The Indicator | March 13th, 2026

Clinique launched a “creator-led” campaign, “Unstoppable Together,” featuring Olympic athletes Tara and Hunter Woodhall (7.7 million followers combined) to promote its Moisture Surge line. Replacing traditional celebrity ambassadors with creator/athlete talent, the campaign targets Gen Z and millennials by emphasizing authenticity, wellness, diversity, and body acceptance, all supported by paid media. (Glossy)

Every Man Jack is updating its strategy to boost competitiveness in the men’s care market. The refresh includes new clean-formula products, sustainable, recyclable PET packaging, and segmented messaging for current and new, eco-aware users. EMJ is launching an “emotional,” sports-centric marketing campaign, “For Men Who Put in the Work,” featuring figures like Baker Mayfield, to capitalize on the sector’s rapid growth. (Modern Retail) 

Coach is launching two new spring fragrances aimed at Gen Z. The men’s scent is fronted by Omar Apollo with an affordable, strong fragrance sold online, at major retailers, and at Sephora. The women’s scent, featuring Storm Reid and inspired by a viral bag charm, will be sold online and through major retailers. (WWD)

Oura Health, maker of health tracker rings, launched its first proprietary LLM focused on women’s health to counter historical underrepresentation in medical research. Powering the in-app Advisor chat, the LLM was trained exclusively by board-certified clinicians on vetted data, avoiding general internet sources for trustworthiness. Clinicians fine-tuned the AI’s responses for clinical tone, empathy, and format. (Glossy)

Shopify is introducing “agentic storefronts” to integrate merchant products into AI platforms like ChatGPT for discovery. While initially suggesting in-app buying, Shopify clarified that transactions will primarily occur on the merchant’s site via Shopify’s checkout. Shopify’s Agentic Storefronts automatically distribute products to AI platforms, keeping the merchant’s site as the final transaction point. (Modern Retail)

The TikTok US spin-off deal excludes the core algorithm, which is licensed from ByteDance. The new US entity plans to retrain the algorithm with US data, which may impact US users’ access to global content and the international reach of US content. Despite this, TikTok claims US users will retain a “global TikTok experience,” allowing US creators and businesses to operate internationally. (Business of Fashion)