Refy - The iconic never gets old campaign
If you have been here since day 1, you would know I love an impactful campaign and bonus points if it's one that champions women winkwink!
I love campaigns that don't just tell a story but carry real significance, challenge the norm, and redefine the narrative. To me, that’s the secret to a standout campaign! To me, that is the secret to actually resonating with your audience and capturing their attention. To me, that is the secret to building a community of loyal customers, and that is why we are here to talk about Refy's most recent social media campaign roll out "Iconic Never Gets Old".
Refy first caught my attention when they released their Brow Sculpt, because I had never seen anything like it on the market. Their mission has always been to simplify beauty, and since their launch in 2020 they’ve introduced several multifunctional and inclusive products that have gone viral and become crowd favorites. But what really held my attention and turned me into a true fan was their love for their community, who they proudly describe as "their biggest supporters".
Refy has consistently strived to listen to and give back to their community in ways I rarely see from other brands. They’ve done this not only by creating products that simplify their community’s beauty routines (basically creating products they need), but also by making their supporters feel truly valued. For example, last summer, Refy invited some of their most dedicated community members on a brand trip. Using Instagram’s broadcast channel, they picked a few of their closest fans and flew them to Mallorca. And mind you, these weren’t influencers, but loyal supporters of the brand. This strategic move sparked a real shift in the industry, as brands and audiences alike began to recognize the importance of not always prioritizing influencers over loyal customers. Refy was also one of the first brands to draw my attention to Instagram’s broadcast channel feature, showing just how impactful it could be. It even inspired me to join the broadcast channels of other brands I love to stay connected and up to date with them. And just like that, Refy is back at it again with their latest rollout which proves they’re still ahead of the curve and still deeply committed to prioritizing their community.
Let’s get into it!
the iconic never gets old campaign
Refy opened a Paper Shop in New York for a yet-to-be-announced product (waits in anticipation). In the days leading up to the reveal, they’ve teased us with iconic content spotlighting older women embracing their beauty and daring style with boldness and confidence, and I am obsessed. This has not only left many fans in awe of the stunning visuals and iconic content being rolled out for this campaign but has also built massive anticipation for what is coming next. Very smart and strategic, I love it!
Fortunately, I am biased towards any brand, campaign, or person that celebrates women’s confidence. For decades, society has set unrealistic standards, pressuring women and girls to always look younger than their age, and the rise of social media and cosmetic procedures hasn’t made it any easier. Brands like Dove have long promoted real, inclusive beauty, so seeing Refy embrace that same approach has only deepened my respect for the brand.
With such a young audience, this campaign is significant for helping Gen Z and millennials unlearn the stereotypes they’ve been taught about aging while growing up. I myself have suffered from age anxiety at times, so seeing campaigns like this feels refreshing. It sends a powerful message that confidence and beauty aren’t limited by age.
the campaign messaging
The campaign messaging is clear. It celebrates women, inclusivity in beauty, the power of female friendships, and reinforces the idea that aging doesn’t mean dimming your light or conforming to what the world expects. Instead, it encourages women to continue to show up as their iconic selves in all their glory, embracing their looks and confidence at every age. This campaign is a true testament to Refy’s mission of simplifying beauty by redefining its standards. You don’t need to look young to be chic and hot. You basically just need to continue to show up as your authentic self because that is what actually makes you chic and hot! The messaging was not only strong, but it also amps up the anticipation for Refy’s next product. We can’t get over the stunning visuals, and honestly, the wait has never felt this exciting!
what brands can learn from this
Get creative with reaching your community: Refy demonstrated creativity by tying their launch to a strong stance that celebrates confidence, inclusivity, and authenticity in beauty. With a community made mostly of women, championing them resonates on a deeper, more meaningful level, thereby stregnthening the connection.
Leave a lasting impact: Campaigns that inspire, challenge norms, or empower audiences always go beyond the initial rollout. They shape perceptions, influence behaviors, and position your brand as one that is admirable and worth remembering. Refy hit the nail on the head with this campaign and their comment section proves that!
thanks for reading
Thanks for reading! This has been one of my favourite columns to write so far and I hope you enjoyed reading it just as much! I cannot wait to see what product Refy will be releasing! It is obviously a lip product but who knows! Till then catch you next time!
Social Media and Marketing Strategist and
Creator Executive
