People

This week, People Week, focuses on people as it relates to consumers, factory workers, and citizens.  Thought provoking questions arose such as “Who makes the products you use?” and “What are the working conditions ?”  or “ What do consumers want and value ?” In terms of the younger generations like Gen Z , their habits of consumerism vary from older generations. For example, as consumers they are focused online, before purchasing Gen Z typically looks at reviews and trends (McKinsey, 2023).Gen Z also doesn’t buy physical copies of products, instead opting for subscription services (McKinsey, 2023). Gen Z in addition holds brands to high standards of sustainability, diversity and inclusion (McKinsey, 2023). Appealing to Gen Z and marketing to them can be done through matching these ideals. Such as brands having an online following or having brand deals with popular influencers. Brands should also produce subscriptions, for example a monthly beauty box for cosmetics brands. A focus on sustainability, diversity,and inclusion should be at the forefront of a brand’s marketing schemes. An example of a company that responds to diversity and inclusion well is Fenty Beauty. Their foundation line dropped with 50 shades,including 50 matching conclears and blushes,bronzers, highlighters that also differ in shade range and color tone.Due to the lack of diversity in the beauty industry, with foundation ranges consistently leaving out darker skin tones, Fenty Beauty’s existence has been a response to this. As such this has had a big impact in the industry standards, leading to more brands expanding their shade ranges and new standards to live up to(Little, 2020). In terms of people skills, for a cosmetic brand to be successful,adaptability,influence, and collaboration are all key players. Adaptability is important becuase trends and the market are constantly changing so keeping up with these are key to staying relevant as a brand. Influences due to the appeal to different types of people, like Fenty Beauty in their inclusivity. Lastly, collaboration, for multiple brands to collaborate or even online influencers involvement will have a positive outcome due to marketing to younger generations. An example of brands employing these key people skills are Colourpop with their collaboration with Sailor Moon. With Sailor Moon being a popular anime from the 90’s-00’s, adaptability, influence and collaboration have all shown through.  Due to the trend of anime, collaboration with Sailor Moon, and influence with multiple younger generation’s nostalgia with Sailor Moon. 

Bibliography: 

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.( date accessed 10 October 2023)

Little, C.D. (2020). Makeup in the World of Beauty Vlogging: Community, Commerce, and Culture. [online] Google Books. Rowman & Littlefield. Available at: https://books.google.co.uk/books?hl=en&lr=&id=v3n_DwAAQBAJ&oi=fnd&pg=PA37&dq=fenty+beauty+diversity&ots=kE8C_8I0w3&sig=HY8YFRaFM4i5y4Ps34jAJdLx4v8&redir_esc=y#v=onepage&q&f=false[Accessed 13 Oct. 2023].