5WPR News

IFA Berlin has just wrapped and 1,900 exhibitors from 49 countries flooded Messe Berlin with AI-driven gadgets, smart home solutions, and sustainable tech. Yet, in this sea of sameness, where booths blurred with similar buzzwords and sleek designs, influencers (influencer marketing) and content creators emerged as the true differentiators. Through the IFA Creator Hub, they transformed generic product reveals into unique, lasting narratives, amplifying brand individuality far beyond the event. Building on insights from my colleague’s feature on IFA trends, Influencers also had a place in this year’s show and took brands to another level.  

Housed in the Palais am Funkturm, the IFA Creator Hub was a creative haven for over 1,500 influencers, offering pro-grade streaming studios, masterclasses, demo zones, and a VIP Lounge with tools from TikTok, Sony, Nvidia, and more. This space empowered creators to craft content that highlighted each brand’s distinct edge, moving beyond uniform booth displays.

IFA Berlin 2025 reaffirmed its role as one of the most influential showcases in the global consumer technology calendar. With more than 215,000 visitors, 1,900 exhibitors from 49 countries, and every inch of Messe Berlin filled with innovation, this year’s conference demonstrated how artificial intelligence, robotics, and connected ecosystems are transitioning from concept to everyday life. For brands and marketers, the event also highlighted how effective consumer technology PR strategies can amplify impact well beyond the trade show floor. 

Artificial intelligence dominated conversations at IFA Berlin 2025. No longer an abstract promise, AI is being embedded into the devices we interact with daily. Smart home hubs anticipate household needs, adjusting lighting, climate, and security based on patterns of usage. Robotics, from vacuum cleaners to multifunctional home assistants, leverage AI to navigate complex environments and take on increasingly sophisticated tasks. Wearables analyze user health data in real time, delivering actionable insights personalized to individual lifestyles. Together, these AI-driven tools are creating an ecosystem where technology anticipates and responds seamlessly to human behavior, transforming homes into intelligent, responsive spaces. 

This month, 5WPR had the opportunity to attend HUE Affair 2025 at New York City’s Metropolitan Pavilion, where 5W client Bask & Lather Co. was featured as an exhibitor and partner of the event. Held in honor of Black Business Month, the expo brought together diverse brands, founders, and consumers in a celebration of Black entrepreneurship, economic empowerment, and culturally driven innovation in beauty and wellness. The event continues to grow as a platform for underrepresented creators and companies, offering a valuable space to build community and cultural relevance in an increasingly inclusive marketplace. 

About HUE Affair 

5WPR recently had the opportunity to attend VISION25, a major event hosted by our client WorkForce Software, following their recent acquisition by ADP. The gathering brought together thought leaders and industry experts to highlight how the partnership between these companies is creating new value in the evolving world of HR Tech. 

5W’s Corporate Communications and Technology PR teams are always eager to explore how innovation shapes the employee experience and how businesses can better communicate these shifts both internally and externally. 

Earlier this month, founders, investors, and beauty industry leaders came together in New York City for CADRE Clean Beauty NYC 2025. The event offered a dynamic blend of expert-led workshops, real-world brand insights, and targeted networking opportunities designed to help emerging beauty brands scale with purpose and impact. Below is a recap of standout insights from the 5WPR team in attendance, along with guidance for how brands can translate these lessons into long-term growth. 

Christina Rodriguez and Angie Castro-Patterson representing 5WPR at CADRE Clean Beauty NYC 2025.

At 5WPR, we understand that impactful multicultural marketing requires more than inclusive messaging; it requires inclusive thinking. That ethos was front and center at our latest Happy Hour panel event on April 16th, 2025, “How to Activate in the Multicultural Community,” which brought together powerhouse voices from across the media, automotive, tech, and agency landscapes. 

The conversation featured: 

Ilisa Wirgin, Managing Partner and EVP of Beauty, Health & Wellness at 5WPR, attended BeautyMatter’s FutureFifty event this past Friday – a gathering that brought together forward-thinking minds shaping the future of the beauty and wellness industries. Hosted in partnership with BeautyMatter, this event was a hub of insight, innovation, and inspiration. Here are the top takeaways from the day.

CES 2025 once again proved to be the epicenter of technological advancement, and this year, beauty was front and center as brands unveiled next-level skincare and health tech innovations. The integration of AI into nearly every device demonstrated how the beauty industry is evolving and how beauty PR and digital marketing strategies need to adapt to highlight smarter, more personalized products.

The beauty industry continues to embrace AI-driven solutions, making beauty PR campaigns more dynamic and engaging. From smart mirrors analyzing skin in real time to customized skincare devices, AI-powered products were a dominant force at CES. Skincare branding is now deeply intertwined with technology, offering consumers hyper-personalized experiences that drive engagement and loyalty. Influencer marketing is shifting as creators are partnering with brands to create content surrounding these product offerings.