Relevance today demands both smart tech and sharper identities.

In this edition of Weekly Curiosities, we’re looking at how global brands are adapting to stay relevant in shifting markets. L’Oréal is piloting smart refill fountains in Dillard’s stores, blending technology, sustainability, and service to test what the future of beauty retail could look like. Meanwhile, U.S. giants like Coca-Cola and McDonald’s are playing down their American roots in Europe, repositioning themselves as local brands to better connect with wary consumers. Both moves show how experimentation, whether in technology or identity, has become essential to winning trust.

Thanks for reading and stay curious!

BRAND STRATEGY: Nike and SKIMS have officially launched NikeSKIMS, a full-fledged activewear brand (not just a collaboration), aimed squarely at reviving Nike’s momentum in the women’s segment. The debut collection includes three core lines and four seasonal ranges, offering performance apparel that blends SKIMS’ body-conscious design with Nike’s technical innovation.

What makes NikeSKIMS distinctive is the scale and ambition behind it. Rather than a capsule, this is a long-term bet: 58 silhouettes across multiple fabrics and functionality tiers, inclusive sizing from XXS to 4X, and a pledge to position the new brand alongside Nike’s existing lines. The move signals Nike’s intent to lean harder into the women’s category, with fresh energy, co-creation, and design fluency pulling double duty in both fitness and fashion.

TRAVEL RETAIL: Gentle Monster and Moncler are making their first appearance at Kansai International Airport, signaling a major fashion-forward push into Japanese travel retail. The two brands will launch boutique spaces side by side, offering travelers access to their distinct aesthetics, Gentle Monster’s avant-garde eyewear on one end, and Moncler’s high-end outerwear on the other.

This co-location strategy reflects how brands are choosing to anchor luxury presence where journeys begin. Airports now function not just as transit hubs, but as curated retail ecosystems. For Gentle Monster and Moncler, Kansai is a strategic showcase: a place for discovery, high-touch presentation, and interaction with international consumers in motion.

BRAND STRATEGY: Brands like Coca-Cola, McDonald’s, and Procter & Gamble are dialing down their U.S. identity in recent ad campaigns across Europe, emphasizing local roots instead of American origin. In Germany, Coca-Cola launched a “Made in Germany” campaign. McDonald’s is highlighting that many of its German ingredients are local and pledging billions in future investment. All this while painting these companies as part of the community, not outsiders.

This shift comes amid rising skepticism toward U.S. foreign policy and growing anti-American sentiment, especially in Western Europe. Yet these localization efforts also feel like brand insurance, an attempt to defuse political risk and retain consumer favor in markets where identification with a brand’s national origin now carries more weight than before.