Your beauty brands are now also entertainment brands

In July, Korean skin-care brand Innisfree partnered with comedian and “Saturday Night Live” star Tommy Brennan on a series of man-on-the-street-style interviews to promote its Green Tea Sunscreen Serum. The benefits of the sunscreen took second fiddle to Brennan’s playful questions with New Yorkers, and that was largely the idea, according to the brand. 
“With Gen Z, in particular, traditional product-focused advertising is really not enough anymore,” said Jamie Lee, head of brand marketing at Innisfree U.S. “Entertainment is 100% the way to capture an audience.”