Makeup brands are leveraging GIFs to get Gen Z’s attention.

Makeup brands are leveraging GIFs to get Gen Z’s attention. Ypulse found that 22% of 13-17-year-olds send gifs daily and 19% send them weekly—meaning it’s a major aspect of how they communicate. Brands are tapping in: There are Essie nail polish bottles, MAC Lipsticks, and soon over 20 Benefit Cosmetics GIFs. The beauty brand partnered with GIPHY mainly to expand their already-strong Instagram presence, but the GIFs will be available on GIPHY-affiliated platforms like Slack and Tinder as well. (Glossy)