Claire’s unveils new mission with sensory-first summer campaign

Claire’s is repositioning its brand for a new generation with the launch of its summer campaign, “A Girl SMR at Claire’s,” marking a strategic shift toward Gen Alpha consumers and sensory-driven retail experiences.

Designed to resonate with Gen Alpha’s affinity for ASMR content, tactile play, and digital-native interaction, the campaign translates these behaviors into a physical retail environment built around the five senses.

At the core of the rollout is the Summer Sensory Shop, a curated assortment of products including slimes, squishies, accessories, and scent-led items aimed at blending play with self-expression. To further enhance the in-store experience, Claire’s is introducing ASMR recording stations in select locations, allowing customers to create their own content while engaging directly with products.

“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Michelle Goad, Claire’s chief brand officer, who was appointed earlier this year. 

“This new era is about creating a world where girls can explore, express, and experience joy through every sense. The Summer Sensory Shop and our ASMR-powered campaign are just the beginning of how we’re building a brand that feels as dynamic and imaginative as they are.”

Beyond stores, Claire’s is expanding its reach across emerging platforms such as Coverstar and through partnerships with digital creators, particularly on YouTube. The brand is also planning a series of collaborations and activations throughout the summer, including a co-branded pop-up at VidCon in June.

The campaign represents the brand’s first major initiative since joining the Ames Watson portfolio and signals a broader evolution of Claire’s identity, centering on immersive, in-store engagement and social-first storytelling. 

Ames Watson acquired the North American business of Claire’s for $140 million in September, stepping in to stabilize the U.S. retailer following its Chapter 11 bankruptcy filing in August and preventing a full liquidation.

At the time of the filing, the retailer reported both assets and liabilities in the range of $1 billion to $10 billion, underscoring the scale of its financial restructuring.