar battle."
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"Studies show consumers prefer it when brands support social causes, and it’s a cultural bonding opportunity for brands to show how their principles align with their consumers."
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