Beauty Brand Unce Hits the Mark with Gen Z Preferences

[Photo by Unce]

Recently, the presence of the ‘Generation Z (those born after 1995)’ within the beauty industry has been growing. Unlike older generations, they boldly express their voices and lead trends with distinct individuality. Unlike the past when popular things set the trends, today’s generation is highly interested in issues related to themselves and actively expresses their identity.

In response, the beauty brand Unce, launched under the motto ‘Express and enjoy the current me to the fullest,’ is receiving enthusiastic attention mainly from Generation Z. Unce is a brand that approaches customers in a friendly manner with various colors and trendy concepts, just like Generation Z, who do not hesitate to reveal themselves. The uniquely colored packaging and minimal logo play are also enough to capture the eyes of Generation Z.

The reason Unce can stand out among beauty brands targeting domestic Generation Z is its implementation of participatory marketing that actively communicates with customers. Unce creates Instagram GIPHY stickers for customers to use together, promotes active communication and events through SNS, and instills a positive perception among customers.

[Photo by Unce]

The first product introduced after the brand launch, the ‘Play like Uncer Edition,’ contains neutral-colored products for tone-challenged individuals (those who find it difficult to accurately recognize their skin tone). It consists of 4 types of blushers, 4 lipsticks, 2 types of 4-color eyeshadows, and 1 powder, providing a natural makeup look that suits everyone.

Also, Unce’s bestseller, the Lip Cheek Duo, composed of the ‘One-step Soft Matte Lipstick’ known for its vivid color payoff and strong lasting power, and the ‘Spotlight Cheek Powder Blusher’ that creates a bright mood with transparent pastel tones, has received the greatest response. In addition, the All Ours Set was released, offering an opportunity to experience all products.

An Unce representative said, “We hope that Unce’s pursuit of ‘joy in the present’ is felt by Uncer (Unce’s customer nickname) through the brand and that they live a joyful life centered on themselves. Unce will continue to focus on product development for Generation Z and constantly communicate to expand the touchpoints between the brand and customers.”