Home Marketing How Blume markets and sells it to a Generation Z audience

How Blume markets and sells it to a Generation Z audience


As purchasing power of Gen Z Developers, marketers at businesses of all sizes are looking for novel ways to connect with this audience and build lasting customer relationships.

It should come as no surprise that social media platforms are the best ways to connect with this generation – including today’s teenagers and early 20s. But marketing for Gen Zers is not. Simply post beautiful pictures and memes.

So what do you do to stand out and connect with this precious audience in 2021?

One brand that has mastered the art of marketing for Generation Z is Blume, a fast-growing skincare, body, and time care brand with a mission to break boundaries and break taboos.

During this interview, you will be hearing directly from Janice Cheng, Manage brands and communities at Blume, and you’ll learn:

  • How to build a brand connecting with Gen Z
  • How to market and sell on social networks
  • The key to understanding Gen Z’s preferences on social media
  • Successful strategies to use when marketing Gen Z

This post is part of the #BufferBrandSpotlight series, a Buffer Social Media chain aimed at grabbing the attention of people who are helping to build remarkable brands through social media, community building, content creation, and Brand storytelling.

This series was born on Instagram stories, which means you can check out the original interview in our Featured Section found on @Buffer Instagram Profile.


Let us know more about you! Blume is all about what and what is your role there?

My name is Janice and I live in Vancouver! I am the Brand Manager at Blume – a fast-growing body, skin and skin care brand with a mission to break boundaries and break taboos. I joined the group back in June 2019 as 3rd person and the EA for our Taran & Bunny founders. Now, I have been in charge of this Branding role for almost 9 months.

Why do you think Generation Z audiences connect with your brand?

Generation Zers are the most conscious (smart) consumers and the most connected generation ever. Growing up on social media, they want transparency, community, and search for brands that match their values. I think Blume checks all those boxes for a truly genuine! Since the very first day, we are not just our product. Blume is breaking stigma by talking about extremely normal but still taboo topics, like acne, puberty, menstruation and gender. As I’m sure most of us know, these are the “problems” that often occur as adults, so a lot of our audience are millennials too.

Generation Zers are the most conscious (smart) consumers and the most connected generation ever. Growing up on social media, they want transparency, community, and search for brands that match their values.

We are also a keen brand. We have already launched thestatesofsexed.comThe Future World Shareer Award (created for generation Z-changers) and often produces engaging and shareable content. More importantly, we prioritize using our platforms to amplify community voices and speak out on issues that matter to us; this includes climate change, our Black Matter movement and even our pandemic response. Our audience teaches us a lot, and more than anything, they are our friends! All of this is communicated through our brand voice in a cohesive way across all channels.

Tell us about a recent social media campaign. What made it so successful?

We are only about 2.5 years old but one of my favorite moments is in our house Blume glorifies the skin campaign (one that focuses on confidence in our skin is indefinite and is not limited by our looks or the bumps and blemishes on our skin). We were only about five people back then (half of our team right now) and it’s fun because it comes from our hearts. Quickly and organically, it drew attention Seductive and Daily Mail UK. Sometimes the metrics are very complicated with these types of campaigns. Let’s say someone goes through this campaign and finds new strength and courage in their natural skin. While emotions cannot be quantified, customer reviews and testimonials are invaluable to our team.

Found the post on Instagram here.

BUT! Melting (Our best-selling acne treatments) continue to be top community favorites and campaigns like Honor skin reinforce that. Ultimately, our social media goal is to increase engagement, and this campaign accomplished that for us. We’re going to have some of the biggest campaigns coming this new year! So please wait a moment.

Where do you find inspiration for Blume’s social media content?

Lately, a lot on TikTok (obviously), community sites like Girlboss, and also meme sites. We have the #inspo Slack channel where we share what we see on our feed and Discover page, and what’s circulating among our groups of friends! Pro tip: start #inspo whether it’s just for yourself or your team.

How does Blume leverage user-generated content to connect with a Generation Z audience?

Community is at the core of everything we do. Beyond our products, for us it’s adding value to Generation Z, and user-generated content (UGC) is a huge part of it. Using UGC has a stronger impact than using traditional models or lifestyle photos because UGC is for real people in our community – reflecting a wide variety of real skin types. That is the best way to contact this audience!

Using UGC has a stronger impact than using traditional models or lifestyle photos because UGC is for real people in our community – reflecting a wide variety of real skin types.

Also, Gen Zers are so Because creating content is second nature to them, so partnerships with each other are interesting. I love looking through our tagged posts weekly and seeing people embracing their eaves and natural skin. We give them complete creative freedom! So instead of believing what we say about our products, you should trust our community through their UGC, their comments, reviews and experiences.

Found the post on Instagram here.

How does Blume embed UGC, customer testimonials and reviews across all of her marketing channels?

We have an amazing small team of two, always up to date with all questions, trends and topics for the week. For example, our pre- and post-shave Meltdown always works great for us because one photo equates to one thousand words.

In skin care, especially clean up With beauty care, what’s really important for us is to highlight the product’s effectiveness and how our products actually work. We’ll use before / after photos and other UGCs in the ads, Instagram story feature, and email newsletters. Yes, of course.

On a normal week, we try to post UGC and / or testimonials about 3-4 times on our social media channels.

In skin care, especially clean up With beauty care, what’s really important for us is to highlight the product’s effectiveness and how our products actually work.

What are Blume’s most successful social platforms for sales and why?

Definitely Instagram – still cracking the code for TikTok. Ultimately, Gen Zer is the trend setter and determines what’s next. Something can come and go overnight so we have to quickly manage, adapt, and execute. We can plan everything we want, but our best performing posts tend to be out of focus on the product. If we were planning a Meltdown post on a day when the world really needed more empathy and love, we would swap it for a quick magazine post or subscription.

What advice do you have for brands that want to start selling on social media?

Make a list of the brands you love and dive into the ‘why’. For Blume, the core criterion for selling on social media is value based; We focus marketing on educational content about our products and brands, building community through UGC’s campaigns and partnerships, and shareable aesthetics.

Acceptable. ON. TIKTOK. Whether it’s starting your brand page or just getting exposed to Gen Z culture, I promise you it’s worth it. Here are three simple things you can get started right away: write a copy like a human (not a robot), have fun with emojis, and start following people to attract attention. look at your page!

Fllow Blume on TikTok here.

For Blume, the core criterion for selling on social media is value based; We focus on marketing on educational content about our products and brands, building community through UGC’s campaigns and partnerships, and shareable aesthetics.

I personally follow the Gen Z brands I admire, read a lot of Glossy and Beauty Independent, and ask our amazing Influencer, Lead Eman, for 411 what is good and not. I also often roll TikTok 4 hours a day (lol) for entertainment and simultaneous market research.

What is your favorite Blume product and why?

I want to say Melting because it’s everyone’s # 1 and I’ve had a lot of stress breakouts until 2020, BUT my runner is definitely Hug me, our natural deodorant. Random fact: the probiotic, our secret ingredient, has adapted to my body so well I hardly need deodorants anymore. It also doesn’t smell so I recommend it to EVERYONE. I may be biased but these two are also my favorites as their names are interesting when writing articles. 👋

Thank you for Bluming with us, Friends of Buffer! ❤️


We hope this interview with Janice will help you initiate or duplicate your social media efforts. You can follow Blume on Instagram here!

Do you have any questions for Janice? Please answer your questions for the Twitter post below and Janice or someone from the Buffer team will get in touch with them as soon as possible.



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