Case Study: a large beauty brand modernizes its brand for Gen Z and Alpha with Reframe

a large beauty brand launches a modern brand platform for Gen Z and Alpha with Reframe

A large beauty brand faced a cultural crossroads, needing to understand its meaning and purpose with a new generation of consumers. The challenge was to modernize its brand to increase cultural relevancy and consideration within a highly competitive category. The brand engaged Reframe to help define a new brand platform and develop a plan for more inclusive consumer experiences.

Reframe conducted extensive internal interviews, landscape analysis, and qualitative and quantitative research. This led to the development of a new brand platform and positioning designed for Gen Z and Alpha audiences. The results included organizational alignment on growth ambition and, for the first time, a modern brand platform for use across key retail channels with communications tailored to different audience segments.