Claire’s, the accessory chain long known for its ear-piercing stations and glittery inventory, is rolling out a summer campaign aimed squarely at the youngest generation of shoppers. Dubbed “A Girl SMR at Claire’s,” the initiative is designed to pull Gen Alpha away from tablets and phones and into stores for hands-on, sensory experiences.
The push marks the first major marketing effort since Ames Watson acquired the chain out of bankruptcy last year for $140 million. Ames Watson is a holding company with over $2 billion in revenue.
The campaign centers on a “summer sensory shop” featuring items like slimes, squishes, beaded accessories, charms, and textured beauty products. Claire’s says these products offer “a playful form of escapism and self-soothing” for children growing up in a constant digital environment. Some stores will also set up ASMR recording stations where kids can create their own sound-based content.
ASMR—autonomous sensory meridian response—refers to the calming sensation triggered by sounds such as whispering, tapping, or crinkling. The campaign’s name plays on the acronym, swapping “summer” for the first S.
Claire’s noticed a spike in demand for sensory-driven items during the holiday season and is doubling down on the trend. “Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said chief brand officer Michelle Goad in a statement. “This new era is about creating a world where girls can explore, express, and experience joy through every sense.”
For The Lingerie Museum, the campaign offers a curious parallel. Both Claire’s and the museum deal in intimate, tactile experiences—though one targets tweens and the other adult collectors. The museum, which documents the history of undergarments, has long noted how sensory elements like lace, ribbon, and elastic have shaped women’s relationships with clothing. Claire’s current push suggests that even the youngest consumers are now seeking that same kind of physical, feel-good connection.
Originally reported by WWD