The status symbol items CMOs sported at this year’s Cannes Lions International Festival of Creativity

Happy Saturday! A 51-year-old woman says she’s in the best shape of her life after ditching cardio and getting into strength training. Here’s how she did it.

On the agenda:

• A dietitian explains why eating dessert can help you lose more weight and keep it off.
• A heated debate about location sharing is dividing generations.
• Creatine is a longevity wonder supplement — and it’s not just for gym bros.
• The new American dream? Buying and renting out vacation homes in Italy.

But first: Bonjour de Cannes!

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This week’s dispatch

The status symbols CMOs are into

More than 15,000 marketing leaders and creatives descended on the French Riviera for this year’s Cannes Lions International Festival of Creativity in France.

And while the thousands of chief marketing officers traded industry secrets and attended panels and networking events, I spent my time on the lookout for the status symbols they were wearing. You know … the important reporting we all want to know about. Right? Right.

After spending six days with this group, I noticed two beloved items over and over again. One wasn’t a shocker, while the other was a nice surprise.

The first status symbol I noticed as soon as I touched down at the airport in Nice, before trekking the 45 minutes to Cannes, was that most of the marketers had Away luggage.

It’s not a new hot item, but it’s easy to see why the brand is beloved by these busy professionals. They have a sleek, minimalist design. They’re quite light, around 7.5 pounds, making it easy to head to Cannes or any other locale, and they have wheels that turn 360 degrees.

Another travel item I saw time and again throughout my week in sunny Cannes was Celine sunglasses.

The French designer’s accessory is the ultimate “if you know, you know” product, as they’re not deemed trendy. Instead, because of their quality — premium acetate and gold hardware — the sunnies were a favorite among marketers.

During my panel at The FQ Lounge, Jennifer Wilson, the CMO of Lowe’s, had also noticed the trend and said she had to pick up a pair, which range in price from $300 to more than $500, before she left France.

Just desserts

You don’t have to cut out sweet treats to eat healthier. Having dessert or other favorite foods can actually help dieters reach weight-loss goals, Tara Schmidt, lead dietitian for the Mayo Clinic diet, told BI.

The key is moderation. “Allowing for a balanced way of including your favorite foods, a planned indulgence, really helps people feel less deprived,” Schmidt said.

See her tips for indulging healthier.

Do you want to share your location with me?

You’re likely to get a different answer depending on who you ask. Sharing your location with friends and family has become a heated debate among generations. BI spoke to people from all age groups to find out why.

Gen Z is generally chill about it, with some citing convenience as a reason. Gen X is indifferent, seeing the pros and cons. Millennials, on the other hand, are more divided, with some saying they outright hated it or felt no need for it.

To share or not to share.

The creatine craze is more than just hype

Researchers typically have a healthy mistrust of supplements, but creatine is the rare exception. Evidence is piling up about its positive effects on your body, brain, and longevity.

Gym bros love creatine because it helps build muscle, but it’s not just for bulking up. Early research suggests it can support hormonal health for both women and men. New research suggests creatine can help with brain performance, too.

Plus, it’s relatively inexpensive.

Il (nuovo) sogno americano

The new American dream includes buying and managing property outside your main residence. Italy, which boasts Mediterranean charm, a slower pace of life, and plenty of inexpensive real estate, is a prime target for American buyers.

Plus, homeowners can personally enjoy their investments when they’re not renting them out. It’s a way of combining passive income with a familiar place to stay on vacation.

Three Americans shared what it’s like.

What we’re watching this weekend

• “A Minecraft Movie”: One of the biggest movies of the year is now on Max. Travel to the world of Minecraft with Jack Black and Jason Momoa.
• “Love Me”: Kristen Stewart and Steven Yeun prove love is possible even after humanity’s extinction in this unique love story, now available on Amazon Prime.
• “The Gilded Age”: Season 3 of the acclaimed show set in 1880s New York City, starring Carrie Coon and Cynthia Nixon, returns on Max.

What to shop

• Work out in style: Whether you’re spending weekends on the pickleball court or out running errands, these super cute exercise dresses will keep you comfy and supported.
• Made-to-measure suits: Our men’s style editor knows a thing or two about looking sharp. He tested Suitsupply’s custom, made-to-measure suits and got the best fit he’s ever experienced. Here’s what it’s like to order from them, and what to keep in mind.
• Cloud Couch dupe: We tested a modular sofa from Sundays that’s just like Restoration Hardware’s famous Cloud Couch, but way less expensive. If you’re looking for a comfy couch to sink into, we can’t recommend this one enough.

More of this week’s top reads:

• I was diagnosed with stage 4 colon cancer at 31 despite being fit and healthy. Doctors brushed off my concerns as pregnancy symptoms.
• Jason Isaacs reveals the “very low price” the “White Lotus” cast was paid per episode.
• I spent every summer in Greece as a kid. Here are seven places you should visit that aren’t Mykonos or Athens.
• We moved to rural Oregon to save money. It’s been great, but small-town life has its downsides.
• Ten items from your summer wardrobe to get rid of, according to stylists and designers.
• I spent a night in a brand-new luxury hotel in Seattle. I wasn’t familiar with the chain, but now I’ll book it worldwide.
• McDonald’s was ranked the biggest restaurant chain in the US. Here are the other chains that topped the list.

The BI Today team: Dan DeFrancesco, deputy editor and anchor, in New York City. Akin Oyedele, senior editor, in New York. Grace Lett, editor, in New York. Amanda Yen, associate editor, in New York.

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