e.l.f. launched a Y2K nostalgia campaign targeting Gen Z, per Marketing Dive.
ReadingThe steal: Gen Z nostalgia is not memory — it's aesthetic consumption. Y2K, 90s, 2000s — they're buying the look, not the lived experience. Build a campaign around the visual language, not the decade. Use color, typography, imagery, and music that landed in that era. Then tie it to your product benefits (makeup that makes you look like a Y2K icon). Run the campaign on platforms where Gen Z remixes culture (TikTok, Pinterest, Instagram Reels). Do not explain the nostalgia; assume they already get it.
WatchWatch for e.l.f. to expand into limited-edition Y2K-themed packaging and shades in Q1 2027.