People
As a community, people play a huge role in the making, selling and buying of cosmetic products. Brands are now catering to gen Z consumers by expanding their shade range, promoting inclusivity and featuring diverse models in their campaigns. Helping the industry to evolve and expand to the wider needs of the new generation.
Gen Z are people born within the years 1996-2010 and are becoming companies new target audience, forcing organisations to look beyond tangible products and advertisement. Looking at a new way of marketing online, such as on TikTok and instagram (McKinsey, 2023) gen Z are also going against traditional societal structures, with two-thirds agreeing the traditional gender roles are outdated. Generation Z are now searching for brands that are actively embracing the new culture of diversity and expression of identity (Mintel, 2023)
Gen Z consumers are arguably one of the hardest generations to attract. Growing up online with very short attention spans and can easily spot a marketing gimmick. 80% say they are more likely to trust a brand more if they use real consumers in their advertisements and 70% of Gen Z say they are more likely to buy a product after seeing a marketing video compared to written reviews (Brzezicki, 2023) The cosmetic brand e.l.f has recently taken over Maybelline in popularity with gen z consumers. Focusing in on the generations love for new online trends as e.l.f became the first beauty brand to launch a branded hashtag challenge on TikTok featuring an original song (Deyo, 2023)
Tarte released a new foundation in 2018 which caused uproar from consumers due to lack of inclusivity in their shade range, with only 3, barely dark, shades in the collection (Elizabeth, 2018) many influencers cut brand deals with Tarte and refused to advertise their products on their social media platforms due to their lack of inclusion for the wider community (Scott, 2018). Tarte apologised to consumers on their mistake and revealed that they will be releasing 10 new shades. However, the damage had already been done to the brand and many were appalled by their decision to prioritise the lighter skin shades (Baragona, 2018)
Brands especially in the cosmetics industry have a range of competition and in order to succeed key people skills are needed for example communication, flexibility, being open minded and able to adapt to change in the environment. Cosmetologists work with a diverse range of clients and colleagues The ability to interact with and speak with clients, listen to their concerns and work with them to provide the services they want is highly important (Parker, 2023)
Reference list
Baragona, L. (2018). Fans are furious after Tarte unveiled its new foundations that cater almost entirely to white people. [online] Insider. Available at: https://www.insider.com/tarte-cosmetics-shape-tape-foundation-range-2018-1#:~:text=Eventually%2C%20Tarte%20revealed%20that%20they [Accessed 13 Oct. 2023].
Brzezicki, A. (2023). Marketing to Gen Z: What the new consumers want. [online] Bazaarvoice. Available at: https://www.bazaarvoice.com/blog/marketing-to-gen-z/#h-8-ways-to-attract-gen-z-customers.
Deyo, J. (2023). How legacy beauty brands are aging down to reach Gen Z. [online] Marketing Dive. Available at: https://www.marketingdive.com/news/beauty-marketing-gen-z-elf-cosmetics-estee-lauder-loreal-2023/651167/.
Elizabeth, D. (2018). People Are Calling out Tarte Cosmetics for a Lack of Diversity. [online] Teen Vogue. Available at: https://www.teenvogue.com/story/people-calling-out-tarte-cosmetics-lack-of-diversity [Accessed 13 Oct. 2023].
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.
Mintel (2023). The Future of Consumer Behaviour in the Age of Gen Z | Mintel. [online] www.mintel.com. Available at: https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/.
Parker, S. (2023). Cosmetology Skills: Definition and Examples. [online] Indeed Career Guide. Available at: https://www.indeed.com/career-advice/resumes-cover-letters/cosmetology-skills.
Scott, E. (2018). Tarte Apologises for Lack of Shape Tape Foundation Shades for Darker Skin. [online] Metro. Available at: https://metro.co.uk/2018/01/19/tarte-responds-backlash-lack-shape-tape-foundation-shades-darker-skin-7241853/ [Accessed 13 Oct. 2023].