Bastion and epzen Partner Together to Flip the Middle Finger to Traditional “Zen” with Affordable, Individual Self-care

For gen z’s on a limited budget wanting to switch off, epzen believes in embracing the chaos with the calm.

The ‘Whatever Your Zen’ campaign is an exploration of wildly individual self-care rituals where zen is simply the unique way this audience unwinds behind the bathroom door, whether it’s the 4-hour shower or binge-watching with binge washing.

epzen openly flips the middle finger to expensive spa rituals and $400 face creams, questioning the inaccessibility of the luxury treatments market for younger audiences. They are proudly offering affordable, enjoyable and indulgent self-care on a supermarket budget.

The result is a series of vibrant bathroom scenes and a celebration of unhibited self-expression.

Bastion’s creative director, Elizabeth Willmott who led the campaign says the brand is here to reimagine self-care for gen-z audiences. 

“Working on this project, it became important for us to understand the demands of modern living and remind audiences that self-care doesn’t have to be complicated or expensive,” she said. 

“To resonate with our millennial and gen-z markets, we left that luxury mentality outside the door and entered a fun and raw bathtime. We worked with real friends and tapped into bathroom ritual trends. The result is refreshing.”

Zen was incorporated as a driver for the brand, with tissue sessions and strategy highlighting that everyone has their own interpretation of what ‘zen’ or ‘self-care’ is, but at its core, relatability and affordability are powerful drivers for the target audiences.

 

“With the need to grow awareness, incorporating `zen’ into the tagline presented an opportunity to link back the brand. Bastion have authentically captured our brand tone and values in the campaign, bringing to life and embracing everyone’s own unique version of self-care, no matter how chaotic that may be,” said Anna Robinson, Vitality Brand’s senior brand manager.