# Expressive Piercing Campaigns The New Visual Identity for Pierced by Claire's Targets Gen Zalpha By Laura McQuarrie | Published 2023-07-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pierced-by-claires References: [wallstreet-online.de](https://www.wallstreet-online.de/nachricht/17133821-claire-s-introduces-a-new-image-and-attitude-for-its-industry-leading-piercing-business) & [claires](http://claires.com/piercing)  For generations, tweens and teens have placed their trust in an iconic brand known for providing safe and reliable first-time piercings, and now, Pierced by [Claire's](https://www.trendhunter.com/trends/claires-2) is revamping its identity to resonate with a new generation, capturing their unique attitudes and desire for [self-expression](https://www.trendhunter.com/trends/styled-by-katseye). This new identity is bold, playful and inspiring and it speaks to [Gen Zalpha](https://www.trendhunter.com/trends/gen-a-z-hub) with a digital character called Pierce who "personifies the joy of getting pierced with Claire's trend-forward earring style and assortment." Across the brand's marketing, Pierce helps consumers through their shopping journey, along with other phygital characters. To support its latest campaign, the brand is introducing a 'Free earrings for a year' opportunity so that consumers can earn a free pair of earrings every month for a year when they get pierced in-store. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 8% | Activity: 22% | Freshness: 17% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Digital Character Branding:** The use of digital characters in branding campaigns presents an opportunity for companies to connect with Gen Zalpha consumers and enhance their shopping experiences. - **Phygital Marketing:** The integration of physical and digital elements in marketing strategies offers an innovative way to engage with customers and create memorable experiences. - **Reward Programs:** Implementing enticing reward programs like 'Free earrings for a year' can inspire customer loyalty and drive in-store purchases. ### Who This Affects Most - **Retail:** Retailers can leverage digital character branding and phygital marketing to enhance their brand identity, engage with Gen Zalpha consumers, and drive sales. - **Fashion Accessories:** Fashion accessory brands can explore the use of digital characters and reward programs to attract and retain customers, creating a unique selling proposition. - **Beauty Services:** Beauty service providers, like piercing studios, can adopt the 'Free earrings for a year' promotion to incentivize customers and increase foot traffic to their businesses. ## Related on Trend Hunter - [Youth-Focused Social Campaigns](https://www.trendhunter.com/trends/claires-2.md) - [Gen Alpha Marketing Campaigns](https://www.trendhunter.com/trends/claires-tiktok.md) - [Youthful Charm Bracelets](https://www.trendhunter.com/trends/ariella-maizer.md) - [Tween-Oriented Content Series](https://www.trendhunter.com/trends/claires-1.md) - [Confidence-Boosting Youth Bodycare](https://www.trendhunter.com/trends/c-by-claires.md) - [Hypoallergenic Waterproof Jewelry](https://www.trendhunter.com/trends/flaire-co.md) - [Expressive Charm Jewelry](https://www.trendhunter.com/trends/styled-by-katseye.md) - [Gen Alpha Fragrance Rollerballs](https://www.trendhunter.com/trends/cloud-mine-rollerball.md) - [Playful Holiday Jewelry Campaigns](https://www.trendhunter.com/trends/decorating-season.md)