It’s logical that beauty brands want to align with it; the show has sparked a Gen Z beauty movement, with viewers meticulously recreating the dazzling make-up and nail art looks before sharing them on social media. There’s the free endorsement potential, too, with the actors’ ability to sell out a product at the very rumour of them using it.
Some of the most compelling press releases relating to the series come with spot-on ‘get the look’ suggestions, and are from Gen Z-vibe brands – think vegan, accessibly priced and TikTok-famous. Others have a genuine link to the show (‘The Euphoria make-up artist’s secret weapon used on set’; ‘Euphoria’s Zendaya calls this gadget “transformative”’). Those with more tenuous links this seem unappealing, as are those from brands possessing no obvious synergy with the show.
It makes me think how smart the make-up artist Bobbi Brown was this month to approach her debut TikTok tutorials with an authentic stance. She shared tips for the over-50s alongside unfiltered thoughts on trends, such as how nose contouring is BS (she has a point). The videos went viral and resulted in a sell-out of products from her new brand. Would the same have happened if she had, let’s say, demonstrated Euphoria-esque looks in a bid to appeal to the platform’s core audience?
That’s the thing about bandwagon-chasing – aligning yourself with something in lieu of a genuine connection is a turn-off. And, cliché though it is, authenticity always reigns. It’s something to remember, whether you’re targeting a social media following or our inboxes.