Rebekah Hall CEO at South West Brands explains the importance of influencer marketing as the brand hits 1.7 million views on TikTok with their hashtag, #metheloveofmyownlife.
New CBD brand Love MeMeMe – which is aimed at Gen-Z consumers rather than millennials or baby boomers – offers a range of gender-neutral, self-care beauty items including lip balms, hair masks and body butter. The brand
As part of a marketing campaign, Love MeMeMe partnered with TikTok influencers to launch the products. Liana Jade, Miah Carter, Max Ragan, Chloe Rose, Bobbie, Elvira Styles and Hani Hans endorsed the brand on the platform. Each one of the influencers explained what self-love means to them and what their self-love tips are.
Gen-Z marketing
Gen-Z consumers are described as those born between 1997 and 2012. This explains the TikTok focus, it is estimated that by the end of this year, there will be more Gen-Z users on TikTok than on Instagram, with 37.3 million members of the Gen Z population using the platform.
Although Snapchat is currently one of the biggest platforms amongst this age group, it is thought that TikTok will overtake it by 2023.
It’s working for Love MeMeMe who have gained 1.7 million views on the platform in just under a week.
Rebekah Hall explains that it’s about capturing the imagination and featuring new and exciting ingredients aimed to get younger beauty connoisseurs interested.
“Love, MeMeMe has really caught the imagination of our target Gen Z audience,” says Rebekah.
“It’s fun, beautifully packaged and affordably priced. I think the fact that the product portfolio is so well-considered, with ingredients like SPF and retinol working alongside CBD, has given the brand credibility.”
She adds that Gen-Z has a different approach to CBD as they are more adventurous and interested in new products.
“I would describe Gen Z as CBD curious. They are adventurous and keen to try new things so seek out new products to see what they can do for them. They don’t necessarily view CBD through the same lens as an older audience who focus on it as a solution for symptom relief or through the lens of cannabis,” she says.
According to Rebekah, Tik Tok should be an important part of marketing to Gen-Z and brands need to be where their audience is.
“Tik Tok is the fastest growing social media platform and has completely changed the way our audience learn and ultimately shop. Creating a great brand is as much about where you turn up as how you turn up,” she adds.
“We are crystal clear about who our audience is for Love, MeMeMe, so we wanted to ensure the brand was appearing in the places that our target customers are spending their time. Innovation requires brave decisions and thinking differently and that is what we have aimed to do with Love, MeMeMe, to offer a point of difference to the CBD and skincare market.”
Gen-Z CBD use
These aren’t unusual figures for Gen-Z who are described as the first wave of truly digital native consumers. They aren’t just used to consistent connectivity but also, CBD and cannabis consumption becoming normalised.
In the US, a recent study from a Seattle-based cannabis data brand, Headset revealed that Gen-Z is the fastest-growing segment of the cannabis industry. In the past year, sales to Gen-Z surged by 127 percent with the biggest percentage among females. This is an even bigger amount when compared to sale increases among other generations. Millennial sales increased by 46 percent, Gen X increased by 29 percent and baby boomers by five percent.
The same study also showed that Gen-Z prefers to smoke cannabis with only 10 percent spending money on other ways to consume CBD. This is down from 15 percent for other generations. They are also less brand loyal as well with only 20.6 percent preferring to stick to one brand.
There is more to come from Love MeMeMe, adds Rebekah. “We’ve only just begun. You will have seen the start of our Me Movement which is a self-care squad led by British singer, songwriter, star Mae Muller and some of the biggest and most popular creators on Tik Tok. Our Me Movement will be appearing not only on Tik Tok but also spreading the self-love message in real life. Watch this space.”
Read more: CBD beauty sales soar: What does it actually do?
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