Authentic Marketing Always Wins

Gen Z consumers are done with the filters, FaceTune and AI enhancements. Real is back in style. 

Image taken from sephora.com

Young adults, consumed with social media, have had images of ‘perfection’ shoved down their throats since they were kids. This generation is sick of Instagram models who have completely distorted their features with editing apps. These edited images create false ideas of what beauty should look like. Consumers want to see themselves in ads and feel like they’re being represented. 

Tower 28, a beauty and skincare brand, recently launched a new campaign with influencer, Jada Jones. The “GoGo” campaign highlights the struggles Jones has endured with topical steroid withdrawal due to her eczema. Tower 28’s campaign TikTok video includes past videos of Jones showing how badly her skin was reacting to the withdrawal then updated videos of her skin looking healthy and flawless with a Tower 28 product. The TikTok video has gone viral and accumulated 43K likes. 

This campaign has soared because the brand showcased a real person who has a real skin condition that was able to successfully use their products. According to the National Eczema Association, 31.6 million people in the U.S. suffer from eczema. Viewers who have eczema, or other skin conditions, were able to relate to this campaign and feel that a brand actually has their best interest at heart. Consumers don’t want to see heavily edited full glam makeup looks. Instead they want to see real skin and real results.