NBA superstar Kevin Durant was declared CeraVe’s “New Face of Legs” this week, the culmination of a guerrilla-style marketing campaign designed to leave the ball player’s gams sufficiently moisturized. The reveal on X from Durant, featuring a video clip of his rejuvenated skin and seemingly never-ending legs, has already racked up 41 million views.

We went behind the scenes with L'Oréal Chief Creative Officer Adam Kornblum to discuss the strategic thinking behind the viral campaign; the role played by social listening and influencers; the brand’s “medutainment” philosophy; and his approach to brand storytelling.

Milani Cosmetics prides itself on developing luxury-quality products for all skin tones at mass cosmetics prices, said Chief Marketing Officer Jeremy Lowenstein. And that’s the theme of its new campaign, “What’s Inside Is Everything.” He shares insights about the program and why the brand reformulated one of its staple products.

In “The State of AI in Marketing 2026,” AI platform provider Jasper reports that 91% of the 1,400 marketing professionals surveyed at the end of 2025 said their teams now use AI, up significantly from 63% the previous year. However, the percentage able to prove ROI declined. We review the report’s key findings.

Consumers need to reappraise I Can’t Believe It’s Not Butter, according to Chief Marketing Officer Olga Osminkina-Jones, as its last memorable marketing campaign featured actor Fabio Lanzoni in the ‘90s. She shares how the butter-substitute brand snagged celebrity chef Gordon Ramsay as the face of its new campaign featuring the reformulated product.

With each new store opening, fitness apparel brand Beyond Yoga is taking a hyperlocal approach to marketing. CMO Katie Babineau takes us through its new retail concept that prioritizes in-person marketing.

Lastly, if you’ve scrolled through social media lately and noticed the 2016 trend, you may wonder whether the internet collectively misplaced an entire decade. But this trend reveals how people are searching for connection right now — and how nostalgia can resonate when brands tap into it.

Until next week,