the bag charm effect, from products to lifestyle statements: an exclusive interview with Aminata Tall, SVP of Global Marketing at Kate Somerville

11 June

In a world where our morning skincare routine has become as curated as our outfit choices, a new trend is emerging that blurs the lines between beauty, fashion, and self-expression.

We're no longer just applying our products - we're wearing them. Welcome to the era of functional fashion accessories, where your SPF becomes a statement piece and your bag charm tells your beauty story.

I recently spoke with Aminata Tall, SVP of Global Marketing at Kate Somerville, about the brand's collaboration with accessories designer Susan Alexandra, a partnership that perfectly encapsulates this movement toward wearable beauty.

The strategic shift: from product to lifestyle essential.

"We believe in the power of cross-brand collaborations to boost brand awareness, increase relevance, and connect with new audiences," explains Aminata. "Our goal is always to surprise and delight our customers with partnerships that feel both natural and a bit unexpected."

The collaboration resulted in the HydraKate SPF Bag Charm - a (super cute) beaded sleeve designed specifically to carry Kate Somerville's cult-favorite sunscreen. But this isn't just about creating another accessory. It represents a fundamental shift in how beauty brands are positioning themselves in consumers' lives, creating what Aminata calls "a memorable brand moment that extends beyond the skincare routine."

"Given how well our brand aligns with entertainment and fashion, continuing to expand into this space was a natural next step. Susan's platform connects directly with our audience, amplifying our message in a way that feels both authentic and impactful."

The psychology behind the trend.

This shift toward wearable beauty taps into some pretty powerful consumer psychology. Lifestyle brands today don't just sell products - they sell a way of life and a set of values. Today's consumers aren't just seeking effective skincare; they want products that align with their personal style and enhance their everyday routines.

And let's be real - as luxury handbag prices continue to soar, with wallets that once cost $300 now pushing toward $1,000, we're all seeking alternative ways to inject luxury and personality into our accessories. Bag charms have become a gateway to luxury ownership, allowing us to add designer touches to our existing pieces for a fraction of the cost.

"Beauty is no longer viewed in isolation, skincare is just one element of a larger lifestyle that builds confidence and makes people feel beautiful, inside and out," Aminata told me.

From Jane Birkin to Modern Bag Charm Culture.

The current bag charm obsession isn't entirely new - despite what TikTok might have you believe. It's actually a modern evolution of personal accessorising that dates back to icons like Jane Birkin, who famously dressed her Hermès bags with trinkets and keepsakes.

What's different now? The intentional branding and lifestyle positioning behind these accessories.

Recent data shows the trend's explosive growth:

Bag charms have seen a 280% increase in TikTok views
Google searches peaked at 1,700% over the previous year
Pinterest searches for "bag charms" have increased sevenfold
Demand for bag charms and embellished bags has risen 352% month-on-month on platforms like Lyst

From Labubu's global domination (now the #1 collectible on StockX with an average resale price of $208) to luxury brands like Loewe, Coach, and Anya Hindmarch embracing accessories, the market is clearly responding to our collective desire for personalization and self-expression.

Transforming the customer experience.

"This collaboration isn't just about elevating our marketing efforts, it's about creating a richer, more meaningful experience for our community and deepening engagement by crafting a memorable brand moment that extends beyond the skincare routine," says Aminata.

The genius here lies in addressing a fundamental challenge with SPF: reapplication.

"For a product like SPF, which needs to be reapplied, creating a fun, engaging experience is key, it's not just about performance; it's about how the entire ritual makes consumers feel connected, fostering a sense of belonging."

By transforming SPF into something wearable and fun, like a beaded sleeve you can attach to your bag, it becomes so much more than just sunscreen. It becomes a conversation starter, a fashion statement, and a daily reminder of self-care.

Key takeaways for brands.

1. Think Beyond Your Category The most successful collaborations happen when brands expand their thinking beyond traditional boundaries. Kate Somerville didn't just create another skincare product - they created a fashion accessory that happens to hold skincare. Pretty smart, right?

2. Address Real Consumer Pain Points The need for SPF reapplication isn't just functional, it's social and emotional. By making this routine more engaging and shareable, the collaboration solved a real problem while creating a moment of joy.

3. Invest in Community, Not Just Product As Aminata puts it, "Community engagement is the true currency" in modern marketing. Brands that focus on creating shared experiences and moments of connection will build stronger, more lasting relationships with their customers.

4. Embrace the Power of "Unexpected" Partnerships The most memorable collaborations often come from unexpected pairings. When done thoughtfully, these partnerships can introduce brands to entirely new audiences while feeling authentic to existing customers.

As we look toward the next viral trend, one thing is clear: consumers aren't just buying products anymore - we're buying into lifestyles, communities, and identities.