OXY Took Over Gen Z

client

OXY Malaysia

brief

OXY needed to break through a crowded skincare landscape and win the attention of Gen Z audiences who were increasingly driven by culture, trends, and community influence. The challenge was not only to reposition OXY beyond being seen as a purely functional acne solution, but to transform it into a brand Gen Z would actively engage with, relate to, and organically talk about online.

result

The campaign sparked a significant surge in brand visibility and audience growth, transforming OXY’s TikTok presence into a fast-growing Gen Z community hub. Through culturally relevant storytelling and social-first creative execution, OXY achieved a +319% follower growth on TikTok, growing from 3,603 to 15,100 followers, while strengthening its relevance within the competitive skincare conversation.

strategy

We developed a TikTok-first, Gen Z-driven content strategy that blended acne education with trend-led storytelling, cultural moments, and platform-native content behaviour. By shifting the brand voice from clinical to conversational, we repositioned OXY as both a trusted skincare solution and a socially relevant beauty brand. The approach focused on creating high-engagement content that felt authentic to the platform while increasing visibility, relatability, and shareability among younger audiences.