Cotton On Group’s active, swim, sleep and intimates subsidiary, Cotton On Body, has just launched a social-first campaign designed to challenge the pressures of the traditional wellness industry.
Focusing on the Gen Z market, the new community initiative is called the Body Wellness Club, and kicks off with a multi-episode TikTok series featuring Australian creator Anthony Voulgaris as the Wellness Club concierge.
Voulgaris shares “real talk” wellbeing advice, including cancelling pilates guilt-free to the power of disappointing people.
Fellow creators Kairo Calvitto, Emma MacDonald and Silk Cartwright also feature in the series.
The series has already amassed over 18 million views.
According to Cotton On, the campaign responds to the reality that many young people feel weighed down by wellness expectations. A recent Gen Z Wellbeing Index shows that 66 per cent of young Australians aged 18 to 24 reported problems getting a good night’s sleep, with 61 per cent reporting anxiety, and 46 per cent saying low self-esteem is affecting them.
At the same time, social media has become the first stop for discovery and decision making, with over 50 per cent of Gen Zs in Australia starting their buying journey on social media, while TikTok now reaches more than 8.5 million Australians every month.
Cotton On Body’s head of marketing Leah Chesney says the Body Wellness Club is all about creating a space where Gen Z can see themselves reflected authentically.
“This generation is not only making decisions online, but they’re also increasingly wary of polished advertising,” Chesney said. “They want to engage with brands that feel real, that understand the pressures they’re under.
“The Body Wellness Club flips the script; it’s not about perfect morning routines or fitting a certain aesthetic. It’s about showing up exactly as you are, and still belonging.”
Chesney said the aim for the campaign is not just to meet customers where they are, but to show up in a way that authentically reflects the Cotton On Body brand.
“Wellness looks different for everyone, and that’s something we want to celebrate. Whether it’s moving your body, staying in bed or laughing with friends, Body Wellness Club is about rewriting the rules and reminding people that however you do wellness it’s valid.”
Cotton On Body was established in 2007 by the Cotton On Group. The brand has over 100 standalone stores across Australia and New Zealand, Asia, Africa, the United States and the United Arab Emirates.