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Martha Stewart Launches Her First Skin-Care Brand; New York Post to Start a New Daily in California; New Shoppers Surge at ThredUp
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Good morning. Today, Martha Stewart is the face of her latest brand, even more than usual; the New York Post tries its luck in La La Land; and consumer anxiety benefits the resale business.
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Martha Stewart became aware of dermatologist Dr. Dhaval Bhanusali, her partner in Elm Bioscences, him when his practice’s scar-removal work went viral on social media. Photo: Carin Backoff
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Martha Stewart has been the face of all of her brands, but now she’s starting one that really requires it, Ellen Gamerman writes: her first skin care line.
Elm Biosciences is a collaboration between Stewart, 84, and Dhaval Bhanusali, a New York dermatologist who helped develop Hailey Bieber’s skin care brand Rhode. The pitch is extending the life of skin cells.
Stewart says she guinea-pigged her own face to test the wares but that the line isn’t meant for her age group in particular. “We’re aging the minute we’re born,” she said. “So you have many opportunities to kind of halt that, or to at least prolong the health of your skin.”
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Content from our sponsor: Deloitte
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How America’s ‘AI Action Plan’ May Help Shape AI Governance Globally
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The White House’s AI action plan and three accompanying executive orders carry implications for business investment, workforce development, compliance programs, and global collaboration initiatives Read More
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The planned California Post will be based in Los Angeles and operate as a separate entity from its New York forerunner. Photo: shannon stapleton/Reuters
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News Corp’s New York Post is getting a sibling called the California Post, which will be published online and in a daily print edition starting early next year, Alexandra Bruell and Natalie Weger report.
The Post, which gets a big chunk of its revenue from ads, is expanding in the face of a number of industrywide challenges, including declining traffic from social media and search.
But Los Angeles holds the second largest concentration of Post readers, according to the paper. There’s also no shortage of the kind of news that defines the Post brand, from politics and business to celebrity and scandal.
“The type of content that’s made us successful across the country, particularly in New York, will resonate in California,” Post CEO Sean Giancola said. “If you can build an audience, then you can monetize that.”
Disclosure: News Corp is also the parent company of Dow Jones & Co., publisher of The Wall Street Journal and Dow Jones Newswires.
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23.7%
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One-day share-price increase for American Eagle Outfitters after President Trump praised the retailer’s current ad campaign. “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there,” he wrote on Truth Social. “It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ‘em Sydney!”
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ThredUp raised its revenue guidance for the year to between $298 million and $302 million. Photo: Handout/Reuters
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Yesterday in this newsletter we talked about resurgent consumer anxiety. Today we have an example of a marketer with the right consumer proposition for the moment: Clothing resale marketplace ThredUp.
The company’s active buyers rose 17% to 1.47 million in the second quarter, while new buyer acquisition soared 74%, Natalie Weger reports.
“Resale can be a winning formula at a time when consumers are feeling stretched,” CEO James Reinhart said.
Resale also avoids inflationary pressure from tariffs, Reinhart noted. A shopper might be more interested in a used J.Crew sweater from ThredUp, for example, than a new one that may be listed at a higher price reflecting tariffs, he said.
Mandatory AI mention: ThredUp said it is also getting a boost from AI that helps it deliver a more personalized experience—and makes shopping second-hand online feel more like shopping new products.
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“The monopoly is over.”
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— Brian J. Stephens, a political consultant who runs a consulting firm that helps public schools recruit students as vouchers to attend private school spread. He encourages his clients to offer more polished tours, improve their customer service and hone their pitch to parents.
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Tractor Supply operates more than 2,300 stores across the U.S. Photo: Paul Weaver/Zuma Press
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Tractor Supply is bulking up its final-mile fulfillment as part of a push to grow digital and business-to-business sales. [WSJ]
Dior is opening a renovated four-story flagship in New York City that includes the first Dior Spa in the U.S. [WWD]
The final Levi’s ad starring Beyoncé focuses squarely on the denim—well, that and stirring speculation about the star’s next album. [New York]
Chicken chain Raising Cane’s is taking on Chick-fil-A partly by establishing a neighborhood feel in each of its restaurants. [Fast Company]
Cheeseburgers get divided up like pizza in Domino’s new ad challenging fast-food chains on value. [Restaurant Business]
Prebiotic soda brands are having to fight harder to stand out in the increasingly saturated category. [Modern Retail]
Amazon merged Wondery into its Audible unit and laid off about 110 staffers in a reorganization pegged in part to the rise of video podcasts. [THR]
A Google ad for the Pixel 10 smartphone mocks Apple for promising AI iPhone features that haven’t materialized months later. [BI]
Pop quiz: Can you figure out what these Silicon Valley billboards are advertising? [NYT]
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