Claire’s reintroduced its iconic ear piercing service with the global campaign “Pierced by Claire’s,” transforming a heritage offering into a modern experience of self-expression. The refreshed brand identity, playful tone, and bold design set the stage for piercing to become a cultural conversation.

At the heart of the campaign was EarPrint, an AI-powered tool that created personalized ear styling maps for every customer, making the service both unique and shareable. A digital character, Pierce, brought personality to the journey across in-store experiences and brand storytelling.

The campaign launched during Fall Fashion Week with a full SoHo out-of-home takeover and immersive pop-up activation, ensuring visibility at the center of culture. With offers like free earrings for a year, the piercing relaunch was both aspirational and accessible, positioning Claire’s as the global leader in style and self-expression.