People

Needs and wants from people led to the existence of businesses and companies. Making people the driving force for brands to create their products and who fund said creation. More specifically the accessibility of cosmetics that clear acne and pimples have never been better due to the demand of the majority of Gen z. Gen z, the most influential population at the moment, aged between 26-11 years old have the power to turn brands into multi-million corporations or demolish entire brands.  

As consumers, Gen z mainly rely on the internet for what they buy and where they buy it with 32% of Gen z consumers making online purchases at least once daily (Babcock, 2023). Clearly the internet and Gen z have a correlation which is likely due to the internet existing and becoming more advanced throughout gen z’s entire lives. Appealing to Gen z would be best done online specially through tiktok. Given that 62% of tiktoks population are gen z users making this an appropriate way to reach as many of them as possible (Bump, 2023). 

Diversity is extremely important in cosmetics since people are so different from each other diverse cosmetics are required. One brand that clearly has taken diversity into account is Topicals by creating products that tackle specific skin conditions whilst being safe for skin of colour such as hyperpigmentation or eczema. Their inclusivity is very apparent on their website where there are many models with an array of skin tones and with different skin conditions. This way of marketing is quite rare for cosmetic brands who tend to advertise perfectly clear skin. They have shown that their representation does not only exist on the surface level by pledging “to educate 10,000 skincare professionals about psychodermatology, and how to treat skin of colour by 2026”(Aguirre, 2023). 

The opinions of consumers are vital to a product’s success so it’s very important for cosmetic brands to have clear communication with their consumers. Communicating with consumers has never been easier with social media allowing brands to receive feedback upon a product’s launch as soon as possible. 

References:

(Babcock, 2023) 32% of Gen Z consumers shop online daily – https://thecurrent.media/gen-z-shopping-habits#:~:text=Daily%20digital%3A%2032%25%20of%20Gen,and%207%25%20of%20baby%20boomers.

(Bump, 2023) 57 TikTok Stats to Know in 2023 – https://blog.hubspot.com/marketing/tiktok-stats

(Aguirre, 2023) Topicals Skincare CEO on the Importance of Care & Culture – https://latina.com/topicals-skincare-ceo-on-the-importance-of-care-culture/