Marketing And PR Campaigns That Understood the Assignment

Gen Z isn’t just any generation — they’re the trendsetters, showing their parents and grandparents what’s in and what’s out. They don’t just follow trends; they create them, share them, and turn brands into overnight sensations. With a single swipe, they can make a brand go viral or fade into irrelevance, proving that in today’s world, Gen Z holds power – and this has been proven time and time over again. But for now, we’ll dive into some of the most popular skincare brands.

Rare Beauty: Nostalgia, mental health, and the power of being yourself

First on the list, let’s talk about the beauty brand run by none other than Alex Russo – oh wait, I mean Beezus Quimby – sorry, I meant Mavis – oops, I’m getting my childhood favs mixed up! What I really meant was Selena Gomez. This icon has been a familiar face for many thanks to her roles in nostalgic films. Whether you remember her as the mischievous wizard from Wizards of Waverly Place or heard her recognizable voice on the inspiring track Who Says, you can’t deny her massive presence in the entertainment world. That’s why buying her products feels like so much more than just picking up high-quality makeup; it’s like supporting a friend who’s been a part of your childhood. For many Gen Z consumers, Selena Gomez isn’t just an entrepreneur; she’s a childhood inspiration.

But Rare Beauty isn’t just about nostalgia. The brand understands that Gen Z craves purpose-driven marketing, and trust me, they deliver. With Selena being open about her mental health struggles over the years, it’s no surprise that her brand has become a safe space for others going through the same. Mental health advocacy is front and center, and Rare Beauty doesn’t just talk the talk—they walk the walk.

As Selena herself says, “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.”

And that message of self-love and acceptance isn’t just lip service. The Rare Impact Fund donates 1% of all sales to mental health initiatives, proving that this isn’t just a marketing tactic; it’s a genuine effort to make a difference. For Gen Z, who is all about supporting brands that are as kind as they are cool, Rare Beauty isn’t just a makeup brand—it’s a movement.

Hailey Bieber’s Rhode Skin: Indulge in aesthetic glows and delicious marketing

Next up on the list (and my personal fav!), we’ve got Rhode Skin by none other than Hailey Bieber (Yep, Mrs. Bieber, little 12-year-old me would be crushed by those words). This skincare brand has been making major waves thanks to the glowy, post-application effect of her products, leaving skin with the coveted “glazed donut skin” look.

The minimalist packaging screams simplicity, while the products inside are anything but. Rhode Skin isn’t just about achieving flawless, smooth skin; it’s about embracing that sense of self-care. Each product practically begs you to use it, from the clean girl aesthetic of the packaging to the vintage, aesthetically pleasing ad campaigns. And let’s be real, seeing celebs rock her products? Pure chef’s kiss. Now, we can’t talk about Rhode without mentioning Hailey’s genius move with her lip treatment phone case. When you first hear about it, it almost feels like one of those “how did no one think of this before?” moments. Think about it: how many times have you lost a lip gloss? (I’m definitely raising my hand here.) But how many times have you lost your phone? (I bet it’s close to zero.) It’s such a smart, simple idea—and who better to come up with it than Hailey herself? Only a brand as innovative as Rhode could make something so unique. And then there were the giant bath bombs filled with secret Rhode products. Talk about a scavenger hunt for skincare! These bath bombs weren’t just a fun gift; they were a whole experience.

Hailey really knows how to get people talking, and this stunt was genius. It gave consumers a fun, shareable experience while strengthening her fanbase. Now, everyone’s left wondering, “What’s next?” And don’t get me started on the advertising of Rhode Skin’s products! Whether it’s the aesthetic look of food used to make her lip treatments look as yummy as they feel or adding a fun twist to both the eyes and the stomach by naming products after delicious treats like “Salted Caramel” or “Watermelon Slice,” Hailey sure knows how to keep her Gen Z audience hooked on the imagery! It’s like she took the concept of indulgence and gave it a glow-up, making self-care feel like a daily treat. From lip gloss that looks as sweet as a candy store to skincare that promises a “glazed donut” glow, Rhode’s marketing makes sure we’re not just buying products; we’re buying into an experience we can almost taste!

These PR moves are everything Gen Z loves: they’re fun and interactive, and they keep you coming back for more. Hailey’s created memorable moments that make us all crave Rhode, and it’s safe to say — her fanbase isn’t going anywhere anytime soon. Kudos to you, Mrs. Bieber!

Glossier: Aesthetic, authentic, and deliciously relatable for Gen Z

And let’s not forget about Glossier, the beauty brand that’s taken the world by storm with its minimalist approach and Gen Z-friendly vibes! Glossier doesn’t just sell products; they sell an experience – a lifestyle – wrapped up in pink (for all the girlies who love a pretty pastel!) and sleek packaging practically made for Instagram and TikTok content. But it’s not just about the aesthetic (though let’s be real, the aesthetic is a big reason they’ve become such a success). Glossier has mastered the art of making us feel like we’re part of a cool, inclusive community—it’s like, “The pretty girl in your English class probably owns every item.”

When it comes to their ads, Glossier knows exactly how to make us drool over their products. Their lip balms? Think of them as the ultimate treat for your lips. With names like “Birthday Cake” and “Berry,” their lip products bring that sweet indulgence we all crave. The packaging is something you’d want to display on your vanity and the delicious product names? Impossible to resist. Using food imagery to capture attention? Genius. But the real secret? Glossier isn’t just about looking good; it’s about staying relatable to its Gen Z fanbase.

Their “skin first, makeup second” motto speaks to a generation that values authenticity and self-love, making Glossier feel less like just a beauty brand and more like a friend. And don’t get me started on their iconic campaigns. They seamlessly incorporate everyday moments — like selfies with friends or lounging in comfy clothes — into their product shots, making us feel like we’re part of those moments, too. Let’s not forget their celeb collaborations with the likes of Kendall Jenner and Olivia Rodrigo or the fact that their social media team is full of Gen Z members who get what we’re looking for. Whether it’s limited-edition collaborations or expertly curated product launches, Glossier has a way of turning beauty into an experience. They keep things fresh, fun, and just the right amount of extra, making sure their Gen Z audience feels like they’re always a part of something exclusive and exciting.

E.L.F. Cosmetics: Where fun meets affordability for Gen Z

Another one of my favorites: let’s talk about E.L.F. Cosmetics— not only is it great makeup but is super affordable for all the babes ballin’ on a budget, trust me we’ve all been there. Affordability means a lot to Gen Z because let’s be honest, we can be quite frugal with where and how we spend our money, and E.L.F just gets that about us. E.L.F. has built its empire on a winning combo of super affordable products, a wide range of shades, and a reputation for being playful and bold. But what really sets E.L.F. apart from other drugstore brands? Their spot-on PR and marketing truly speak to the Gen Z crowd. First off, E.L.F. is all about fun. From their colorful packaging to their quirky product names, they keep things lighthearted while still delivering serious results. Plus, they’ve mastered the art of making beauty feel like an inclusive experience, featuring real people (not just models) in their ads. Whether it’s your bestie showing off their latest E.L.F. eyeshadow palette or a TikTok star using their iconic Poreless Putty Primer, E.L.F. has become part of our daily beauty routines. But here’s where E.L.F. really shines: They know how to capture our attention in all the right ways. They were one of the first beauty brands to really nail TikTok marketing.

The #EyesLipsFace hashtag? It’s a whole movement. E.L.F. capitalized on viral, funny trends like nobody’s business, from partnering with influencers to starting their own trends that we couldn’t help but jump on. Someone needs to give their social media a huge bonus. What truly sets them apart, though, is their commitment to inclusivity and diversity, which resonates deeply with Gen Z. E.L.F. isn’t just about showing you what beauty should look like, they’re all about empowering you to define it for yourself. From their broad product range to their partnerships with influencers of all sizes, colors, and identities, E.L.F. consistently proves they’re listening to what Gen Z wants: representation, authenticity, and fun. And let’s not forget their collaborations with cool brands and personalities. E.L.F. has teamed up with everyone from TikTok stars to big names like Dunkin’ and Chipotle, turning everyday things, we love into beauty products (Me being in line at Chipotle every day, that one REALLY spoke to me). Whether it’s a special-edition lip gloss inspired by your favorite iced coffee or a limited-time eyeshadow palette, E.L.F. knows how to make us feel like we’re getting something exclusive and exciting. By keeping their products affordable, relatable, and always in tune with what’s trending, E.L.F. has earned its spot as a go-to brand for Gen Z. It’s more than just makeup—it’s a vibe, and it’s one that’s here to stay.

Fenty Beauty: How Rihanna’s inclusive vision took over Gen Z

Now, we ALL know this wouldn’t be a skincare article if THEE Fenty Beauty wasn’t mentioned. Let’s not play coy. As soon as Fenty hit the stores, it took the internet (and all of my money) by storm. This wasn’t just any beauty brand—it was a whole new direction, something many brands had failed to do until then. The first foundation launched with 40 shades—yeah, F-O-R-T-Y. The big 4-0!

Rihanna definitely set the bar for diversity, making sure there was the perfect shade for everyone. Fenty’s PR and marketing genius lies in its commitment to realness and empowerment, something that resonates deeply with Gen Z. It’s more than just makeup—it’s about showing the world that beauty comes in all shades, shapes, and sizes. Rihanna’s approach to beauty isn’t about conforming to outdated standards but making every person feel like they belong—and that’s a huge win for Gen Z, a generation that values including others over anything else. One of the key strategies that resonated with Gen Z? Fenty’s deep connection to social causes. Rihanna’s brand is consistently involved in efforts like Black Lives Matter and women’s empowerment, proving that the brand is about more than just selling products—it’s about making a difference. This authenticity is what truly sets Fenty apart. It’s a brand with heart, purpose, and power, and Gen Z doesn’t take that lightly. Whether it’s through bold product launches, collaborations with influencers, or their dedication to inclusivity, Fenty Beauty isn’t just a beauty brand—it’s a movement. For Gen Z, it’s all about being seen, being heard, and embracing our individuality. And Fenty is here to make sure we’re celebrated every step of the way.

All of this to say…

Brands like Rhode Skin and Glossier resonate with Gen Z by creating experiences rather than just selling their products. They tap into what we value as a whole: authenticity, inclusivity, and reliability through innovative PR campaigns, clever collaborations, and engaging branding. More than just quality, we crave brands that align with our identity, spark excitement, and make us feel seen, something most brands fail to realize about us.