Beauty closed the year with more sensorial, lifestyle-embedded marketing, where products are no longer sold as isolated solutions but rather as emotional experiences, rituals, and social moments. Summer Fridays transformed skincare into stay-in “cozy winter” rituals with GAP, Morphe turned makeup tools into tactile fantasy objects, and Emi Jay gamified hair accessories through blind-box virality. Snow-set campaigns have become winter’s new beauty runway, with brands using alpine aesthetics to turn cold-weather care into an aspirational lifestyle moment rather than just a seasonal necessity. Brands are increasingly engineering desire through touch, nostalgia, and collectibility.Here is what caught the eye of BeautyMatter’s editorial team this December.Summer Fridays partnered with clothing brand GAP on a limited-edition loungewear collection. The collaboration includes pajama shirts and bottoms designed to be worn while consumers apply their Summer Fridays skincare routine, Summer Fridays logo sweatshirts, logo sock packs, and logo headbands. The social media campaigns announcing the collaboration featured Euphoria actress Barbie Ferreira, framed around staying in—an invitation to slow down, stay in, and turn skincare into seasonal self-care moments.Morphe’s Buttery Blends brush campaigns position tactile pleasure as a key experiential driver in the sensory marketing campaign. The new brush collection has been released in a limited-edition pastel “butter yellow” while using butter, bread, and pastries to set the brushes as smooth-gliding and skin-friendly.