H&M appeals to Gen Z crowd with new vegan beauty line

H&M has launched a range of cruelty-free and vegan beauty basics for Gen Zers.

Called OHH!, which stands for ‘OH HEY HERO’, the line features 10 everyday grooming items aimed at Gen Z-ers. H&M said that the goal of the line is to celebrate individuality, body acceptance and freedom of expression.

All the products, which launched online and in over 2,000 H&M globally, are designed to ‘uplift, invigorate and put the hero status into customers’ daily routine’. According to the fashion giant, the line is “powered by H&M Beauty’s unparalleled expertise”, wherein the products are inspired by every young person’s potential to be their own hero.

H&M has marketed the products through online platforms, social media and in-stores. The products are available in Americas, Europe, Middle East, North Africa, and Asia, including Japan and Malaysia starting 20 April 2023.

Don't miss: Pepsi brings back iconic 2000's character Derek Zoolander as new face

In line with OHH!’s goal to uplift and invigorate customers’ daily routines with a lineup of elevated essentials that will make life easier and more enjoyable, the launch campaign, which is set in a fictional dream suburban of the 90s, features a group of friends who help each other out in various life moments. Celebrating individuality, body acceptance and freedom of expression, H&M hopes the campaign inspires every young person to harness their potential to be their own hero, the statement given to MARKETING-INTERACTIVE said. 

OHH! was inspired by every young person’s potential to be their own hero, with a mission to make vegan body care accessible to young beauty lovers while upgrading their beauty routines. 

The head of private label H&M Beauty, Sabina Odqvist said in a statement that the collection is about inclusivity and accessibility while also being innovative and dependable.

“We don’t believe in complicated routines, layer upon layer of product and overpriced formulas,” she added.

Odqvist went on to explain that the range aims to make H&M’s customers feel comfortable and confident in their own skin, in the hopes that it become an iconic upgrade on everyday essential for the brand’s beauty and personal care shoppers.

MARKETING-INTERACTIVE has reached out to H&M for a comment. 

H&M's attempt at speaking to Gen Z is not the first that we have seen. 

Recently, Pepsi brought back iconic 2000s character Derek Zoolander as its new face after the recent cultural resurgence the character saw on TikTok. The character's newfound fame was amplified by his role in Pepsi's SuperBowl campaign, and it only seemed fitting for Derek Zoolander to receive his own commercial.

Additionally, Pepsi also launched a soda for Gen Z, called Starry. The packaging of the soda has bright, contrasting colours, which appeals to the young generation, just like Pepsi’s new logo.

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