Generations Z and Alpha have come into their own as beauty customers, powering revenue growth in skin care and fragrance as they seek out experiential self care moments.
On the latest episode of WWD Voices’ the Beauty of Tomorrow podcast, presented by marketing platform Listrak, Jenny B. Fine, editor in chief of Beauty Inc sat down with Listrak’s chief executive Jamie Elden to get his take on beauty marketing trends. Pulling from his experiences working with brands and as a father to children in both cohorts, Elden shared insights.
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“We’re looking at a very sophisticated buying generation coming up from Gen A,” Elden said. “Gen Z have done a tremendous job in educating retailers and beauty brands on how to show up.”
Alphas, who are 15 and under, create events around products. For instance, they are scooping up face masks and then using them at sleepovers. Gen Z also favors brick-and-mortar stores, which allow them to shop in groups and test products before purchasing.
Another common characteristic both share is heavily researching products as they seek out value. But the value consideration goes beyond price to encompass purpose and voice, too. For instance, they want to know details such as whether packaging is sustainable.
“All of these new questions around a brand are being asked by these generations,” Elden said. “If you’re not addressing these new social guidelines, your product might be left on the shelf.”
Elden also covered TikTok Shop. By leveraging content, bundling offers and limited-time drops, brands have been able to sell massive volumes in record time. “We’re seeing brands that were not around six months ago doing half a million dollars in a week on TikTok Shop,” said Elden.
On social media platforms, it can be challenging to first break into consumers’ algorithms and then “stop the scroll.” One way to make users pause and engage is by swapping static imagery for video, but Elden noted the type of video content matters. Heavily produced commercials are out, and authenticity is in.
To listen to the conversation, CLICK HERE.