The Bobbie Brew
A fresh pour of the best in creator marketing—served weekly.
This week, brands turned Montauk, Orlando and everywhere in between into full campaign worlds, proving the strongest partnerships do not just capture attention, they give audiences a story (or a movie set) to step into.
Sit back, relax, and enjoy this week’s brew.
Main Character Energy: Key Partner & Celebrity Campaigns
Skinceuticals x Delaney Rowe
SkinCeuticals partnered with Delaney Rowe, inviting the viral POV creator to bring her signature “insufferable lead character” energy to clinical skincare. Instead of defaulting to a science-heavy sell, the brand leaned into her self-aware humor, turning product education into a sketch her audience was already primed to watch. The result shows how even serious skincare brands can build cultural relevance through comedy, not just clinical claims.
Coterie x Brooke Puth
Coterie tapped Brooke Puth for their latest campaign, partnering with the creator on a collaboration that felt like a natural extension of her daily parenting routine. Rather than a polished commercial, the brand integrated into Brooke’s relatable life, making high-performance baby gear feel like a practical, “cool-mom” essential rather than a transactional utility. This reminds brands that impact in the family space is driven by genuine integration into a creator’s existing lifestyle story rather than just high-reach visibility.
Cadence x Larissa Mills
Cadence partnered with fashion creator Larissa Mills on a limited-edition Jelly Capsule Collection inspired by the candy-colored sandals that defined the ’90s. Rather than simply putting her name on the product, the collaboration allowed Larissa to co-design and put her timeless approach to fashion, beauty and travel into three shimmering colorways.
TRESemmé x Belmont Cameli
TRESemmé tapped Off Campus breakout Belmont Cameli to front its “Hot Curl Summer” campaign, building the entire partnership around the feature fans were already obsessing over, his signature curls. Rather than placing a rising actor into a generic celebrity endorsement, the brand leaned into his BookTok-boyfriend appeal and naturally low-maintenance routine to introduce its expanded Bouncy Curls Collection through a social-first, undeniably steamy campaign.
Boxed, Branded & Bookmarked: Influencer Seeding
Poppi – Poppi celebrated the launch of its limited-edition Sour Apple flavor by sending influencers playful mailers featuring the new soda alongside sour apple candy straws, all packaged in eye-catching foil wrappers inspired by classic candy packaging.
good day by Patchology: good day by Patchology introduced its new wellness line with thoughtfully curated mailers featuring products designed to support everyday self-care, encouraging influencers to incorporate simple, feel-good rituals into their daily routines.
Summer Friday – Ahead of the launch of its new Body Collection, Summer Fridays sent its community mystery mailers featuring sample products in a tube and spray format, along with clues inviting recipients to guess the collection’s new scents before the official reveal.
Reale Actives Reale Actives embraced summer adventures by sending influencers and community members coolers packed with four hero products—Dew More, Deep, Pore Power, and Get Bare—along with a Canon PowerShot camera to capture their favorite summer moments.
Breadwinner To celebrate the DVD release of Breadwinner, influencers received ultimate movie night mailers packed with film-inspired goodies, including a horse pool float, air pump, “#2 Parent” hat, popcorn, candy, a DoorDash gift card, a Tide Pen, and BBQ utensils for the perfect watch party experience.
IRL, URL, OMG: Influencer Events
On or Near Water
LISTERINE in the Hamptons: LISTERINE hosted a wellness-focused creator retreat at Gurney’s Montauk, bringing together lifestyle, beauty, and wellness influencers for a weekend of Pilates, spa experiences, dinners, and custom bedazzled Pocketmist gifting. Set during peak Hamptons season, the trip generated aspirational, scroll-worthy content that positioned LISTERINE as a modern, on-the-go wellness essential.
Armani Beauty Out East: Armani Beauty took creators to Montauk to celebrate the launch of its new Armani Dolci blushes with a weekend built around effortless summer beauty. From a yacht day to a beachside dinner, the blush shades were woven naturally into every moment, creating a trip that felt aspirational, seasonal and made for social.
Farmacy Wellness Clubs: Farmacy celebrated its new Green Clean Juicy Gel Cleanser with two wellness-focused creator events, a tropical Beach Club afternoon in Miami and a morning of movement and mat Pilates in NYC. By adapting the same campaign world to each city, the brand created a flexible event series rooted in product, community and the idea of “getting in touch with something real.”
Yes Chef x Don Julio FIFA World Cup Dinner: Ahead of the 2026 FIFA World Cup Final, Jack’s Dining Room, Yes Chef and Don Julio welcomed a curated group of athletes, creators, founders, and tastemakers like Logan Paul and Lauren Wolfe for an intimate evening aboard a 200-foot mega-yacht. The experience featured a custom menu from Michelin-starred chef Phillip Frankland Lee, a dramatic 90-pound tuna presentation, and bespoke ice cream from Shoku LA—creating a highly visual hospitality moment at the intersection of food, culture, and sport.
Pretty in Pink (and Stripes)
Too Faced ‘Peach Palace’: To launch its Peach collection, Too Faced transformed a restaurant into an immersive, peach-inspired beauty destination complete with interactive product discovery, glam stations, curated cocktails and bites, and highly photogenic branded moments. Rather than centering the experience around a traditional event, guests were encouraged to explore, play, and create content organically, making the products a natural part of the experience.
Amika CROWN Act Dinner: Amika hosted its fourth annual CROWN Act celebration at Brooklyn Winery, bringing together creators, advocates and industry leaders for an intimate dinner centered on hair equity. Hosted by best friends Blake Newby and Asia Milia, the evening paired meaningful conversation with thoughtful details, from custom illustrations and personalized makeup bags to a space fully coded in Amika’s signature pink and orange.
Target x Rosie Assoulin Launch Dinner: Target celebrated its Rosie Assoulin collaboration with a creator moment built around bold color, joyful dressing and summer occasion style. By putting the collection on creators ahead of the July 25 launch, the brand turned the event itself into a shoppable preview and gave audiences a reason to mark their calendars.
Checked Bags & Branded Bliss: Influencer Trips
Sephora x Hudson Valley
Sephora took creators to Wildflower Farms in the Hudson Valley to bring its traveling Hairways experience to life. From product-filled suitcases and room-service gifting to garden dinners, fresh focaccia making and personalized hair services inside the Hairways van, every touchpoint extended the campaign beyond the pop-up. The trip shows how brands can turn a mobile activation into a full creator world, giving guests plenty to experience, capture and share.
Disney x Camp Rock
Disney brought creators to Fort Wilderness in Orlando for a fully immersive Camp Rock 3 getaway. Guests stepped into the movie’s world through songwriting and instrument classes, outdoor games, themed crafts, nostalgic gifting and a camp-style premiere screening. By letting creators live out the Camp Rock experience themselves, Disney turned the movie launch into a highly participatory trip built for fandom, nostalgia and plenty of social content.
Final Pour
This week’s strongest work had one thing in common: creators were not simply present, they were built into the plot. From creator-led comedy, products, and community-first gifting to trips that let guests step inside an elevated brand world.
Stay cool. Stay steeped.
Your friends at Bobbie