In recent years, the impact of Gen-Z, has been steadily reshaping branding strategies across various industries. One sector that has experienced significant transformation due to the influence of this demographic cohort is the beauty industry. Born between the mid-1990s and the early 2010s, Gen-Z brings with them a unique set of preferences, values, and behaviours that have compelled brands to reevaluate their approaches in order to effectively capture the attention and loyalty of this emerging consumer force.

Gen-Z consumers, unlike their predecessors, have grown up in a highly connected, technologically advanced world. They have been immersed in the digital age from an early age, making them more adept at navigating the online landscape and engaging with brands through various digital platforms. Social media platforms like Instagram, TikTok, and YouTube have become the Gen-Z generation's go-to sources of inspiration, product recommendations, and beauty trends. As a result, brands in the beauty industry have had to adapt their strategies to meet the demand for relevant, engaging, and visually appealing content on these platforms.

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1 Authenticity and Transparency

73% of Gen Z only buy from brands they believe in

Gen-Z values authenticity and transparency in brands. They are highly attuned to detecting inauthenticity and are quick to reject brands that appear disingenuous or insincere in their messaging. This has forced  brands to adopt a more authentic approach, focusing on building genuine connections with their Gen-Z audience by showcasing real people, real experiences, and real stories. Moreover, brands are expected to demonstrate a strong commitment to social and environmental responsibility as Gen-Z consumers actively seek out brands that align with their values and contribute to positive change. To resonate with this audience, beauty brands must prioritise genuineness, transparency, and social responsibility.

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2 Purpose-Driven Brands

71% of Gen-Z wants to see more diversity in advertising. - Facebook IQ

Gen-Z is passionate about social and environmental issues, seeking brands that align with their values and contribute to positive change.  They want to feel empowered and involved in the creation process, whether it's through customisable products, interactive experiences, or the opportunity to contribute their ideas and feedback. Brands that recognise this desire for co-creation and incorporate it into their strategies can foster a sense of ownership and loyalty among Gen-Z consumers. Beauty companies that integrate purpose-driven initiatives, such as sustainability, diversity, and inclusivity, into their brand strategies are more likely to appeal to Gen-Z consumers.

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3 Digital and Social Media Presence

55% of Gen-Z uses their smartphones for five or more hours a day. - Pew Research Center

As the first generation to grow up with smartphones and social media platforms, Gen-Z is highly connected online. Beauty brands must establish a strong digital presence and engage with Gen-Z consumers through relevant social media channels like Instagram, TikTok, and YouTube. Influencer marketing and user-generated content play significant roles in capturing their attention.

4 Personalisation and Co-Creation

87% want a personalised shopping experience

Gen-Z expects personalised experiences and desires to be involved in the co-creation of products and services. Brands can leverage technology to offer customised options and engage Gen-Z consumers in the design and development process. This participatory approach not only enhances the brand experience but also fosters a sense of ownership among Gen-Z consumers.

5 Mobile-Friendly Experiences

61% of Gen-Z has purchased a product via mobile in the last month. - Global Web Index

With Gen-Z's preference for mobile devices, beauty brands must ensure their websites, apps, and online platforms are optimised for mobile use. Additionally, incorporating mobile payment options and seamless mobile experiences in physical stores can enhance engagement with Gen-Z consumers.  Brands that fail to meet these expectations risk losing out on Gen-Z's attention and engagement.

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6 Short-Form and Interactive Content

The average Gen-Z attention span is eight seconds, four seconds less than Millennials. - Vision Critical

Gen-Z has a shorter attention span and favours bite-sized, interactive content. Beauty brands should create short-form content like videos, GIFs, and interactive experiences to capture and maintain Gen-Z's interest. Utilising gamification and interactive storytelling techniques can help brands stand out in the digital landscape.

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7 Purposeful Influencer Partnerships

52% of Gen-Z trusts social media influencers for product or brand advice. - McKinsey & Company

Influencers play a significant role in shaping Gen-Z's opinions and purchase decisions. However, Gen-Z tends to favour influencers who are genuine, relatable, and align with their values. Beauty brands should carefully select influencers for partnerships based on authenticity and relevance to effectively reach and engage Gen-Z consumers.

8 Seamless Omni-channel Experience

88% of Gen-Z prefers omni-channel branded experiences. - Morning Consult

Gen-Z seamlessly moves across various online and offline channels. Beauty brands must provide a consistent and cohesive experience across different touchpoints, including physical stores, websites, social media platforms, and customer service interactions. Integration of technologies like augmented reality (AR) and virtual reality (VR) can enhance the omni-channel experience.

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9 Social Messaging and Chatbot Interactions

85% prefer chat or automated customer service interactions over phone calls

Gen-Z prefers communication through messaging apps rather than traditional phone calls or emails. Beauty brands can leverage social messaging platforms, such as WhatsApp and Facebook Messenger, to connect with Gen-Z consumers. Implementing AI-powered chatbots can provide personalised, instantaneous responses and assistance, improving customer engagement.

10 Continuous Adaptation

Gen-Z currently has purchasing power worth $143 billion. - Business Insider

Gen-Z's preferences and behaviours are constantly evolving, influenced by emerging technologies and societal changes. Beauty brands must remain agile, monitor trends, and adapt their strategies accordingly. Regularly gathering feedback and insights from Gen-Z consumers can help brands stay relevant and maintain a competitive edge.

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Understanding and embracing the impact of Gen-Z on branding strategies is vital for beauty brands seeking to thrive in today's market. By recognising their unique characteristics, values, and preferences, brands can effectively tailor their approaches to capture the attention and loyalty of Gen-Z consumers.