“Unserious” self-care marketing captures Gen Z customers. In the wellness and beauty industry, humor has been a hard balance to strike for brands. But the prolific Starface acne patches gained fame among young consumers because the brand speaks their language: dropped prices, online availability, and memes on the social feeds. Their playful design made acne care something that didn’t feel shameful, and now consumers wear them as much for the look as for the skincare. And co-founder Julie Schott has extended this marketing success to other CPG goods—emergency contraceptive, slugging skincare, and “smoking cessation gums and sticks,” as of now, with plans to keep growing the Gen Z-fueled empire. (Business of Fashion)
📊 YPulse data: 35% of 13-17-year-old and 41% of 18-24-year-old females use pimple-prevention products
