e.l.f
eyes, lips, face
Age 16-25, gender inclusive, who are students and young professionals that are budget conscious, living in urban and suburban areas, and social media driven.
Psychographics: value authenticity, self-expression, creativity, and representation. Seek brands that give them freedom and encouragement.
Behavior: They are social media savvy, love experimenting with trends, and want to stand out, be bold, and challenge beauty norms.
Instagram Posts
Billboard
Insight
60% of Gen Z struggle with self-confidence around appearance. -(McKinsey Youth Confidence Study, 2024)
72% of consumers try bold looks on filters but don't recreate them in real life due to fear of judgment. -(Statista Beauty Insight, 2023)
Solution
This campaign encourages individuals to define what boldness means to them. Taking ownership of their expression and wearing colors in ways that feel authentic to their everyday lives.
The goal is to inspire more users to reflect user-generated content into real-life expression through bold makeup that feels honest, colorful, and unapologetically themselves.
Instagram Reels
Problem
Gen Z lives in two worlds: the digital, where they are fearless, and the real world, where judgment is louder. Bold, colorful makeups thrive on-screen yet rarely leave the house. The gap between digital confidence and real-world expression creates a situation in which individuality and confidence flourish on screen but become muted, neutral, and self-conscious in real life.
Target
Problem
The rise of "quiet luxury" and neutral aesthetics has led to cultural uniformity in Gen Z’s style. While Gen Z craves individuality and authentic self-expression, the pressure to embrace minimalist trends leaves them feeling dull, uninspired, and lacking creative freedom.
Zara
Insight
“...wearing neutrals generally makes you blend into your environment, both visually and emotionally. Blending is a good thing when you don’t want to defy your environmental norm.” -you look fabulous
People often stop wearing vivid colors because neutrals are psychologically safer and less stimulating, and many find muted tones support emotional comfort, reduce sensory overload, and help blend into social norms - factors discussed in articles about fashion and psychology.
Solution
This campaign champions patterns and colors as accessible self-expression, inspired by global culture, street fashion, and subcultures. It encourages Gen Z to find confidence in bold style, reframing color as a natural part of personal identity. With versatile, everyday pieces, the campaign inspires bringing bold expression into real life, not just online.
Target
Ages 16–25, gender inclusive, navigating school, career, and social identity. They experiment with style as self-expression and live in urban or suburban environments where trends flourish. Gen Z is highly engaged with fast-moving fashion and digital inspiration platforms.
Psychographics:
Gen Z uses fashion to express identity, mood, and culture. They crave individuality but often feel pressured to fit minimalist trends. Highly visual and trend-driven, they draw inspiration from global streetwear, DIY styles, and diverse subcultures.
