Beauty brands are increasingly adapting to appeal to Gen Z, known as ‘the activist generation’, by making a stand for social issues or sustainability.
As Rachel Strugatz writes in ‘What It Means to Be a Gen Z Beauty Brand Today’ for the New York Times. “A company can’t just sell skin care, cosmetics, hair care or perfume. Good product matters, but what matters more is standing for something, whether it’s being cruelty free (E.L.F. Cosmetics) or simply being the best version of yourself (Glossier).”
As consumers of all ages have become more concerned by brand ethics, sustainability has come into focus. Australian searches for low-waste living have increased by 446% YoY on Pinterest, according to the social platform’s August newsletter.
One brand making steps towards sustainability is Unilever, who wanted to generate beautiful content that would raise awareness of their new recycled plastics range in Australia and New Zealand. So, they turned to Vamp to spread the word.
Strategy
28 Vamp creators shared content that showcased Unilever’s brands on social media. Through captions, they shared Unilever’s sustainability message with their engaged followings.
Toolkit
- Managed campaign
- Influencer marketing
- Boosting
Result
- 491,800 social audience.
- 10,814 engagements.
- $0.43 cost per engagement.
The Vamp team are smart, savvy operators who put their clients’ needs and outcomes first. When it comes to your campaign, they are with you every step of the way – offering guidance and answering (often silly!) questions in a way that is patient and incredibly helpful. They are invested in setting clients up for success, and educating them with the skills to independently drive successful campaigns in the future.
Jessie Davis, Consultant, Sustainable Business & Communications
Home Beauty & Personal Care (HBPC), Unilever Australia & New Zealand
