Interactive campaign targets Gen Z with immersive digital experience.
Everyuth Naturals, a brand under Zydus Wellness, has teamed up with Snapchat to launch its new Golden Glow Sheet Mask through an interactive Augmented Reality (AR) campaign. Aimed at Gen Z consumers, the campaign blends technology with self-care, offering an engaging digital product experience that moves beyond conventional marketing.
Central to the campaign is the custom-built ‘Glow Up Lens’ on Snapchat, allowing users to virtually try on the Golden Glow Sheet Mask. With curated presets like ‘Date Night Glow’ and ‘Party Night Glow’, the AR feature provides a fun, shareable demo that mirrors real-life results.
With Gen Z comprising 28% of India’s population and contributing 44% of beauty and personal care spending, the campaign smartly aligns with their digital-first approach and appetite for interactive experiences.
“As the beauty and wellness space shifts towards experience-driven engagement, brands must connect with consumers across digital, emotional, and cultural touchpoints,” said Tarun Arora, CEO and Whole-Time Director, Zydus Wellness. “This campaign isn’t just about launching a new product-it’s about creating a meaningful, tech-enabled moment of self-expression for Gen Z. Our collaboration with Snapchat reflects our ongoing commitment to purpose-led innovation.”
Amit Ojha, Head of Agency Business at Snap Inc., added, “Everyuth’s campaign shows how AR can transform product trials into immersive brand experiences. By merging tech with emotional insight, the brand has created a moment that’s both entertaining and impactful.”
With this initiative, Everyuth continues to evolve its digital marketing playbook, blending innovation with insight to capture the attention-and trust-of the next generation of beauty consumers.
