Life Support for Gen Z

Challenge

Develop a private-label Gen Z make-up brand and marketing strategy for Gold Apple, Russia’s leading beauty retailer. How can we create a lovemark for a demographic notoriously skeptical of marketing?

Insight

The most connected and inclusive generation of all-time is emotionally struggling to feel at home in a chaotic, divided world.

Solution

Life support for Gen Z.
RAD is a safe haven where self-expression reigns, support, equality, and community are a given, and absurdist randomness serves both as a coping mechanism and a gateway to Gen Z’s hearts.

Result

RAD has become a hit with its target group, rapidly expanding by introducing more SKUs, entering new markets, and launching additional product lines such as skincare, hair- and lifestyle products. Now, RAD is poised to become a stand-alone brand with its own retail outlets.