People
One fundamental pillar that stands tall in the cosmetic industry is the notion of putting “people first.” Understanding and responding to people’s wants and values, particularly those of influential Gen Z consumers, is critical. This blog digs into the distinct qualities of Gen Z, analyzes how brands may attract them, and emphasizes the value of diversity by exemplifying Yves Saint Laurent. Furthermore, it delves into the key people skills required for success in the cosmetics and fashion industries.
Gen Z is a generation recognized for its distinct traits, having been born between the mid-1990s and the early 2010s. (2023) They are technologically adept, place a high value on authenticity, and place a premium on sustainability. (Shaw, 2023) Gen Z is incredibly well-informed, frequently using digital platforms to gain product insights and recommendations. (2023) Understanding their expectations and preferences is critical for any cosmetics or fashion firm hoping to survive in the sector.
Furthermore, in order to attract Gen Z consumers, firms must recognize the importance of having a strong online presence. Given 97% of Gen Z’ consumers use social media as their top shopping inspiration, (Kastenholz, 2022) active participation on platforms like Instagram and TikTok is therefore crucial. Brands may greatly increase their exposure and influence among this tech-savvy group by building a strong online presence. It is also important to embrace innovation by producing distinctive and trendsetting items. Because of their high expectations, Generation Z is constantly on the hunt for the next big thing. (Barco, 2022) Brands that invest in R&D to create unique cosmetics can attract the attention of Gen Z consumers looking for items that stand out in an increasingly competitive market.
One of the brands that has been able to respond to diversity is Yves Saint Laurent, particularly in their approach to perfumes. They have a large selection of unisex scents on their website, with over 20 goods in this category. (2018) This approach celebrates diversity by recognizing that perfumes should not be limited to traditional gender standards. This not only represents a more inclusive position, appealing to a varied client base, but also coincides with Gen Z customers’ developing preferences, who are increasingly rejecting traditional gender stereotypes in beauty and personal care items.
Moreover, in the cosmetics and fashion industries, success hinges on cultivating key people skills. Effective communication, marked by clarity and transparency, connects with both Gen Z consumers and a wider audience. (Paulyne, 2023) Collaboration, through partnerships with influencers, models, and other brands, extends a brand’s reach and credibility, reinforcing its commitment to inclusivity in an ever-evolving market. (Kim & Kim, 2022)
References:
Barco (2022) Gen Z and Innovation – Barco bright insights #3, Cover – Barco Bright Insights #3. Available at: https://brightinsights.barco.com/barco-bright-insights-3/gen-z-and-innovation#:~:text=They%20thrive%20on%20change%20and,potentially%20strong%20pillars%20for%20innovation. (Accessed: 16 October 2023).
Generation influence: Reaching gen Z in the new Digital Paradigm (2023) WP Engine. Available at: https://wpengine.com/resources/gen-z-2020-full-report/ (Accessed: 20 October 2023).
Kastenholz, C. (2022) Council post: Gen Z and the rise of Social Commerce, Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/ (Accessed: 16 October 2023).
Kim, J. and Kim, M. (2022) Rise of social media influencers as a new marketing channel: Focusing on the roles of psychological well-being and perceived social responsibility among consumers, International journal of environmental research and public health. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8872418/ (Accessed: 16 October 2023).
McKinsey (2023) What is gen Z?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 16 October 2023).
Paulyne (2023) Gen Z communication style: A full guide about the ‘Instant’ gen, RSS. Available at: https://www.deskbird.com/blog/generation-z-communication-preferences#:~:text=For%20a%20generation%20that%20values,the%20Gen%20Z%20communication%20style. (Accessed: 16 October 2023).
Perfume goes genderless: The rise of the third option (2018) Perfumer & Flavorist. Available at: https://www.perfumerflavorist.com/fragrance/fine-fragrance/article/21856729/perfume-goes-genderless-the-rise-of-the-third-option#:~:text=A%20Diverse%20Market&text=9%20New%20York%20and%20Yves,are%20named%20after%20specific%20scents. (Accessed: 20 October 2023). Shaw, J. (2023) Why gen Z values sustainability: Tips for marketing to the eco-conscious generation., Kadence. Available at: https://kadence.com/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/#:~:text=Gen%20Z%20is%20a%20highly,the%20lead%20on%20environmental%20issues. (Accessed: 16 October 2023).