Origins #Quarterlifecrisis app downloaded by thousands

App was designed to reinforce brand's campaign aimed at millennial consumers

Origins has revealed to Cosmetics Business that its #Quarterlifecrisis app has been engaged with ad downloaded by more than 5,000 consumers worldwide to date.

The free #Quarterlifecrisis by Origins app was created to reinforce the brand's campaign aimed at millennial consumers, whose life and skin are said to be in a stage of transitioning. Its success goes to show just how powerful and relevant social media can be for beauty brands today, especially those that are interested in targeting younger consumers.

The app was launched in February to coincide with the launch of the brand’s Original Skin Renewal Serum formulated with Willowherb, a product that's been created to appeal to the skin concerns of post-university consumers in their early 20s.