Beauty brands must start to create camera-first digital strategies because consumer interaction with the tool is evolving fast, particularly amongst Gen Z and Millennial beauty seekers on Snapchat, say executives at Snap Inc.
UK high street cosmetics brand Lottie London is expanding fast, developing trend-forward beauty items inspired by social media buzz amongst its Gen Z target audience, its founder says.
Chinese video-sharing platform Bilibili is steadily becoming a key marketing channel for beauty brands targeting Gen Z consumers as beauty-centric content grows on the platform.
Sephora’s acquisition of British beauty e-commerce major Feelunique and tie-up with German online fashion retailer Zalando are clearly part of a move to capture younger beauty consumers, notably millennials and Gen Z, says an analyst.
Beauty brands cannot ignore the rising power of Generation Z and need to remain highly engaging in-store yet influential online to draw in the first truly ‘woke’ generation, says a branding expert.
There is significant potential to develop probiotics in the beauty space, particularly targeting anti-ageing, Generation Z and women, according to Lumina Intelligence.
Generation Z are looking for playful beauty experiences to counter their anxiety about the future but also expect all products to be inherently sustainable and designed with purpose, say trend experts.