If you haven’t yet noticed, GenZ is taking the beauty industry by storm. A clutch of beauty brands are redefining their marketing strategies, positioning their products for virality on social media, launching quirky campaigns to engage with their audiences, and even leverage tools like Artificial Intelligence (AI) and ChatGPT to effectively communicate with this digitally-savvy consumer base.
GenZ—the generation born between 1997 and 2012, now in the age group of 18-25—is making the beauty industry rethink traditional standards, driving them to adopt more sustainable practices. From multi-functional products like stackable lip and cheek tints and brow gels to clean, vegan formulations, skin tints for a glazed look as well as vibrant packaging, brands are increasingly shifting their focus to cater to this consumer base. Just look at the proliferation of beauty brands adopting a Gen Z-first approach and you would know.
In markets like the United States, brands such as e.l.f Cosmetics, Glossier, Maybelline, Kosas, Tower 28 and Rare Beauty are some top picks among Gen Zs. In fact, e.l.f. successfully tweaked its marketing and social media strategy to become a Gen Z favourite, with products like the Power Grip Primer and Halo Glow Liquid Filter Foundation. e.l.f has seen much of its success on platforms like TikTok, which several brands in the US are leveraging to communicate with Gen Z.