<![CDATA[The rapid growth of the cosmetics industry has intensified competition among brands while increasing their vulnerability to reputational crises driven by the rapid dissemination of information through social media. As one of the leading affordable cosmetic brands, Pinkflash faced public concern following the circulation of allegations regarding harmful ingredients and adverse product effects, creating challenges in maintaining brand image and brand trust, particularly among Generation Z consumers who actively engage with digital platforms. This study aims to examine the differences in Generation Z consumers' brand image and brand trust before and after exposure to Pinkflash's crisis communication strategy and to evaluate the effectiveness of the rebuild strategy consisting of apology, corrective action, and compensation. A quantitative approach was employed using a one-group pretest–posttest experimental design. Data were collected from 100 Generation Z respondents aged 15–30 years residing in the Greater Jakarta area who had previously used Pinkflash products and met the predetermined purposive sampling criteria. The research instrument utilized a seven-point Likert scale, and the data were analyzed using IBM SPSS Statistics version 27. Instrument validity and reliability, manipulation checks, and normality tests were conducted before hypothesis testing using the paired sample t-test. The results revealed statistically significant differences in both brand image and brand trust before and after the treatment, with significance values of p < 0.001 for both variables. The higher posttest mean scores indicate that the rebuild crisis communication strategy effectively restored consumers' perceptions and strengthened trust toward the Pinkflash brand among Generation Z.]]>
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