OLDER ICONS CAMPAIGN REFY

Having worked in the Beauty industry for a small number of years (with an Gen X and older brand) I could see that marketing towards mature women was non exsistent and the ones that did was clinical. No luxury, no glammar. It all felt like a GP’s appointment.

That’s why GKE MEDIA is already obsessed with REFY’s latest marketing campaign. Off the bat we can see the REFY vision.

It’s been a quiet trend on Tiktok and instagram to embrace ageing and aspire to be an ‘icon’ even into an ageing population. So REFY have embraced it

But what are REFY actually doing?

Embracing Icons: A Strategic Move

REFY's decision to feature older women in their campaign is not just a nod to inclusivity but a strategic alignment with evolving beauty standards. By showcasing mature women, REFY challenges traditional beauty norms and positions itself as a brand that celebrates all ages. This approach resonates with a growing movement on platforms like TikTok and Instagram, where embracing aging and aspiring to be an 'icon' is gaining momentum.

Product Efficacy Highlighted

The choice to feature an 80-year-old model using REFY's lip products subtly underscores the effectiveness of the products. For older women, concerns such as feathering and longevity are paramount when selecting lip products. By demonstrating that REFY's lip products perform well on mature skin, the campaign addresses these concerns without overtly stating them.

Appealing to a Broader Demographic

While maintaining its Gen Z appeal, REFY's campaign also speaks to an older demographic. This dual appeal is part of a broader strategy to diversify their customer base. According to Vogue Business, REFY plans to expand into fashion and lifestyle categories, aiming to appeal to a broader, wealthier customer base, including millennials and older consumers with increased spending power Vogue Business.

Community-Centric Marketing

REFY's marketing strategy extends beyond traditional advertising. They have engaged their community through initiatives like 'The REFY Project,' inviting people of all ages, sizes, races, and genders to participate in product trials and become part of the launch campaign. This approach not only showcases inclusivity but also fosters a sense of belonging among their customer base Because of Marketing®.

REFY's latest campaign is a testament to their commitment to inclusivity and innovation. By featuring older women, highlighting product efficacy, appealing to a broader demographic, and fostering community engagement, REFY sets a new standard in beauty marketing. Their approach not only challenges traditional beauty norms but also paves the way for a more inclusive and diverse representation in the industry.