Fashion and beauty brands are using coffee in their marketing, thanks to Gen Z. Earlier this year, YPulse told you how Gen Z is fully embracing a “little treat” lifestyle by finding joy in small splurges, and takeout coffee is a splurge 32% of 18-24-year-old women and 17% of 18-24-year-old men said they’ll never give up. That’s why many fashion and beauty brands are “tapping into that inherent identity and affinity that the community has with their local coffee shop.” Toms recently teamed up with La La Land Kind Café and says their activation—a pop-up and first-ever open casting call for its “Moments of Joy” campaign—brought in over 50K visitors, sold close to 7.5K “Toms Cup of Joy” lattes, and increased brand awareness by 13% in Los Angeles. Brands like Rare Beauty, COSRX, and Dove have also partnered with independent coffee shops this year. (Glossy)
👀 Read more from YPulse: Gen Z’s Little Treats: The Small Splurges They Won’t Cut Out
