Generation “Z” is to set to explode the beauty industry so get ready retailers and marketers for what the younger generation is looking for when they are buying your beauty products. According to IBM‘s 2017 case study, generation “Z” includes more than two billion people worldwide , translating to 44 billion purchasing value. The study gives beauty brands the tools on characteristics on new age consumers which are…
- Digital savviness: social and video platforms that will capture the eye of the younger generation.
- Authenticity: Brands that are open to self expression.
- Young entrepreneurs: This generation notices that they are missing products in the beauty industry and they are creating their own and not waiting for brands to create what they want in beauty products.
This generation is embracing their imperfections and demanding a deeper level of realness from beauty brands. Generation ‘Z” look up to teen entrepreneurs who are emerging and challenging what beauty brands and society considers to be “BEAUTIFUL” . “Z” accepts all sizes, race, gender and diversity in this new age of beauty.
The young cohorts want to shop digitally , so why leave the house when beauty can come to you just by a click of a button ? Pay close attention retailers and marketers this vibrant and younger generation wants beauty products by young beauty moguls, make sure the brands are in authentic tones in all brands and marketing materials. Let’s not forget, use your brand as a platform to give back by donating or partnering with a non-profit. Give Z’s what they want and need in the beauty sector.