I had the challenge of creating a merchandising plan for a brand while leveraging physical retail as the effects of the pandemic lessen on the country. I decided to pick a digitally native brand that traditionally targeted Gen Z, Morphe 2, and use Ulta as a tool to bring them to the more mature, Gen X audience. I chose the hashtag #genxquisite to convey that Gen X is still thriving in the eyes of the brand. I leveraged the brands' pre-existing ambassadors, Charli and Dixie D’amelio and their mother, Heidi D’amelio who is a Gen X-er. Using these familiar faces that people would know and connect with as a family could create a successful marketing campaign for the brand.