Rimmel London is now kicking off a series of Gen Z-targeted campaigns, beginning with one for the Rimmel Match Perfection foundation range.
As the hydrating Match Perfection foundation boasts a soft-focus effect for weightless coverage and "visibly perfected skin," the campaign for the cosmetic underlines how people can step into their power when they feel at home in their own skin. While the product promises to help consumers achieve naturally flawless-looking skin, the campaign is centered around exuding qualities like radiance, confidence and the feeling of being unstoppable.
In addition to working with Rimmel London on this campaign, creative agency Initials also worked on seasonal campaigns that young consumers can expect to see throughout the rest of the year for Halloween and Christmas.
Gen Z Makeup Campaigns
The Rimmel Match Perfection Campaign Champions Individual Beauty & Power
Trend Themes
1. Gen Z-targeted Campaigns - Opportunity for cosmetic brands to create campaigns specifically tailored to Gen Z, focusing on empowering individuals and promoting self-expression.
2. Soft-focus Effect - The trend of cosmetic products offering a soft-focus effect for weightless coverage presents an opportunity to disrupt the beauty market by providing a natural and flawless look.
3. Seasonal Campaigns - Creating seasonal campaigns for young consumers, such as Halloween and Christmas, allows cosmetic brands to tap into the Gen Z market and promote innovative, festive makeup looks.
Industry Implications
1. Cosmetics - The cosmetic industry can leverage Gen Z-targeted campaigns and the soft-focus effect trend to drive sales and engagement among young consumers.
2. Advertising & Marketing - The rise of Gen Z-targeted campaigns and the importance of self-expression create opportunities for advertising and marketing agencies to collaborate with cosmetic brands and develop innovative promotional campaigns.
3. Fashion & Beauty Retail - Fashion and beauty retailers can capitalize on the seasonal campaign trend by curating product offerings and promotions that align with the festive makeup looks popular among Gen Z consumers.