Under the spotlight of an awards ceremony, what was illuminated was not only the winning creative works, but also the boundless possibilities of mutual reinvention between a Chinese beauty brand and the younger generation.
Recently, at the studio of Beijing Radio & Television Tower, as the last award-winning entry was announced, the "GENCA 2025 Fall Campus Creative Competition" officially came to a close. As the applause faded and the curtains rose, the true connection had only just begun to quietly take shape.
With over 6,000 creative proposals, more than 500 campus ambassadors, and deep engagement across five universities… Behind these numbers lies a more vivid picture: when a Chinese beauty brand truly listens as an equal, Gen Z responds not only with talent and creativity, but with a pledge of trust—a mutual choice driven by shared values.
6,000+ Creative Answers: A Gen Z Insight Documentary
Though winter chill had settled over Beijing, the "Creative Planet Academy Award Youth Ceremony" radiated with youthful energy. The brand's blue-themed exhibition area became a must-visit hotspot, where students gathered to chat, interact, and take photos.
A series of works on the display wall drew particular attention: Aucuz sunscreen naturally integrated into diverse sports scenes—cycling, surfing, rock climbing—conveying a dynamic visual language and a distinct attitude: skincare is not a burden, but an integral part of one’s lifestyle.
This collection of works also reflects a deeper shift in Gen Z's perception of domestic brands: moving from an emotional impulse to "support local brands" toward a rational judgment of "choosing quality products."
Keywords such as "real efficacy of ingredients," "feasibility of eco-friendly packaging," and "formula transparency" frequently appeared in the proposals, clearly outlining their consumer values. They no longer make purchases based solely on sentiment, but instead vote with their choices for product excellence, authentic communication, and sustainable practices.
A creative video centered around the ddg Cleansing Balm, using campus friendship as its narrative thread, delicately portrayed the interpersonal connections and self-discovery behind skincare habits. With no exaggerated plot, only real-life moments, it resonated widely with its audience.
This is precisely what makes so many entries in this competition so compelling—they bridge the distance between brand and consumer. As both creators and consumers, the student participants bring a sense of authenticity and emotional resonance to their work.
Beyond the Awards Stage: A Shared Resonance Around "Authenticity"
On stage, one student winner's acceptance speech was brief yet powerful: "We didn't try to romanticize the idea of supporting domestic brands; we simply shared our genuine experience with the product. Yet it struck a chord with so many of our peers." This simple sentiment reveals the core logic of today's communication: in an age of information overload, authenticity has become the most valuable currency of connection.
This pursuit of authenticity is also reflected in the "Campus Ambassador Recruitment Program." Over 500 university students transitioned from product users to co-creators with the brand. Instead of setting rigid targets, GENCA gave them ample creative freedom and product support.
"At first, I just shared my oily skin skincare routine," one campus ambassador recalled. "But gradually, I built a small 'trust community' around the brand. We researched ingredients together, exchanged experiences, and even gave feedback to the brand on how to improve." Some ambassadors even organized offline skincare-sharing meetups on their own, creating a "word-of-mouth ripple" across dormitories and campuses.
This organic interaction, extending from online to offline, represents a depth of connection that traditional marketing often struggles to reach. The younger generation is redefining "brand loyalty"—no longer a one-way following, but a two-way choice rooted in shared values.
From Creative Contest to Value Co-Creation: Building a Sustainable Dialogue with the Youth
As the lights of the ceremony dim, the sparks of creativity have already been quietly planted. A competition can inspire ideas in the moment, but only through ongoing dialogue can those sparks continue to burn bright.
As the young creators return to campus with their honors, their ideas and suggestions did not end at the awards ceremony. Those compelling design concepts and communication strategies are now being carefully reviewed within GENCA. The optimization feedback offered by students will also be gradually incorporated into actual product development and packaging upgrades. Though the 6,000 creative submissions have been handed in, the dialogue between GENCA and Gen Z has, in truth, only just begun.
On this two-way path, the brand provides the soil and nourishment, and in return, youth rewards it with the boundless potential to break new ground. While each generation may graduate and creative ideas may evolve, when a brand learns to truly listen to the voices of its time, the conversation about beauty, confidence, and identity will never reach its final chapter.
And this is the narrative of growth—co-written by a Chinese brand and the younger generation—that belongs to both the present and the future.
