When Kosas set out to launch its newest product — the Soulgazer mascara — the brand needed more than a digital push. It needed to get the product in front of real Gen Z consumers, in authentic settings, at the moments that mattered most. So Kosas partnered with H\FC to build a multi-campus student marketing program that brought the Soulgazer to life exactly where its target audience lives, socializes, and creates content.

The result? Over 14,000 products distributed, 150+ pieces of UGC, and a product launch that resonated deeply with students across the country.

🎯 The Strategy: Meet Gen Z Where They Actually Are

H\FC built a three-part program designed to create genuine buzz at scale that included:

25+ brand ambassadors and student creators
3 campus pop-up activations
3 events-in-a-box embedded directly into sorority culture

Each tactic was designed to feel less like a marketing campaign and more like a brand naturally fitting into campus life.

📍 Campus Pop-Ups: Sampling at Scale

H\FC secured strategic on-campus placements at three flagship universities during back-to-school season:

Florida State University
University of Alabama
University of Georgia

At each school, H\FC set up a 10x10 footprint with the Soulgazer AI iPad experience and a live beauty counter, giving students a reason to stop, try, and share.

In total, the pop-ups distributed:

8,166 mini mascaras
2,920 eyeliners
555 nail sets

Before doors opened, ambassadors had already mobilized their networks through group chats, flyering, and org outreach — students showed up ready.

🪞 Events-in-a-Box: Embedding Kosas into Sorority Culture

To extend the campaign beyond the pop-up footprint, H\FC developed three "event-in-a-box" activations to integrate Kosas into authentic sorority moments.

SMU Tri Delta
- Tri Delta hosted a post-bid day sisterhood event where members came to bond, learn about makeup, and try Kosas products in real time.
University of Arizona Delta Gamma
- Delta Gamma leaned into the classic Thursday-night-out tradition, inviting Kosas into their getting-ready ritual. The activation drove organic UGC straight from the bathroom mirror, aligning product use with the exact content-worthy moments Gen Z loves to capture.
University of Arizona Alpha Phi
- Alpha Phi brought a similar energy to their Thursday night pregame where Kosas felt like a natural part of the moment, not a sponsored add-on.

Across all three takeovers: 525 full-size mascaras, 525 pink mesh bags, and 1,500 products were placed directly in the hands of sorority members.

📲 UGC: 23K+ Impressions from Organic Content Created

One of the most valuable outcomes of the program was the content it generated. Between the ambassador program, student creators, and event activations, the campaign produced 150+ pieces of UGC with 23K+ impressions.

H\FC placed student creators at every pop-up to capture authentic discovery moments. Paired with ambassador posts and organic sorority content, the result was a library of Gen Z UGC that felt genuinely earned.

🏆 What Made It Work

Kosas's product launch succeeded because it met students in real, culturally relevant moments — not manufactured ones. From the GRWM bathroom session at Delta Gamma to the Soulgazer AI experience at FSU, every touchpoint felt native to student life.

For beauty brands looking to break through with Gen Z, this is the blueprint: real students, real moments, real product in hand.

Want to activate your brand on campus like Kosas? Get in touch with H\FC to explore ambassador programs, sampling campaigns, and Gen Z strategy.

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University of Florida

Gainesville, FL, US

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Class of 2024

creative advertising

Miami, FL, USA

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