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With Valentine’s Day just around the corner, we found ourselves thinking about relationships. |
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Not the candlelit kind, though we love those too, but the ones brands build every day with consumers. Some are flings: brief, exciting, and here for a good time. Others grow into long-term partnerships built on trust, consistency, and a little effort on both sides. The kind where you show up, pay attention, and keep things interesting. |
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Today’s consumers are famously hard to pin down. Loyal one day, distracted by the next shiny campaign the next. They’re surrounded by options, algorithms, and noise–free to swipe past brands that don’t spark something real. It becomes clear: attention is earned. Brands have to court. They have to listen. They have to surprise and delight without trying too hard. |
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The best relationships feel intentional. They understand timing. They know when to make a bold move and when to give space. They create moments that feel personal, not performative. |
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In this edition of The Pulse, we’re spotlighting the brands that get it right–the activations we’re crushing on, the loyalty plays that actually stick, and the experiences that feel less like marketing and more like chemistry. |
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| Pulse Check: Objects of Desire, A BMF Curated Valentine’s Day Gift Guide |
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| Whether you’re shopping for your valentine, your galentines, or treating yourself (because you are your first true love) we’ve got you covered. We’ve curated a roundup of must-have gifts from BMF clients. ➔ |
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| BMF Connects With Debbie Feit |
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| Before the clients and partnerships, there was the person who shaped the foundation. In this special conversation, BMF Founding Partner Brian Feit sits down with his mother, Debbie Feit, to reflect on the values behind his instinct for connection and the simple habits that turn everyday interactions into lasting relationships. ➔ |
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The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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| | This Valentine’s Day, NYC turns into a living love letter as BMF activates exclusive moments that celebrate the city and storied romance of FX’s new limited series, Love Story: John F. Kennedy Jr. & Carolyn Bessette. Premiering two days earlier, the show’s setting inspires the experience as it unfolds citywide. Stop by Jacques Torres locations for a sweet treat, our refreshment cart at Bubby’s during brunch, or lace up for a complimentary skate at Wollman Rink. Stream the series Thursdays on FX | Hulu & Disney+. ➔ |
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| | Shake (or stir) up date night with a Martini Masterclass at BMF Client Bemelmans Bar inside The Carlyle, A Rosewood Hotel. Here, pairs learn the art of the perfect martini from expert bartenders, then sip their creations surrounded by the bar’s iconic murals and timeless New York glamour. Book your next date night here. ➔ |
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| Photos via Sarah Lou Kieran |
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| A forever icon and our forever crush, Paris Hilton is celebrating the release of her new documentary, Infinite Icon. BMF produced the NYC premiere in partnership with Ulta Beauty and Parlux, bringing the film’s debut to life in true Paris fashion. A sea of fans in pink arrived in force to celebrate the moment—along with Paris’ own ICONIC fragrance, her milestone 30th release. Click here for ways to watch. ➔ |
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| | This relationship is steady! The 2026 Winter Olympics welcomes Ralph Lauren’s return once again with Team USA, continuing one of the most enduring partnerships in modern sport. Athlete uniforms draw on familiar American codes, showing that season after season, the brand’s role is to refine with intention. The collaboration stands as a case study of how heritage can appear and be leveraged through design. Shop the collection here. ➔ |
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| Photos via A24 & Warner Bros Pictures |
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| This relationship season, the box office is showing up for the hopeless romantics and brats alike. Lean into timeless romance at full volume with Wuthering Heights, where Jacob Elordi and Margot Robbie’s on-screen romance is consuming and familiar yet reframed for a modern audience. Or turn inward with Charli XCX’s The Moment–a parodied, self-aware, and oddly relatable exploration into relationships with self, ambition, and visibility today. Whatever your reflections, book your entry point here. ➔ |
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| | New couple alert! Nike and SKIMS take their partnership public with NikeSKIMS, a collaboration that places performance and bodywear in the same cultural frame. Fronted by Lisa of BLACKPINK, the launch reflects a shared fluency in function, fit, and global influence–less about a one-off drop, more about a long-term alignment between two brands shaping how modern bodies move and dress. Shop the collab exclusively at Nike and SKIMS. ➔ |
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The FrequencyWhat We’re Listening To Now. |
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| Photo via Olivia Dean Store |
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| For those of us looking to brush up on our studies, Olivia Dean’s The Art Of Loving reminds us that love truly is a verb–a practice, a feeling, a risk, a revelation. Breezy with clear depth, her sophomore album traces the messy, joyful, tender, and uncertain arcs of love from every angle. Its ability to feel intimate and universal all at once through a warm blend of neo-soul, pop, and R&B makes the record as reflective as it is resonant. Listen here. ➔ |
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That’s Fire By Sir Candle Man 🔥 |
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| Photo via Brooklyn Candle Studio |
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| Every relationship has a feeling. The Love Potion candle from Brooklyn Candle Studio captures that warm, close-to-home kind of love. With notes of jasmine, mandarin, and lavender, the scent creates an atmosphere that feels calm, inviting, and quietly romantic. It’s the kind of fragrance that makes a space feel shared, comfortable, and full of intention. Get your limited edition Valentine's Day version here. ➔ |
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The DestinationNow Departing: Paris |
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| | A city built on lingering looks, late dinners, and places that remember love long after you’ve left, Paris reveals its magic slowly. From storied hotels and candlelit bistros to velvet-lined nights and walks meant to stretch on, this is your guide to Paris, with love. ➔ |
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| | Let’s chat about how we can keep your brand in tune with the pulse of culture. |
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The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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| | A relationship many of us share: the one with BMF client Sephora, a global destination for self-expression and a brand people truly love. This Black History Month, Sephora is celebrating Black beauty with a short film that gives credit where it’s due, honoring the lasting influence Black creators have on the industry, while spotlighting Black-owned brands, founders, and voices shaping beauty today. Explore and celebrate Black beauty here. ➔ |
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| | It may be February, but we’re all still stuck at the cottage. Even the sub-zero windchill is no match for the heat from Heated Rivalry and, specifically, its stars. On-screen rivals-turned-lovers Hudson Williams and Connor Storrie have become muses for fashion houses and Wattpad fanfics alike, while opening the door for others to share their own stories and actively reshape acceptance within one of sport’s most resistant cultures. If you haven’t already, stream on HBO Max here. ➔ |
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| | Relationship status: watching the Bad Bunny halftime show together, a performance packed with heartthrobs and headline moments. With an announcement post becoming the most liked in Super Bowl history, Bad Bunny owned his 15-minute slot, joined by surprise guests Lady Gaga, who delivered a stunning salsa-tinged take on “Die With a Smile,” and Ricky Martin. Cameos from Karol G to Cardi B to Alix Earle turned the field into a new kind of cultural runway. Watch, or rewatch, the performance here. ➔ |
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| | ❤️ BMF is saddened to learn of Catherine O’Hara’s passing, one of pop culture’s true icons. We often talk about people as brands, especially those with cultural weight–a framing she would’ve likely found silly. Yet, that was her brand, and also her gift–silliness. From the frantic mom in Home Alone to the unforgettable Moira Rose in Schitt’s Creek, and the fierce Cookie Fleck in Best in Show, she lives on in our hearts and a body of work that continues to comfort and connect us all. Revisit her legacy here. ➔ |
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| | For its first-ever Super Bowl spot, Fanatics leaned into the conversation around Kendall Jenner’s high-profile dating history, playfully referencing the internet’s “Kardashian curse” and her roster of NBA exes. In the tongue-in-cheek ad, Jenner jokes that while the world talked about her relationships, she was betting on them, turning personal lore into cultural currency. Watch the viral ad here. ➔ |
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| | Press tours have become pop culture runways, with fashion read as closely as the film. For Wuthering Heights, romance lived in the details. Margot Robbie, styled by Andrew Mukamal, wore the historic Cartier Taj Mahal diamond necklace to the L.A. premiere, inscribed with “Love is Everlasting.” Timeless jewelry for a timeless love story. Watch the trailer here. ➔ |
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The Week in ReviewICYMI... |
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Travel The Best Honeymoon Destinations, From New Zealand To The Greek Islands ➔ I Traveled To Yorkshire To See The Hauntingly Beautiful Filming Locations In The New Wuthering Heights Movie ➔ Airbnb Launches Romantic ‘Wuthering Heights’ Experience In Yorkshire ➔ Sound Baths, Crystals And Couples’ Facials: Behold A Valentine’s Wellness Weekend ➔ What Is A 'Weddingmoon,' And Will It Save Money On Tying The Knot? ➔
Fashion & Beauty The Bridgerton Effect: How Romance Novels Are Rewriting Modern Style ➔ Your First Look At The Swoon-Worthy Runway Trend That'll Be Everywhere This Fall ➔ Elsa Hosk Gets Flirty In Alo ➔ 5 Womenswear Trend Predictions For Fall/Winter 2026 ➔ Beauty Briefing: This Valentine’s Day, Perfume Is Playing Matchmaker ➔
Entertainment Lisa’s Upcoming Netflix Romantic Comedy: What We Know So Far ➔ Meghan Markle Launches New Chocolate Collection “Inspired By Love Of Thoughtful Gestures” ➔ Zendaya And Robert Pattinson In The Drama: Everything We Know About The A24 Film ➔ Kim Kardashian And Lewis Hamilton Hard-Launch Their Romance At The Super Bowl ➔ Natural Wonder: Jonathan Anderson Stages A Milestone Show For Dior Spring/Summer 2026 Haute Couture ➔
Technology Every Dating App Has AI Now. Can It Help Make Better Matches? ➔ AI Companions For Seniors—Can A Robot Really Keep Grandpa Company? ➔ This Startup Uses AI To Get You On A Date — Fast. ➔ The New Fabio Is Claude ➔ Hatch’s French-Inspired Valentine’s Day Campaign Trades Romance For Rest ➔
Media Brands Lean Into Grand Gestures This Valentine’s Day ➔ Which Brand's Valentine's Day Campaign Makes Your Heart Flutter ➔ DoorDash Turns Valentine’s Day Misfires Into Epic Power Ballad ➔
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