Shaved heads, no eyebrows and messy makeup are some of the latest visuals popping up in beauty as Generation Z emerge from the COVID-19 pandemic looking to flip the lid on dated, traditional narratives.
Exclusive insights from a host of thriving beauty brands have revealed how firms can understand the purchasing behaviours of Gen Zs and better connect with them, while also exploring how this radical generation could fundamentally change the industry...
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.