In an era dominated by digital media and short attention spans, print campaigns are experiencing an unexpected renaissance among luxury beauty brands. Refy, Loewe, and Jacquemus are a few brands that have hopped on this resurgence. While social media platforms like Instagram and TikTok continue to rule, brands are rediscovering the tactile charm, aesthetic appeal, and lasting impact of print mediums—from curated magazines and branded newspapers to personalized postcards delivered straight to the doors of customers. This renewed interest signals both a nostalgia-driven movement and a strategic marketing pivot that underscores how traditional formats can uniquely engage consumers and reflect brand values.Nostalgia, Novelty, and the “Cool Factor”At the heart of the print resurgence is the dual interest and allure of nostalgia and novelty. As Effie Asafu-Adjaye, a beauty brand consultant and founder of beauty consultancy company Beautiful Sparks, notes to BeautyMatter, “For Gen Z and millennials, the idea of reading something physical—whether it’s a coffee table book or an indie newspaper—feels alternative and intellectual. It’s niche, not mainstream, and that gives it a certain cool factor.” For older millennials, the resurgence of print recalls childhood rituals of flipping through glossy magazines or seeing newspapers delivered daily, creating a powerful emotional connection.This trend is particularly resonant among younger generations like Gen Z and Gen Alpha, for whom print is not a “return” but rather a fresh, novel experience.