Brief:

• Cacharel Fragrances, the brand of perfumes marketed by L'Oreal Designer Brands Fragrances, this week launched a digital campaign for its new Fabulous perfume starring spokesperson Shay Mitchell. The fragrance is the latest addition to Cacharel's Yes I Am collection, per an announcement shared with Mobile Marketer.
• The "Yes I Am…" message is central to the campaign's theme of body-positivity. The catchphrase appears in a short film on YouTube and Instagram featuring beauty influencers Mademoiselle Gloria, Rachel Tee-Tyler, Marta Lozano and Cajsa Wessberg.
• Those influencers provide testimonials on YouTube and Instagram, and urge followers to participate by creating posts that complete the phrase "Yes I Am…" with a statement of what makes them special or strong. Cacharel is working with creative agency Publicis Luxe on the campaign, and director So Me shot the short film, per the announcement.

Insight:

Cacharel's campaign for Fabulous perfume seeks to engage Generation Z consumers who seek advice from beauty influencers on digital platforms like YouTube and Instagram, and are more difficult to reach through traditional media. Its "Yes I Am…" theme of body-positivity seeks to resonate with a younger group of multicultural consumers who also tend to be more socially conscious than older generations in their purchase decisions. By urging consumers to share posts that complete the phrase, "Yes I Am…", Cacharel can extend the reach of the campaign among a broader group of Instagram users.

Social influencers have a pronounced effect on younger consumers of beauty products, making influencer marketing a key strategy for cosmetics and fragrance brands. Social influencers swayed the purchase decisions of 45% of U.S. digital beauty buyers ages 18 to 24, compared with only 26% of people ages 25 to 34 and 19% of survey respondents ages 35 to 65, per a survey by search engine marketing company Tinuiti.

Facebook's Instagram is the leading influencer platform, with almost 80% of brands using the image-sharing app most frequently for their campaigns, per Influencer Marketing Hub. Beauty was the most popular product category mentioned in Instagram Stories, making up 25% of sponsored posts, followed by 24% for fashion and 19% for food, per a study by social media analytics firm Klear.

Cacharel's theme of body positivity is consistent with the message of other brands that seek to appeal to younger consumers. Among the more recent examples, Unilever's Dove brand last month released a video series called the "Girls Room" targeting teens as they experience adolescence and concerns about their body image. Billie, a direct-to-consumer (DTC) marketer of women's razors that was acquired by Procter & Gamble, also has emphasized a more inclusive approach with its marketing efforts such as its "Project Body Hair" campaign and last summer's commercial showing unshaven women in swimsuits. The messages of empowerment are likely to become more pronounced as Generation Z matures and shows increased spending power.