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.
![3.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/97e6504d-b5f9-417d-b102-262ef9d3338b/3.png)
![4.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/9299fe36-51bc-412c-adb0-9c95539fa95c/4.png)
![6.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/773da02c-a62b-4c9c-a97b-c1454f4bd192/6.png)
![5.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/b16450ff-202e-4b92-93fd-837fc5e22cd7/5.png)
![7.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/449f66c6-71c6-4a44-8084-f6eb6d212a7d/7.png)
![8.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/e100c850-b6e5-4581-a7c8-0c02a5b7dbc4/8.png)
![9.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/2948f12a-6d05-4acf-b659-76ce0d682cb3/9.png)
![10.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/f0bbb0a5-af0b-4a41-a3ad-97c24a46698d/10.png)
![11.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/1868f239-3ad5-4642-b9b5-67a62c7d31e0/11.png)
![12.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/79c24ea2-c175-4dab-90db-e0bd73138374/12.png)
![13.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/8b3cdeca-33de-45ec-a946-02ee22de32aa/13.png)
![14.png](https://images.squarespace-cdn.com/content/v1/5e5d4c23d2b86f425bc65d8f/83255730-b96b-4f07-b8e7-6008b421949f/14.png)