e.l.f. Cosmetics Authentically Connects with Gen Z on BeReal
Laura McQuarrie — August 9, 2022 — Fashion
References: adweek
BeReal is a simple photo-sharing app that inspires authentic, in-the-moment content creation by encouraging users to share a snippet of their real life once a day. e.l.f. Cosmetics is the first beauty brand of its kind to have a presence on the platform and through the social app, the brand invited users to claim a free Hydrated Ever After Skincare Mini Kit (and free shipping) by sending a friend request to @elfyeah.
The beauty brand worked with creative agency Movers+Shakers to bring its presence to the platform. Movers+Shakers co-founder and CEO Evan Horowitz told Adweek, “Generation Z wants to know what is really happening in each other’s lives. They’re tired of fake, overly planned and edited content on other social apps. BeReal allows people to share their unfiltered, real lives, and now brands can offer fans the same level of transparency.”
The beauty brand worked with creative agency Movers+Shakers to bring its presence to the platform. Movers+Shakers co-founder and CEO Evan Horowitz told Adweek, “Generation Z wants to know what is really happening in each other’s lives. They’re tired of fake, overly planned and edited content on other social apps. BeReal allows people to share their unfiltered, real lives, and now brands can offer fans the same level of transparency.”
Trend Themes
1. Authenticity Marketing - Brands can leverage the trend of authenticity marketing by using social platforms like BeReal to connect with younger generations craving real and unfiltered content.
2. In-the-moment Content Creation - Businesses can tap into the trend of in-the-moment content creation by encouraging users to share photos or videos of their daily lives on social apps like BeReal.
3. Social Commerce - The trend of social commerce can create opportunities for beauty brands like e.l.f. Cosmetics to offer promotions and drive sales through social media interactions on apps like BeReal.
Industry Implications
1. Beauty and Personal Care - The beauty industry can use social platforms like BeReal to showcase personal and unfiltered content and gain trust with younger consumers.
2. Advertising and Marketing - The advertising and marketing industry can create more authentic campaigns for their clients through the use of social platforms like BeReal.
3. Mobile App Development - The trend of in-the-moment content creation calls for the development of social apps like BeReal that provide an authentic, self-expression platform.
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