PEOPLE
People are complex beings with diverse perspectives and life experiences. Identities are formed from factors such as age, ethnicity, gender, sexuality, and social status, contributing to the richness of human diversity (Cerezo et al., 2019). It can be seen, now more than ever, that people are taking the initiative to appreciate and respect differences in order to coexist harmoniously and allow for a more inclusive society.
Born between 1997-2012, Gen Z values individuality, social consciousness, and above all, authenticity (Francis and Hoefel, 2018). Generation Z is an advocate for diversity that is multidimensional and authentic, embracing the full spectrum of human experiences and identities (Francis and Hoefel, 2018). People are at the core of a business. Due to Gen Z’s rapid increase in spending power, brands must capitalise on this opportunity as it is estimated that in 2026, this cohort “is projected to be the largest consumer population in the US” (H, 2020).
There are numerous approaches that can be taken to attract Gen Z consumers. Firstly, Gen Z expects representation of diversity in all its forms in order to support their choice of purchases (Carrasco, 2022). Brands must showcase diverse models, influencers, and spokespeople. Marketing should positively reflect the lived experiences of this generation. Strategic user-generated content can enhance authenticity, likely leading to strong consumer trust and loyalty. L’Oreal’s #WorthSaying campaign featured real people and advocates sharing what matters to them (Pearce, 2016).
Secondly, Gen Z looks for values alignment. Taking a stand on social issues and sustainability is crucial for this demographic (Francis and Hoefel, 2018). Fenty Beauty built loyalty by producing a foundation product line with 40 inclusive shade ranges that are suitable for all skin types (Rihanna, 2019). Consequently, it is said that Fenty made “$100 million in sales in its first few weeks” (Robehmed, 2019). This proves that brands can benefit from major business growth and satisfied, loyal consumers if they embrace diversity.
Thirdly, Gen Z is evidence-driven. They expect natural ingredients, ethical production, formulations that are safe (Francis and Hoefel, 2018). Skincare brand Florena uses vegan products, with at least 99.46% of their ingredients being of natural origin, and eco-packing to meet these expectations (Figueroa, 2023).
The cosmetics industry, as well as other sectors, has huge opportunities to engage Gen Z. But brands must ensure they fulfill the promises they are making to their consumers. Marketing must reflect culture and values. Putting people first and investing in diversity, sustainability, and transparency will enable cosmetics companies to develop genuine connections with this emerging generation of consumers.
Reference list
Carrasco, M. (2022) Council Post: Gen Z: Brands Need to Prioritize DEI and Gender Liberation Forbes. 1 March 2022 [online]. Available from: https://www.forbes.com/sites/forbesagencycouncil/2022/03/01/gen-z-brands-need-to-prioritize-dei-and-gender-liberation/ [Accessed 12 October 2023].
Cerezo, A., Cummings, M., Holmes, M. and Williams, C. (2019) Identity as Resistance: Identity Formation at the Intersection of Race, Gender Identity, and Sexual Orientation. Psychology of Women Quarterly [online]. 44 (1), p. 036168431987597. [Accessed 12 October 2023].
Figueroa, C. (2023) The future of beauty is green ZOE Magazine. 5 June 2023 [online]. Available from: https://www.zoemagazine.net/191735-the-future-of-beauty-is-green/ [Accessed 12 October 2023].
Francis, T. and Hoefel, F. (2018) ‘True Gen’: Generation Z and Its Implications for Companies McKinsey & Company. 12 November 2018 [online]. Available from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Accessed 12 October 2023].
H, S. (2020) Marketing to Gen Z: What brands should know and expect www.genzinsights.com. 15 January 2020 [online]. Available from: https://www.genzinsights.com/marketing-to-gen-z-in-2020-what-brands-should-know#:~:text=In%202020%2C%20Gen%20Z%20will [Accessed 12 October 2023].
Pearce, O. (2016) L’Oréal Redefines Word of Mouth with #WorthSaying | World Branding Forum World Branding Forum. 7 January 2016 [online]. Available from: https://brandingforum.org/news/loreal-redefines-word-of-mouth-with-worthsaying/ [Accessed 12 October 2023]. Robehmed, N. (6th June 2019) How Rihanna Created A $600 Million Fortune—And Became The World’s Richest Female Musician Forbes [online]. Available from: https://www.forbes.com/sites/natalierobehmed/2019/06/04/rihanna-worth-fenty-beauty/ [Accessed 12 October 2023]