In March, the company’s new CEO Fernando Fernandez said he plans to spend 50% of the company’s media budget on social channels and will increase influencer marketing investment by 20 times.

Campaigns like K18 and TRESemmé’s recent social-heavy spot starring Bravo reality star Paige DeSorbo, and its Cleanipedia platform, which provides cleaning hacks and advice on Instagram and TikTok, are early examples of the company’s Gen Z push.