Empowering Gen Z self-expression through a summer makeover campaign with K18

DISCIPLINES

Market research, digital & social media strategy, visual design

The Challenge

Trusted by salons and stylists worldwide, K18 is backed by molecular biology, convenient to use, and suited for all hair types. Yet the brand still struggles to connect with Gen Z consumers in the digital space, and is often perceived as being too professional or too expensive, especially with younger audiences.

Key Insight

For Gen Z, hair is a key part of identity and self-expression. But between a lack of knowledge, fears about damage, and high prices, they struggle to pick the right hair-care product. In an increasingly competitive industry, Gen Z is seeking a brand that they can trust through all the noise. K18’s effective and convenient bond-repair products makes it the perfect brand for this audience.

Situational
Analysis

The share of consumers who color their hair at home rather than professionally has increased in recent years. (Hair color/dye market in the U.S., Statista)

Young consumers are increasingly knowledgeable about hair care and seek products that have beneficial ingredients and are affordably priced. (Global Cosmetics Manufacturing, IBISWorld)

Clearly stated benefits and product testimonials are the biggest motivators behind Gen Z consumers' purchasing decisions. (Hair Care Purchases, Statista)

Approach

We'll meet Gen Z where they are — in the digital space — and give them 1) the solution and 2) the confidence to pursue their dream makeovers this summer, with the protection of the product they never knew they needed — the K18 Hair Mask. In our messaging, we’ll assert our science, results with convenience, and real quality. Our campaign's marketing collateral will show that our brand can be fun, but also 100% serious about what we do.

Strategy

Targeted Social Ads

Social media advertising include demonstration ads and sale promotions. Strategic partnerships with beauty, haircare, and fashion influencers creates endorsements of K18 that resonate with Gen Z.

UGC & User Testimonials

UGC should be amplified to highlight customer testimonials. Campaign hashtags such as #K18Summer encourage posting; an online giveaway incentivizes engagement and builds community.

Experiential Activations

Pop-up activations on campuses, malls, and beaches across the country enhance the campaign experience. Interactive events increase conversation and build brand awareness.

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