Great brand marketing has the power to bolster brands across industries. You may have heard marketers say often that, 'People don't love companies, people love people." That's true, and to take it even further, people love stories, values, mission-driven companies, authentic and engaging content and most of all, authenticity.
This week, we're taking a look at epic brands that have captured the hearts of young consumers in beauty, CPG, coffee, skincare and health.
It’s no surprise that Kylie Cosmetics has mastered Gen Z marketing. One reason why this brand is a Gen Z favorite is its ability to engage audiences on multiple social media platforms, from TikTok to Instagram to Snapchat. Kylie Cosmetics uses the comments on its posts to engage with customers and ask for ideas for products or names of colors. Gen Z has proven to value having a say in companies’ product development and Kylie Cosmetics has perfected this.
Since launching in 1978, Ben and Jerry’s has been a beloved brand of ice cream lovers. Recently, Ben & Jerry’s has proven that they know exactly how to market to Gen Z through its value-based marketing that takes its mission way further than its delicious Half Baked ice cream, both strengthening and widening its impact on the environment, culture and law. Ben and Jerry’s pledges to have thriving farmers and farm works, supplier diversity, regenerative agriculture and animal welfare, and social enterprises and shared value creation.
Coffee lovers worldwide love Starbucks. Millennials initially were the reason for Starbucks’ rapid success. Now Gen Z has found that same adoration. This isn’t just because of its tasty lattes and treats (though that’s a huge part of it) but also because of the brand’s dedication to philanthropy causes that young consumers love. Transform to Net Zero Coalition, founded by Starbucks. The Transform to Net Zero Coalition “pledges a net-zero carbon economy by 2050, has a sustainability training program for employees, is growing its plant-based offerings and is investing in renewable energy.” The brand is even planning to wean its customers off of plastic cups, kickstarting a plastic cup revolution.
CeraVe is a newly-loved Gen Z brand. CeraVe markets through social media, which has proven to be an extremely successful tactic for them. One way CeraVe has done this is by employing influencers on TikTok to advertise their products and show how much they love them. Posts that include the #cerave on TikTok have received 825.1 million views as of October 2021.
GT’s Synergy raw kombucha can be found in practically any grocery store as of late. GT’s employs authentic and unique marketing strategies. One way they do this is by forming a community of health lovers and utilizing social proof within its product marketing. On all GT products, an inspiring quote from a loving customer can be found, referred to as “words of enlightenment.”
