The right way to market magnificence manufacturers to Gen Z
Love them, hate them, you just can’t ignore Generation Z. The next generation of buyers, born between 1997 and 2012, are demographically more diverse than ever and suspicious of conventional advertising – studies have shown that 66% have ad blockers installed. Amid the changing topography of beauty consumers, an unprecedented global crisis is emerging and even established brands may find they don’t speak their native language. This begs the million dollar question: How do you sell to someone who hates to be sold?
“The pandemic hit Generation Z at a particularly difficult and formative point in their development, seriously impaired their educational and career opportunities and changed their buying habits,” notes Clare Varga, Head of Beauty at the market research company WGSN. She adds: “However, Generation Z is an extremely resilient and resourceful cohort, as it remains committed to its driving principles and reinforces itself on important issues such as authenticity, inclusiveness and social justice.” The idea is supported by Olamide Olowe, the Gen- Z-founder of Topicals, a beauty brand that she founded in her apartment and sold out within a few days. She believes an unattainable standard of beauty has been perpetuated by the industry and the next generation is now trying to recapture that narrative. For brands looking to grab the notoriously elusive attention of the new legion of beauty consumers, here is an expert-recognized marketing playbook.
Inclusivity is in
Varga explains, “Radical inclusivity is central to this cohort.” She believes that Generation Z see themselves as carriers of acceptance and increasingly expect brands to take a proactive attitude towards representation and inclusivity. Olowe repeats the opinion, “Gen Z wants to buy from brands that rewrite cultural scripts to make them more inclusive. They are now looking for brands with values that match their own and are not afraid to stand up for what they believe in. ”Both experts concede that brands who want to speak the language of the new generation are more concerned with their efforts Need to extend lip service beyond that. “Beauty brands need to go beyond window dressing of different images and expanded hues in facial cosmetics and really embed diversity in product development teams and culture,” adds Varga.
Ax the A-list associations
There was a time when the newest shiny penny in showbiz fluttered its curls or fluttered its lashes in front of the camera helped brands increase their market share. However, the new generation remains increasingly cynical about celebrity collaboration and support. Instead, they look to their colleagues for product recommendations that they consider real influencers or “real influencers”.