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James Charles’ reality show Instant Influencer is giving beauty brands a “direct line” to Gen Z. 

Oct 21 2020

James Charles’ reality show Instant Influencer is giving beauty brands a “direct line” to Gen Z. Young viewers are getting their “reality TV fix” online during the pandemic, and beauty brands are taking advantage of it. Morphe leveraged gifted product placement in James Charles’ reality competition show Instant Influencer (a YouTube Originals series) and made the winner Ashley Strong the face of their newest holiday capsule collection. According to an influencer marketing professional, product placement in the show gives brands “credibility” to its young viewers. Ulta Beauty has served as a sponsor for the show, and other brands and products featured in episode challenges include KKW Beauty, Ofra, Anastasia Beverly Hills, Fenty Beauty, and of course, James Charles’ Morphe palette. So far, the show has generated $20.5 million of “earned media value” for brands showcased. (Glossy)