Personal and oral care brand Hello Products is setting its sights on Gen Z self-care rituals through an ongoing partnership with actress Chandler Kinney aimed at inspiring younger consumers.
The brand, owned by Colgate-Palmolive since early 2020, framed the collaboration — which kicked off earlier this summer — around Kinney’s appointment to a new C-suite role: chief aura officer. In her position, she leads self-care advocacy and shares “aura tips.”
Hello continues to roll out video content across Instagram and TikTok featuring “employee training” led by Kinney. One clip shows her sitting at an executive desk bedazzling a tube of Hello Whipped toothpaste. Kinney also posts informal, behind-the-scenes content on her personal accounts
“For me, self-care is all about cultivating and protecting my peace,” said Kinney of the partnership in a statement. “I’m so excited to share my go-to self-care tips!”
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Kinney is known for her roles in the TV series Lethal Weapon, Pretty Little Liars: Original Sin and most recently Elle, the Legally Blonde prequel on Amazon Prime. She also competed on Dancing with the Stars in 2024
Her chief aura officer appointment ties into Hello’s broader brand platform and ethos, Everyday Yay. Pointing to research showing that 52% of Gen Zers use personal care products to express their identities and individual styles, the brand aims to encourage younger consumers to explore self-expression through daily routines
“Chandler is the perfect partner to bring our ‘everyday yay’ to the next level,” said Rebecca Keszkowski, director of social, influencer and communications at Colgate-Palmolive, in a statement. “We want to show up where our Gen Z consumers are scrolling to remind them that everyday rituals like brushing your teeth can boost your aura.”
Hello saw the potential for toothbrushing to become “its own special moment for a generation that is craving sensorial experiences and aesthetics,” she added
“We’re embracing that same spirit with our chief aura officer … [Kinney is] confident, creative, expressive and brings a sense of fun to everything she does,” Keszkowski told Campaign
As the social-first campaign moves forward, Kinney will shape future content, share more tips from the “Aura Department” and promote micro-moments of self-expression. VML helped develop the creative and produce the social media assets
