Starbucks, Sephora, and Ulta Beauty are bedazzling their social media feeds, and it’s all in a bid to win over customers embracing the analog economy. Social media users have spent the last month meticulously gluing rhinestones to everyday objects, including coffee cups, skincare, phone cases, and even puppies.
Perhaps the biggest example came earlier this month, when Kylie Jenner posted an Instagram carousel of her 29th birthday party. Jenner, known for splashing out on lavish events, turned to colorful rhinestone decor to celebrate the milestone, and even plastered gemstones across plastic cups and one of her two birthday cakes.
Jenner’s rhinestone choice, cheap and easy to find in the arts and crafts aisle at a Target or Michael’s, delivers a sharp contrast with the multi-millionaire’s typical flashy displays of wealth. In years prior, Jenner has celebrated her August birthday by planning lavish events, including luxury yacht excursions or renting out entire venues. But her 29th birthday celebration took a page from a different book.
The rhinestone ornamentation doubled as a girly and whimsical photo-op. After posting the viral photos, brands and creators were quick to jump at the lucrative marketing opportunity, and Gen Z’s rhinestone fever was born.
