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.
Givaudan Active Beauty has developed face mask formulas that it says tap into the specific needs of Generation Z – a rising demographic that associate beauty with confidence, self-expression and naturalness.
![L'Oréal has unveiled two prototype smart makeup application devices - one for lipstick and another for brows - both designed to make the category more inclusive and accessible [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/01/04/l-oreal-and-johnson-johnson-launch-smart-inclusive-beauty-devices-at-ces-tech-tradeshow-2023/16054832-1-eng-GB/L-Oreal-and-Johnson-Johnson-launch-smart-inclusive-beauty-devices-at-CES-tech-tradeshow-2023.jpg)
![The European-wide industry initiative is focused on three key areas - climate, nature and packaging - with a series of goals, guidelines and tools available to companies throughout the value chain [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/12/07/cosmetics-europe-launches-sustainability-eco-initiative-commit-for-our-planet-to-drive-sustainable-beauty-collaboration-and-change/16006172-1-eng-GB/Cosmetics-Europe-launches-sustainability-eco-initiative-Commit-for-Our-Planet-to-drive-sustainable-beauty-collaboration-and-change.jpg)
![More consumers worldwide have companion animals in today's 'touch deprived' society, and so pet care will continue to rise in importance [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/future-beauty-trend-opportunities-in-pet-care-lab-grown-ingredients-and-skin-cycling/15976028-1-eng-GB/Future-beauty-trend-opportunities-in-pet-care-lab-grown-ingredients-and-skin-cycling.jpg)
![Weleda has created a small internal startup to build out fresh innovations across packaging and formulation [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/12/05/weleda-r-d-head-says-circular-green-beauty-possible-with-sustainable-definitions-and-beauty-collaboration/15997160-1-eng-GB/Weleda-R-D-head-says-circular-green-beauty-possible-with-sustainable-definitions-and-beauty-collaboration.jpg)
![Unilever's invention features a cleansing wash-off step with a composition comprising high levels of water-soluble UVA and UVB sunscreens [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/12/13/unilever-files-international-patent-for-two-step-spf-uva-protection-via-cleanser-and-sunscreen/16019153-1-eng-GB/Unilever-files-international-patent-for-two-step-SPF-UVA-protection-via-cleanser-and-sunscreen.jpg)
![A number of retailers have introduced ethical beauty schemes with in-house standards outlining ingredients allowed and disallowed, as well wider environmental requirements [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/12/07/beauty-retail-ethical-certification-standards-rising-fast-with-plant-based-halal-and-eco-important-says-ecovia-intelligence/16004465-1-eng-GB/Beauty-retail-ethical-certification-standards-rising-fast-with-plant-based-halal-and-eco-important-says-Ecovia-Intelligence.jpg)
![L'Oréal is heavily invested in advancing UV protection offerings, including for consumers with dark skin phototypes [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/uv-protection-market-shows-daily-use-skin-care-growth-beyond-sun-care-says-l-oreal-ceo/15884636-1-eng-GB/UV-protection-market-shows-daily-use-skin-care-growth-beyond-sun-care-says-L-Oreal-CEO.jpg)
![A beauty citizen could be considered 'an individual who is conscious of their role in society and is keen to protect the beauty of nature as to improve their own sense of beauty' [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/29/b-corp-beauty-coalition-wants-to-drive-concept-of-beauty-citizen-for-sustainable-change/15979430-1-eng-GB/B-Corp-Beauty-Coalition-wants-to-drive-concept-of-beauty-citizen-for-sustainable-change.jpg)
![Beauty products targeting menopausal women have to be based on sound science and not just marketing chatter [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_tiny/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/menopause-beauty-and-wellbeing-needs-open-source-science-r-d-say-experts/15897479-1-eng-GB/Menopause-beauty-and-wellbeing-needs-open-source-science-R-D-say-experts.jpg)
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