Watier shows Gen X beauty isn’t just skin deep

Celebrating ageing and the wisdom that comes with it are the cornerstones for Watier’s ‘Your best age is now’ campaign, and they partnered with one of Instagram’s most enchanting Gen X influencers to paint the picture for them.

Money talks when it comes to Gen Z marketing, and brands have already leapt to the novelty of boomer advertising and some of the internet’s favourite ‘granfluencers’. By brands and marketers, Generation X (roughly 1960 to 1979) is the often-forgotten generation, despite this group living through serious life changes: children maturing and moving out, a step closer to retirement, and perhaps more disposable income for just themselves.

Watier understood these key moments for its Gen X audience, and that their beauty and skin concerns may now mark a new chapter for their lives. By bringing on board Grece Ghanem, the brand gave a platform to one of the most visible and enigmatic influencers in the Gen X space to speak candidly on the aspects of her life which shape her: embracing her age, motherhood, passion projects and career.

Society sometimes imposes rules on you that when you’re at a certain age, you should act or dress in a certain way. No, as long as you have confidence, as long as you are comfortable in your skin, you can do anything – you can conquer the world.”

Grece Ghanem

The branded video is simple, stylish and ultimately sits right at home with the rest of Grece’s Instagram feed. Just because they’re an untapped generation doesn’t mean they deserve sloppy marketing; here’s to brands following Watier’s lead and producing compelling content that deserves to be shouted about.