What's happened
TikTok creator Jools Lebron's viral video on 'demure' aesthetics has sparked a marketing trend among brands and celebrities. The term, which emphasizes modesty and mindfulness, has gained significant traction, influencing consumer behavior and brand strategies. Lebron's newfound fame has also enabled her to finance her transition.
Why it matters
What the papers say
According to Axios, Jools Lebron's video has garnered over 45 million views, making 'demure' a buzzword in marketing. The South China Morning Post highlights the financial impact on Lebron, who can now support her transition. BBC News notes the trend's satirical origins, questioning whether it sets unrealistic standards for women. Business Insider UK emphasizes the rapid adoption of 'demure' by brands, while The Independent discusses its cultural significance and the involvement of celebrities like Jennifer Lopez.
How we got here
The 'demure' trend began with Jools Lebron's TikTok video on August 5, 2024, showcasing her workplace-friendly makeup and attire. The video quickly went viral, leading to widespread adoption of the term across social media and marketing campaigns.
Common question
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