June 27, 2018
Both Millennials and Gen Z are unlike any other generation. These two generations have completely changed the way the world communicates and works. Now, they are making an impact in other fields, including the beauty industry.
How Millennials and Gen Z Think of Beauty
People in other generations used beauty products to hide imperfections or make themselves look more attractive, but that’s not what draws younger consumers to these products. Younger consumers view beauty products as tools that can be used to help them express themselves in whatever manner they choose.
The freedom to express their individuality is very important to these two generations. In fact, nearly 80% of people in this generation believe that the way they present themselves is fundamental to who they are as people.
If marketers fail to recognize that this is how younger consumers think of beauty products, they will not be able to get through to them.
Dare to Be Different
The men and women within these generations are also not afraid to be different. On the contrary, they appreciate and take great pride in the things that set them apart from others. It is this desire to be an individual that drives the demand for beauty products that younger consumers can use to express themselves.
Millennial and Gen Z consumers are also willing to experiment with new looks in order to find new ways to stand out from the crowd. Over half of Millennial and Gen Z consumers admit to changing their look or style on a regular basis.
Beauty brands should tap into this desire to be different by embracing diversity in their marketing campaigns. Show Millennial and Gen Z consumers that your brand’s products are made for everyone, not a select group of consumers. This will speak to younger consumers who will want to work brands that celebrate diversity.
One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. When the line was first released, younger consumers applauded Rihanna’s commitment to creating products for all women. Consumers weren’t the only ones who took notice of Fenty Beauty–the product line was also named one of Time Magazine’s 25 Best Innovations of the Year.
Younger consumers are interested in learning about a beauty brand’s values and mission prior to making a purchase. These consumers are more willing to purchase products from brands with strong values. In the beauty industry, this means younger consumers are drawn to eco-friendly, vegan, or cruelty-free products. If your brand has strong values, don’t be afraid to promote them in order to win these conscious consumers over.
Influenced By Social Media
For years, beauty brands have used social media to reach their consumers, and research shows that this is an effective communication strategy for this industry. However, it’s important for beauty brands to understand how younger consumers want them to use social media.
Over 90% of Millennial and Gen Z consumers currently follow at least one influencer on social media. These influencers have the power to persuade consumers to try new products, brands, and techniques. Nearly three-quarters of Millennial and Gen Z consumers would trust the recommendations of an influencer over those of a traditional celebrity. But, Millennial and Gen Z consumers are still more likely to trust family and friends than celebrities and influencers.
Lights, Camera, Action
Millennial and Gen Z consumers have grown up with the internet and social media. Although this makes them more tech-savvy than other generations, it has also made them more image-conscious. Younger consumers know that a picture could be taken of them and posted on social media at any moment. For this reason, many Millennial and Gen Z consumers feel the need to always be ready for the camera. Over 60% of the younger consumers surveyed admit they consider the fact that their image could end up on social media when putting on clothing, accessories, and makeup.
An astounding 82% of younger consumers believe their online and offline personas are one and the same. Since these consumers believe their online and offline worlds have merged into one, it makes sense that they always feel the need to be ready for the camera. In their minds, the image they present of themselves online will reflect who they are offline, so they always want to look their best for every photo opportunity.
Be A Part of the Change
Millennial and Gen Z consumers believe that they can influence a brand’s culture simply by posting on social media. This confirms studies conducted by other researchers, which found that younger consumers are eager to be a part of the conversation with their favorite brands. By posting on social media, younger consumers can start trends, initiate conversations on important social issues, and influence pop culture as a whole.
Some marketers have already started to capitalize on the fact that younger consumers are interested in being a part of the conversation. These brands have encouraged their customers to post user-generated content, which is then used to promote the brand. Data reveals that user-generated content receives more clicks, influences more purchases, and is more memorable and authentic than brand-created content. For these reasons, every beauty brand should be willing to embrace this strategy.
Beauty brands that are willing to listen to the wants and needs of these consumers can experience massive growth. Learn the best ways to reach these consumers by working with the team of marketing experts at Factory 360. Contact us today to learn how we can help transform your marketing plan to target these consumers!