On a mission to target 20-somethings, Origins skincare interviewed hundreds of Millennial women to co-create a product that would cater to their exact needs. After discovering that many young women are beginning to feel that their skin is “losing its radiance,” the brand created a new serum to address the issue. Origins then took to social media to spread the word with the hashtag #QuarterLifeCrisis, which allowed them to insert themselves into “an existing conversation, rather than creating” their own. (Fast Company)
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