Case Study: Beauty & Skincare Company achieves inclusive Gen Z audience insights with Later Influence

How a beauty and skincare brand partnered with Later to gain audience insights from Black and Latinx creators

Beauty & Skincare Company, a sustainably focused beauty and wellness brand, needed to revamp its messaging, positioning, and tactics to better reach culturally diverse Gen Zers and young Millennials. To collect authentic audience insight and earn trust, the company partnered with Later Influence for creator-driven research and influencer marketing services to engage Black and Latinx Gen Z women creators who understand their communities’ values and cultural drivers.

Later Influence sourced a mix of nano-, micro-, and mid-tier creators and ran a multi-touch research activation — a 90-minute unbranded focus group, follow-up surveys, and one-on-one interviews under NDA — while coordinating screening, outreach, compensation, and payments. The insights from these creator conversations were integrated into the brand’s campaign planning and creative concepts, enabling Beauty & Skincare Company to revitalize its strategy, adopt more inclusive practices, and commit to more representative future content.