Shai Eisenman
Founder & CEO, Bubble Skincare
Breaking the mildew: In a crowded market, Shai Eisenman is disrupting by way of class breakthroughs, science-backed formulation, and inexpensive worth factors. But the trailblazer—who began faculty when she was 15—has all the time performed issues her personal approach.
XOXO: Her Gen Z-beloved magnificence model signed Leighton Meester as its first-ever international model ambassador final 12 months, shifting the five-year-old firm past its core crowd. Eisenman instructed BeautyMatter that the Gossip Girl alum “resonates across generations,” from millennials who watched the present on the CW to Gen Alpha streaming it on Netflix.
Pop fizz: This 12 months, Bubble additionally launched a collab with Poppi, teaming up for lip serums within the soda model’s flavors.
Thiago Cruz
Global Head of Brand Creative, On
Legendary launch: The artistic’s work has spanned seven cities, 5 nations, and three continents. For his newest enterprise with the Swiss sportswear maker, Cruz labored with longtime model ambassador Zendaya on her first co-collaboration, shifting the starlet from endorser to designer (stylist Law Roach additionally had a hand). Acclaimed director Spike Jonze shot the surrealist marketing campaign.
Past win: Cruz was beforehand chief artistic officer at Grey New York, the place he repositioned Angel Soft bathroom paper with a Super Bowl advert that was meant to be skipped—a reminder to make use of the toilet. It gained the model’s first Gold Lion at Cannes.
Erin Higgins
Director of Influencer & Social Media, PepsiCo Foods U.S.
No advert essential: Doritos didn’t even have an advert in Super Bowl 60, but it nonetheless managed to earn a 30% share of voice. Credit goes to Higgins, who partnered with TikTok to dominate the social sphere, working with 17 macro-influencers on lo-fi owned content material that earned 21.3 million views.
Where the chips fall: Higgins additionally managed the influencer marketing campaign round Lay’s tearjerker “Last Harvest” Super Bowl spot and its 72-Hour Challenge activation, which shortly bought 100,000 chips baggage into followers’ palms to point out off the model’s speedy “farm-to-door” provide chain. She additionally headed up Flavor Swap, PepsiCo’s largest influencer program, which featured IShowVelocity, Madison Beer, and Dude Perfect.
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