How to Market to Gen-Z — Based on Their Favorite Beauty Brands

Source: Gen Z State of Beauty Report from Kyra

Efficacious Product

This seems so obvious but brands with white-labeled products still pop up every day. If you look at the top brands beloved by Gen-Z, Cerave, Maybelline, e.l.f., and even the lesser-known e45, the bottom line is they all have really good products.

A before & after of wearing Maybelline Sky High Mascara is convincing enough on its own

Say What You Mean

Gone are the days of marketing with ‘filler’ adjectives, like the Estee Lauder Re-Neutriv Cream, what does ‘Re-Neutriv’ even mean? The new generation demands transparency to the extent of knowing exactly what’s in and not in a product. Brands like The Ordinary and Cerave rose to their fame partly due to their genuine approach to product marketing.

CevaVe designed product description simply as what, how, when, for whom before other brands followed suit
Olly named the product exactly as what customers want to have — restful sleep, daily energy, etc.

Sharable Magic Moment

Gen-Z trusts the opinion of peers. Clinique Black Honey Lipstick went viral not because Liv Taylor used it in Lord of the Ring, but because someone tried it on on TikTok and looked good in it.

Sharable magic moment — Soft Services’ plastic-free packaging
Sharable magic moment — Glossier’s customer services email

Brand Values

Just like people do business with people they like, with plenty of substitutes to choose from, Gen-Z buy from brands they like, with values they agree with. They want to feel good about their purchases.

Fenty Beauty’s 40-shade foundation range started the inclusivity conversation in the beauty industry



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