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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Are Using Gen-Z’s Latest App

Geneva, the social messaging platform that combines text, audio and visual tools, has attracted young consumers looking for a community to call home. Brands are helping build those hubs, but how they measure the success of the platform is ambiguous.
iphone displaying screengrab of geneva app
Beauty brands are building "homes" on the social app Geneva, which aims to build a world of online communities focused on a range of interests. (Geneva)

When Nadya Okamoto, founder of period care brand August, spoke with investors interested in her pre-seed business in June 2021, they were compelled by Okamoto’s vision for a more inclusive, gender-neutral period product. But they were even more intrigued by August’s hyper-engaged community of a few thousand people on a little-known platform called Geneva, what Okamoto calls “slack for Gen-Z.”

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