hydration heroes
TikTok
Pulse
creating Gen Z love with newly rebranded Matrix haircare
18x
total creators
5.5%
engagement rate
89%
positive sentiment
3m
total views
the challenge
Matrix came to Kyra with a problem. A Gen Z problem.
Once a beloved brand, they had recently undergone a rebrand and needed to win back younger audiences with fresh appeal. The goal was to reignite brand love while highlighting the hydration benefits of their product. How do you capture attention and convey both nostalgia and innovation?
the approach
The hero product? Matrix’s hydrating Food For Soft line.
With its strong appeal, we knew it could hook the next generation—it just needed the right creators and creative execution. Using two distinct formats—styling-focused and vlogging-focused—we asked creators to have fun, whether showing off their three-step styling journey or a day-in-the-life vlog. Kyra tapped beauty-focused creators with a spark of personality to amplify the youthful, vibrant nature of the product. By letting creators’ individuality shine, we brought the product to life in a way that perfectly complemented TikTok’s playful energy.
Matrix captured the Gen Z brand love it was looking for, pairing fun, authentic content with hydration-focused messaging.
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