Alina Rashid

01 Care for Confidence

Aquaphor aims to connect with Gen Z, a demographic that often views the brand as outdated. This perception hinders its appeal to younger consumers, who build their knowledge of products through heavy marketing influence.Gen Z prioritizes authenticity and self-care, seeking brands that align with their values of realness and relatability, and recognizing the connection between physical appearance and emotional well-being. Aquaphor seeks to educate and market to Gen Z about the boost in confidence that comes from healthy, glowing skin.The campaign, titled “Care for Confidence,” aims to remind Gen Z of the true meaning of natural beauty.