Cosmax announced on the 30th that it is recruiting the first generation of its student support group, ‘Coducks,’ to enhance engagement with Gen Z consumers and strengthen its M2C (Manufacturer to Consumer) communication model. This strategic initiative aims to create a robust link between the brand and its evolving audience, addressing the significant engagement gap in contemporary beauty branding.

The program will operate for approximately three months, from an inaugural meeting in May to a completion ceremony in August, engaging both current college students and those on a leave of absence. Enrollment will be conducted through Cosmax's official Instagram channel until May 12. Participants will receive a welcome gift consisting of Cosmax's signature products and merchandise, a modest content creation stipend, rewards for exceptional contributions, and a certificate of completion, thereby enhancing their engagement and retention through tangible incentives.

Selected student ambassadors will engage in monthly missions to create short-form K-beauty content utilizing Cosmax products. This approach not only fosters a community-centric content creation model but also ensures that the content reaches both the official Cosmax social media channels and individual accounts, amplifying brand exposure across multiple platforms. Additionally, these ambassadors will provide consumer insights by participating in evaluations of new products, thereby directly contributing to product development and marketing strategies from a consumer perspective.

Cosmax aims to expand this ambassador program beyond simple content collaboration into a vital communication channel with Gen Z. In doing so, the company seeks to develop a network of next-generation beauty experts and influencers, laying the groundwork for long-term brand loyalty.

Previously, Cosmax’s attempts to engage consumers directly led to winning the ‘Social Eye Award 2025’ for its Instagram strategy, positioning the brand as a leading case study in both beauty and B2B communication innovation. Following a complete revamp of its official Instagram in July 2024, Cosmax has surpassed 50,000 followers and achieved approximately 40 million views, a testament to the effectiveness of its strategy that emphasizes Gen Z representation in content and partnerships with clients, illustrated through short-form media.

The impact of Cosmax's SNS channels extends to tangible business outcomes, exemplified by popular campaigns such as the April Fool’s campaign with Skinfood and the series showing the product launch process with So-won from the girl group GFriend. These successful initiatives have significantly boosted collaboration requests from partner companies, doubling since last year, thus reflecting the demand for engaged, consumer-centric approaches in the industry.

Looking ahead, Cosmax plans to establish new social media channels, including TikTok, and expand its M2C strategy into global markets within the first half of the year. A representative from Cosmax stated, “The ambassador program is an initiative to explore new possibilities for M2C communication with Gen Z, who will shape the beauty market of the future. We will continue to enhance our direct consumer communications and expand our influence in the digital PR domain.”