One generation, many Europes.

Zalando opens its beauty platform to Gen Z with one idea, Beautiful Connections, written at BETC Paris: beauty as a way to express yourself and to connect. The idea has to reach the same people across European markets that look nothing alike.

The targeting, and the structure of audience clusters inside Gen Z. Each cluster describes a population by its beauty habits, its platforms and its codes, then finds that same population in every market, under different traits. One grid feeds every version of the campaign and tells the creatives, market by market, who they are talking to and where the idea comes in.

Data scopeGen Z audience data by market, beauty habits, platforms and cultural codes, crossed to isolate the populations every European market shares.

markets for Beauty on Zalando

beauty products on the platform