Gen Alpha shoppers are one of the youngest generations, including those born between 2010 to 2024.
“A Girl SMR at Claire’s” is a play on “girl summer” and ASMR, or Autonomous Sensory Meridian Response, which refers to the sensory experience triggered by certain sights and sounds.
ASMR videos of people whispering softly into a microphone, squishing foam in their hands, and other satisfying sounds and visuals are ubiquitous across social media platforms.
From fidget toys to ASMR videos, Gen Alpha loves all things sensory, said Claire’s, and this new campaign will appeal to that allure.
“The campaign brings the first social and AI native generation into an IRL universe built around activating the five senses: touch, taste, sound, sight, and smell. It’s a counterbalance to their screen-filled upbringing and an invitation to explore girlhood through feel-good, hands-on fun,” said Claire’s.
The campaign’s anchor is the “Claire’s Summer Sensory Shop,” a curation of items that appeal to all five senses, including bejeweled accessories, slime toys, squishies, candy, and scented items.
As for jewelry, the campaign features girls wearing ear and wrist stacks, layered necklaces, charm and initial necklaces, beaded bracelets, hand chains, rings, and nautical-themed jewels.
Known for its piercing services, the retailer also specializes in costume jewelry tailored to young girls and tweens.
SEE: The Jewelry of Gen Alpha in Claire’s New Campaign
The kids in the campaign are seen wearing layered necklaces and wrist stacks of colorful, beaded bracelets, as well as a hand chain.
Nautical jewelry is a popular summer choice, including fish huggies and lobster charms.
Charm necklaces are also featured in Claire’s new campaign.
Claire’s will also appeal to the senses with fidget toys (left) and squishies.
Claire’s is also tapping into the blind box trend where a series of collectibles are packaged to keep what’s inside a surprise, as well as the “squishy hunting” trend, where shoppers scour retail stores for “rare” stress toys, like NeeDoh toys.
The retailer will offer several exclusive collaborations, which will “drop” throughout the summer to give shoppers a reason to return to the store.
In-store experiences include an ASMR recording station, allowing shoppers to make their own ASMR content. The activity will roll out to select stores.
“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Michelle Goad, Claire’s chief brand officer.
“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.”
The new campaign is the first step in introducing the company’s new brand mission, said the retailer, as it looks to reimagine Claire’s for the next generation of “Claire’s Girls.”
It marks Claire’s first “major moment” since joining the portfolio of private equity firm Ames Watson late last year, it said.
Claire’s filed for Chapter 11 bankruptcy protection in August 2025. Finding a buyer saved a large portion of the beloved retailer’s store network.
However, the retailer did announce earlier this week that it would close all 154 of its stores in the U.K. and Ireland, with around 1,300 jobs lost, according to the BBC.
With a new owner and a revamped brand mission, it’s time to reintroduce Claire’s to a new generation.
This new chapter celebrates girlhood and seeks to create a safe, sensory-rich world that inspires creativity, said Claire’s.
As part of its new brand mission, Claire’s will also have a presence in spaces popular with Gen Alpha, like Coverstar, a social media platform that markets itself as an age-appropriate alternative to TikTok.
It will also utilize creator partnerships to reach younger shoppers via social media.
YouTube has remained relevant with Gen Alpha, and Claire’s said it will partner with creators on products and in-person experiences.
Claire’s will also have a co-branded pop-up at VidCon, the annual convention celebrating video content creators, held at the Anaheim Convention Center in Anaheim, California, in June.
Claire’s debuted a campaign tailored to Gen Zalpha, which includes Gen Z and Gen Alpha, in 2024. “The Collab” featured a group of ambassadors ages 7 to 17 who starred in the campaign and also created content, hosted events, and styled the photo shoots.
