How viral events are being shut down because Gen Z who can't bear to miss out come flocking for social media content (and make them 'hellish!')

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How viral events are being shut down because Gen Z who can't bear to miss out come flocking for social media content (and make them 'hellish!')

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What do Hailey Bieber's Rhode Beauty, Everyman Cinemas and Columbia Road in East London have in common? Over the past six months, they've all hosted small events that have inadvertently set the internet alight - and become social media fodder for Gen Zs chasing TikTok views. Last weekend, Rhode Beauty - which was founded by Justin Bieber's wife in 2022 - hosted a pop-up in London, where fans could snap up one of their best-selling Peptide Lip Treatments for free.
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