Skincare that speaks Gen Z
A bold social-first launch for Youth To The People, powered by Sleeq.
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THE CONTEXT
To launch Youth To The People in France, Sleeq designed a social-first influence strategy blending skincare education with Gen Z culture. Through creator partnerships, TikTok-native content, and paid amplification, the brand gained massive awareness and established cultural credibility in a crowded beauty market.
THE BREAKDOWN
The Challenge
Youth To The People, a US-born skincare brand newly integrated into the L’Oréal Group, wanted to establish itself in France and across Europe with Gen Z and young millennials. The challenge: break into a hyper-competitive beauty market dominated by legacy brands, while keeping authenticity and aligning with its core values of inclusivity, transparency, and culture-first storytelling.
The Strategy
The brand’s DNA is deeply tied to social responsibility, clean skincare, and youth culture. To stand out, Sleeq developed a social-first strategy rooted in Gen Z creator codes: raw storytelling, product education made entertaining, and influence powered by real communities. The idea: build cultural credibility first, drive conversions second.
The Solution
Sleeq activated a mix of bold influence campaigns and content production tailored for TikTok & Instagram: - Partnerships with skincare creators and lifestyle influencers aligned with the brand’s values - Native TikTok content formats mixing tutorials, reviews, and trends - A balance between educational content and entertaining narratives - Paid amplification to maximize reach and performance This approach allowed Youth To The People to scale awareness while maintaining the authenticity of its voice.
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WHAT THEY SAY
"Youth To The People proves that skincare can be both conscious and culture-driven. With Sleeq, we built more than visibility — we built trust."
Brand Manager, L'Oréal International
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
THE NUMBERS
Massive cultural reach & real-world conversions
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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