Claire’s Comeback: Will its ASMR-Driven Campaign Aimed at Gen Alpha Succeed?

An iconic retailer serving the fashion and style interests of young women for throughout the 1990s, 2000s, and beyond, Claire’s hit a rough patch most recently after emerging from a second bankruptcy, being scooped up by private equity firm Ames Watson as a result.

Now, Claire’s is attempting to make a serious comeback with its first major campaign since the acquisition. The summer campaign, titled “A Girl SMR at Claire’s,” leans heavily into ASMR — and more broadly, all things sensory — in an attempt to welcome Gen Alpha into the fold as “Claire’s Girls.”

“Anchoring the campaign is Claire’s Summer Sensory Shop, a curated lineup of collectibles designed to delight across all five senses. From soft, stretchy slimes and squishies to bright, bejeweled accessories and scent-forward summer staples, every item taps into Gen Alpha’s demand for sensory-stimulating activities and expressive style,” an April 30 press release read.

“In-store, Claire’s Girls can take the experience even further with an ASMR recording station, giving them the chance to create their own ASMR content and immerse themselves in the textures, sounds, and sensations that define the Summer Sensory Shop. Rolling out in select stores across the country, the in-store experience demonstrates Claire’s commitment to being a true playground for girlhood that’s social-first, expressive, and endlessly fun,” it added.

Claire’s is also leaning into creator and brand collaborations, pushing into blind-box culture and the “squishy hunting” subculture, as well as taking interest in connecting YouTubers and other influences notable to Gen Alpha girls with the brand. The retailer is also planning a significant presence at VidCon, as well as integration with the Coverstar platform — perceived as a safe and kid-friendly alternative to TikTok, similarly providing short-form videos — to “meet Claire’s Girls where they already are,” according to media contact Hailey Hauldren of SHADOW.

Among the assortment being promoted as part of the launch are: Bubs sour candies, Dope Slimes, kirafuwa body lotion, a variety of scented lip and butter balms (in a total of 15 scents), blingy initial necklaces and bracelets, summer body mists (in five scents), Amos Peelerz (five flavors at launch) — and a variety of Claire’s private label Pucker Pops, lip balms (on brightly colored metal carabiners), and more.