HelloFresh vs Kering

The Drum Columnist Explores Marketing's Obsession with Toilet Humor

Columnist Oscar Quine explores the recent trend of toilet humor in advertising, from Marks and Spencer's fiber marketing to Pampers' 'Poonami' and Super Bowl 'Toilet Bowl' ads. He applies Freudian and Bakhtinian theories to analyze why brands use scatological themes, suggesting that such humor grabs attention and reflects cultural shifts. Quine discusses campaigns by Andrex, HelloFresh, Liquid Death, and Who Gives A Crap, and touches on concepts like 'enshittification' and the protein obsession. The article is an opinion piece that uses psychoanalytic frameworks to interpret advertising trends, concluding that creativity is essential to avoid formulaic taboo content.

• HelloFresh ran a Pride social media post promoting high-fiber meals with the promo code 'BOTTOMSUP'.
• Pampers coined the term 'poonami' in its advertising.
• The 2026 Super Bowl was dubbed the 'Toilet Bowl' due to numerous poop-themed ads.

HelloFresh Q2 2026: Revenue Falls, Efficiency Program Continues

HelloFresh reported around €1.5 billion in revenue for Q2 2026 and an adjusted EBITDA of €120.6 million, with currency-adjusted revenue down 7.8% year-over-year. The company reduced marketing spend, delivered 21.8 million orders (down 13.7% y/y) and raised average order value to €71. HelloFresh says product improvements helped retention in existing customers and that about 85% of planned efficiency measures were implemented by the end of H1. The group reaffirmed its 2026 adjusted EBITDA guidance of €375–425 million while expecting a currency-adjusted revenue decline of 3–6% for the year.

• HelloFresh reported Q2 2026 revenue of around €1.5 billion, down from €1.7 billion year‑over‑year (currency‑adjusted decline of 7.8%).
• Adjusted EBITDA for Q2 2026 was €120.6 million (prior-year Q2: €158.5 million); group AEBITDA margin for Q2 was 15.2%.
• HelloFresh delivered 21.8 million orders in Q2 2026, a decline of 13.7% versus 25.3 million a year earlier.

HelloFresh Showcased AI-Generated Billboard in Times Square

Hightouch ran a one-day Times Square activation in June to showcase ads created with its new creative tool, Ad Studio. The activation — funded by Hightouch — featured brands including HelloFresh, Sweetgreen and Tripadvisor. HelloFresh adopted Ad Studio to produce creative at scale, using the brand’s own assets, catalogs and compliance guidelines to maintain voice and governance. Ad Studio, part of Hightouch’s agentic marketing suite, handles creative asset generation through deployment and integrates with tools like Figma, though it does not manage media buying or budget allocation. HelloFresh’s Times Square ad emphasized the cost advantage of home-cooked meals versus takeout; the company plans to continue using the tool for future activations. Quotes in the article come from HelloFresh US head of marketing Conor Feeney and Hightouch co-CEO Tejas Manohar.

• In June, Hightouch launched a one-day Times Square activation to showcase ads created with its Ad Studio tool.
• The Times Square activation was funded by Hightouch and featured brands including HelloFresh, Sweetgreen and Tripadvisor.
• Ad Studio is described as part of Hightouch’s agentic marketing suite and handles creative asset generation through deployment; it integrates with tools like Figma but does not handle budget allocation or media buys.

Kering launches its Kering Generation Award in India

Kering launches its Kering Generation Award in India, published on 09/07/2026. Also new: Kering Jewelry appointments, Sabina Belli appointed President of Kering Italia, and 2026 first half results.

Football Stars Boost Luxury Handbag Demand

Male professional footballers — notably Erling Haaland, Jude Bellingham and Kylian Mbappé — are increasingly photographed carrying high-end designer handbags, giving luxury houses extra visibility as sales soften in key markets. LVMH and Kering each reported roughly 3% year‑on‑year revenue declines in the first half, with Kering group revenue at €7.2bn from January–June and Gucci contributing about €2.8bn (down ~9%). Brands are leveraging players’ global reach and ambassador roles to push a growing 'man‑bag' segment: Haaland’s Birkin collection is estimated at €1.1m, and players often appear with Hermès, Louis Vuitton and Dolce & Gabbana pieces. Industry analysis (via Bloomberg/Bain & Co.) estimates only about a quarter of the luxury‑handbag market is male, indicating significant room to expand demand through these celebrity-driven channels.

• LVMH reported a 3% year‑on‑year revenue decline in the first half; its share recently hit a six‑year low and is down roughly 26% year‑to‑date.
• Kering reported a 3% revenue decline for the first half; group revenue January–June was €7.2bn, with Gucci contributing about €2.8bn (down ~9% versus the prior half-year).
• Erling Haaland’s collection of Birkin bags is estimated at €1.1m; he and other players have been photographed with Hermès and Dolce & Gabbana pieces.

L'Oréal grows and posts record margin in H1 2026

L’Oréal confirmed strong growth in the first half of 2026, reporting revenue of €23.77 billion (up 5.8%; like‑for‑like growth 6.8%, adjusted 6.5%). E‑commerce and innovation were cited as primary growth drivers. The group achieved a new operating‑margin high of 21.3% and a gross margin of 74.8%. Operating profit rose to €5.06 billion and adjusted net profit was nearly €4.0 billion, up 4.7%. All divisions and regions contributed, with particularly dynamic performance in Professional Products and Dermatological Beauty, strength in SAPMENA‑SSA and North America, and continued recovery in North Asia. Management highlighted increased marketing investment, use of artificial intelligence in product development and marketing, a long‑term licensing agreement with Kering for Gucci, and planned investments in growth markets such as India. The article was published 2026‑07‑30.

• L’Oréal H1 2026 revenue: €23.77 billion, +5.8% (like‑for‑like +6.8%, adjusted +6.5%).
• Gross margin: 74.8%; operating margin reached a record 21.3%.
• Operating profit: €5.06 billion; adjusted net profit: ~€4.0 billion, +4.7%.