Kousi, SofiaReinecke, Victoria Morgaine2023-06-022022-06-272022-05-30http://hdl.handle.net/10362/153478Generation Z is composed of young consumers who grew up as Digital Natives and value authenticity, individuality, reliability and inclusiveness. Vichy is struggling in this generation with low brand awareness and loyalty due to an outdated image. The brand can attract this generation by offering a relatable and approachable communication strategy on the most used platform TikTok. To achieve this, the communication strategy needs to offer educational content, unretouched diverse models with real skin and make use of latest TikTok trends, in order to achieve a long-term relationship with tomorrow’s consumers.engSocial Media MarketingRebrandingGeneration ZTiktokCEMS MIMmaster thesis203064070