In real time, Gen Z has been a witness to a world that has begun to fall apart due to climate change and the rise of the internet, which has exposed harsh realities behind the beauty industry. As Gen Z comes of age and starts gaining more purchasing power, they aim to change the cycle by choosing beauty brands that champion ethically sourced ingredients and cruelty-free product testing as a core part of their brand. However, with a limited budget, Gen Z college students struggle to look and feel good without facing the cost to their skin, the environment, and their finances. That’s where e.l.f comes in. In this campaign, my team and I position e.l.f Beauty as the brand that provides high-quality skincare and makeup without the cost.