Every summer, brands select colors to represent the season. This year, cherry blossom-themed products are prevalent in the snacks, beverages, and cosmetics categories, though there is a growing aesthetic fatigue with this hue. For summer, brands are embracing vibrant and bold colors to align with the “dopamine dressing” trend, which suggests that wearing bright, optimistic colors boosts mood. New summer products include Lancôme’s vibrant Water Lipstick and Summer Fruit Bar pop-up, Urban Decay’s watermelon-themed setting spray, and Bobbi Brown’s cool-toned makeup. Other brands like Schwarzkopf and Starbucks are also leveraging vivid colors and creative marketing to capture consumer interest.