Say hello to Marc Jacobs Beauty 2.0—a whimsical, Gen Z rebrand.

Say hello to Marc Jacobs Beauty 2.0—a whimsical, Gen Z rebrand. At the end of the month, they’re dropping a new line of reimagined, best-selling cosmetics—including blush, mascara, and lipstick—with colorful, sensory-inspired, texture-forward packaging that looks and feels good to hold. The packaging is designed with motifs like stars, hearts, and daisies as charms, which are meant to make them collectible beauty accessories. This has been a trend in beauty for a while now—who can forget how Rhode turned lip gloss into a phone case accessory? The relaunch is aimed straight at young shoppers who are prioritizing joy and whimsy in every aspect of their lives down to the packaging of their eyeshadow. Plus, YPulse data shows that unique or personalized packaging can make products more appealing to Gen Z shoppers, as it aligns with their desire for self-expression and individuality. (The Zoe Report)