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).

This pillar acknowledges the connection between brands and people as consumers and employees. It is important that brands relate to their consumers by monitoring trends associated with their generation. According to the Cambridge Dictionary, a generation is a group of people who were born generally around the same time and have experienced similar world events. Gen Z is the generation that was born between 1997-2012, grew up with the development of the iPhone and social media as well as both the Ebola and COVID-19 outbreaks (Eldridge, 2023). This generation has been found to more liberal than previous generations, with 60% agreeing that same-sex couples should adopt children and more ethically-conscious with about 65% stating that they would try to find the sources of products before they purchase them and approximately 80% claiming they would not buy products from brands attached to controversy (Francis & Hoefel, 2018).

Studying consumer behaviour trends in this generation can help brands determine how they can attract them (Keever et al, 2021). Gen Z places high value on ethics, authenticity and diversity so one would assume that if a brand is to effectively market itself to this generation, it would have to prioritize these elements (Francis & Hoefel, 2018). Brands must be transparent with their trade practices as well as advocate for diversity within their workspaces and in their marketing to consumers. They must also be involved in environmental restoration and develop sustainable methods within the brand to help portray themselves as desirable to Gen Z because they are more conscious of climate change and are actively fighting to stop it (Keever et al, 2021). Lastly, a presence online in both the social media and e-commerce spaces could have a positive impact on brands as this could help them reach a larger consumer base. According to the Statista Research Department (2022), about 67% of Gen Z consumers in the UK aged 18-24 purchased fashion goods online in the second quarter of 2022.

Guide Beauty, an American cosmetic brand that provides accessible makeup tools for people with dexterity and motor disabilities is a great example. Their Guide Wand tool has a finger rest and round handle for steadier application and a precision tip that curves to fit eye contours. They are inclusive, vegan and cruelty-free and use Tiktok amongst other platforms to promote their products to Gen Z consumers (Guide Beauty, 2023:Vogue, 2022).

Bibliography

Becker, K., 2022. Selma Blair Is Helping Redefine Makeup Design in Her New Job as Creative Director of Guide Beauty. [Online]
Available at: https://www.vogue.com/article/selma-blair-creative-director-of-guide-beauty
[Accessed 19 October 2023].

Eldrigde, A., 2023. Generation Z: demographic group. [Online]
Available at: https://www.britannica.com/topic/Generation-Z
[Accessed 19 October 2023].

Francis, T. & Hoefel, F., 2018. ‘True Gen’: Generation Z and its implications for companies. [Online]
Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
[Accessed 19 October 2023].

Guide Beauty, 2023. About Us. [Online]
Available at: https://www.guidebeauty.com/pages/about-us
[Accessed 19 October 2023].

Keever, M., O’Rourke, V. & Diffley, S., 2021. Generation Z an exploration of their unique values driving brand affinity. [Online]
Available at: https://www.researchgate.net/publication/357187322_Generation_Z_an_exploration_of_their_unique_values_driving_brand_affinity
[Accessed 14 October 2023].

Statista Research Department, 2022. Share of shoppers buying clothing and shoes online in the United Kingdom (UK) in the 2nd quarter 2022, by generational cohorts. [Online]
Available at: https://www.statista.com/statistics/1337816/online-fashion-shoppers-by-generation-uk/#statisticContainer
[Accessed 14 October 2023].

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/

Amongst the four pillars, people are at the forefront of the fashion and cosmetic industry, with this pillar in particular allowing us to understand and explore deeper into consumer-business relationships. Gen z, in particular, have had an immense influence over the industry due to their strong concern for environmental and social issues within society, seeing them favour brands that align with their beliefs and avoiding those that don’t (Amed et al, 2019). As consumers, they value transparency from companies, with no fear towards boycotting brands with unethical values and views, ultimately placing more pressure on companies to maintain responsibility.

Figure 1: how important is it that a fashion brand shows it is: environmentally and ethically sustainable (Drapers, 2023)

Due to a drastic change in outlook between the Millennial Generation and Generation Z, companies need to be more aware of the new consumer needs of Gen Z. Brands need to reassess and focus on consumption as an access rather than possession, an expression of individuality and a matter of ethical concern (Francis and Hoefel, 2018). Despite this, the fashion and beauty industries are designed in an opaque manner, hiding its exploitative nature. This no longer holds up, due to generational shifts in mindsets, where Gen Z is adding new pathways to fashion by putting forth their thoughts regarding creative styles and designs that are being sought (Muralidhar and Raja, 2019). 

A brand that executes the valued, ethical qualities of Gen Z (e.g – diversity) well is singer Rhianna’s Fenty beauty. When Fenty launched the Pro Filt’r Foundation, they released it in 40 shades which all focused on hard to match skin tones, pinpointing universal shades, and creating formulas for all skin types (Werle, 2019).  The release of the brands 40 shades was met with mixed opinions, both positive and negative. Many brands responded to this by launching new formulations with 40 shades or adding extra shades to existing lines, while others who already had 40 shades didn’t see the impact. However, when comparing the lightness values of Fenty beauty’s 40’ shades to Makeup Forevers, it was evident that Fenty’s foundation was more evenly distributed to support a greater range of skin tones, whilst Makeup Forever’s failed to reach the richness or extensiveness of Fenty’s (Li, 2018). 

Figure 2 & 3: A depiction and comparison of Fenty Beauty’s 40 shades of foundation vs Makeup Forever’s 40 shades (Li, 2018)

In order for cosmetic brands to be successful, they need the ability to communicate, understand and then translate customer needs through into their products, like Fenty beauty’s 40 shade foundation. By being able to confidently give consumers what they ask for, whilst upholding the immensely high standards set by Gen Z’s shopping trends, cosmetic brands would be able to increase their credibility and reliability with customers, which in turn would increase their popularity.

References: 

Amed, I.A, Balchandani, A.B, Beltrami, M.B, Berg, A.B, Hedrich, S.H & Rölkens, F.R. (2019) Mckinskey & Company: the Influence of Woke Consumers on Fashion Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion (Accessed: 11 October 2023)

Drapers (2023) How important is it that a fashion brand shows it is: environmentally and ethically sustainable? Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2023 (Accessed: 10 October 2023)

Francis, T.F. & Hoefel, F.H. (2018) Mckinsey & Company: ‘True Gen’: Generation Z and it’s implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 11 October 2023)

Li, J.L. (2018) The Pudding: The diversity of  Makeup shades. Available at: https://pudding.cool/2018/06/makeup-shades/ (Accessed: 15 October 2023).

Muralidhar, A. and Raja, A.S., 2019. Understanding the purchase intention characteristics of Gen Y and Gen Z and introspecting the modern demand variables in fashion industry. International Journal of Scientific and Engineering Research, 10(12), pp.144-170. (Accessed: 14 October 2023)

Werle, A., 2019. Beyond Light, Medium, and Dark: Diversity and Inclusivity in the Makeup and Beauty Industries. (Accessed 14 October 2023)

The people pillar accentuates the significance of customers, colleagues, and other businesses. It explores ethical labor practices, featuring fair wages and humane working conditions, along with adhering to customer requirements. This pillar supports the substantial increase in diversity and inclusion amongst the fashion industry, promoting equal opportunities for people of all backgrounds. Numerous brands implement these concepts, aiming to target a diverse demographic, with their focus currently on Gen Z.

Gen Z, born between 1995 and 2010, constitutes a demographic that has had extensive exposure to the internet and social media, leading to a significant dependency on these platforms in their daily routines. This is evident in their shopping habits, dating preferences, and online connections, making a large portion of this generation trend-oriented, especially with the widely popular social media app TikTok. Their loyalties appear to lie with ethical brands, emphasised by their desire to address conflicts and improve the world, along with valuing individualistic expressions which can be seen through distinctive clothing choices, intending to stand out rather than conforming.

To appeal to Gen Z, businesses are likely to market their products through TikTok and Instagram, where they’re more prone to buying goods due to the ease in accessibility along with exposure, as they comprise of TikTok’s 60% of users out of the 1 billion. Gen Z also value brands that incorporate sustainable practices, along with those that are known to advocate inclusivity. They are highly unlikely to support brands that endorse discrimination such as racism or homophobia, as communicated in figure 1.

This may lead to brands being open and truthful about their values, as seen with Dove, a company that has implemented tangible measures to promote inclusivity in beauty for women of all backgrounds, through delineating women as they are with zero digital distortion, along with including different ages, sizes, ethnicities, hair colour, type, and style, reflecting the population’s diversity. This message was conveyed through TV commercials, magazine features, talk shows, and an online global conversation. For more than 15 years, the Dove Self-Esteem Project has provided body confidence and self-esteem education to over 60 million young individuals, establishing itself as the largest provider of such education, via collaboration with recognized specialists in body image and leading universities to create education tools grounded in evidence.

For brands to thrive within the industry, key people skills such as active listening, strong communication, and integrity are a small selection required. Active listening involves understanding a colleagues or consumers wants and needs to effectively problem solve, accompanied with clear communication to deliver fulfilling results.

REFERENCES

Celebre, A. and Waggoner Denton, A. (2014). The good, the bad, and the ugly of the Dove Campaign for Real Beauty | Magazine issue 2/2014 – Issue 19 | In-Mind. [online] In-mind.org. Available at: https://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty.

Dove (2018). The ‘Dove Real Beauty Pledge’. [online] Dove UK. Available at: https://www.dove.com/uk/stories/about-dove/dove-real-beauty-pledge.html.

‌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.

Smith, J. (n.d.). The 20 People Skills You Need To Succeed At Work. [online] Forbes. Available at: https://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/?sh=11792cac3216 [Accessed 18 Oct. 2023].

Wood, S. (2013). Generation Z as Consumers: Trends and Innovation. [online] Available at: https://archive.iei.ncsu.edu/wp-content/uploads/2013/01/GenZConsumers.pdf.

www.mckinsey.com. (n.d.). Generation Z characteristics and its implications for companies | McKinsey. [online] Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/.

Association of individuals and the society in the fashion industry has been ongoing ever since fashion was invented. Due to the increase in demand of certain categories of goods, supply will automatically rise to reach equilibrium. Stating the obvious, Gen Z are the first generations to grow up with online social experience. According to CivicScience data show that 90% of Gen Z adults aged 18-24 report they use social media, compared to 88% of Millennials aged 25-34. Nowadays, products sold online are all advertised digitally including via throughYouTube ads, Instagram, Facebook etc. demonstrating easier ways to find merchandise without physically going out to buy them. Moreover, in many’s opinion ,goods are usually ideal to our desire, requiring less time and effort to acquire them. Digital natives often turn to the internet when looking for any kind of information. On another hand, growing up in an uncertain economy and being raised by more frugal Gen Xers have less entitled more money conscious generational cohort than Gen Zers (Jeff Fromm, Angie Read 2018) meaning GenZers are more likely to spend money on unnecessary items due to no careful consideration and ‘Fear of missing out’(FoMo). Overall, The purpose of social media in the fashion industry is to act as a main channel of communication from consumers to the industry. (Hoskins 2014, p. 34) 

Popular applications like TikTok, where 60 percent of the app’s one billion-plus users are GenZers(McKinsey&Company 2023), allow brands to directly respond and listen to consumers. Users become the deciders of trends. This is extremely beneficial to fashion brands but has generated the demand for fast fashion.

In order to attract more consumers like the Gen Zers, a generation which grew up with social media, therefore curate their online selves more carefully than those in prior generations have.(McKinsey&Company 2023), companies should aim for diversity in designs, applications and storylines. Brands like Charles Jeffrey Loverboy choose to create designs that have helped shape the queer clubbing scene. Their clothings are unisex, colorful and is a fashion powerhouse for today’s global LGBTQ+ community. Statistics shows that ‘Close to 40 percent of Gen-Z consumers prefer gender-neutral beauty products, compared to around 30 percent of older generations.’ (BOF, 2023)

To summarize, in the fashion industry, being creative and open minded are a great approach to build a strong partnership between coworkers of different ethnicities, societies, and beliefs . In Addition, living in the world of newly advanced technology “The Five KeySkills Expected to be Required in the Industry 4.0 Are: Digital Skills; Programming skills for Robots and Automation; Working with Tools and Techniques; Technology & Computer Skills; and Critical Thinking” (Stolzoff, 2018). 

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Citation reference –

University of Arkansas, Fayetteville (Rachel Peter 2023 )

Fashion for the Earth. Earth Day.(earthday.org 2023)

Stitched up: The anti-capitalist book of Fashion. Pluto Pr (Hoskins, T. E. 2014).

CivicScience; Social Media Trends Among Gen Z and Millennials (Sara Shriber 2023)

The rules for reaching this vast and very different generation of influencers (Jeff Fromm, Angie Read (2018 )

McKinsey Explainers: What is Gen Z? (McKinsey&Company 2023)

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].

The protagonist of the fashion industry is the people. Whether the people behind the company who make products or the people who are the consumers waiting to buy these products. But in the end, everything and everyone is intertwined. The key point of this industry is to understand the differences between people and serve their needs which will lead the companies to success. This does not only depend on the consumers but also the workers, the producers who need the safe and compromising environment to deserve the price of their work. With technological developments and the use of social media the sources needed to achieve these fundamental points are easier to perfect.

Different generations of customers play a big part in the marketing aspect of a business. Today’s generation, which is called “Gen Z,” is a generation that grew up with the internet. Being the first “digital natives,” their main interest is following the “trends” online that suits them the best. Therefore, brands must engage with the progress made in the social media networks. (Francis, T. and Hoefel, F., 2018)

Nowadays, with the use of TikTok, numerous brands have started to increase their number of consumers and also their income as well. This strategic marketing is what brands need to be using to adapt into today’s world of selling. Marketing teams need to expand their horizons and think from a Gen Z point of view and engage in social media.

With the responsibility of answering people’s needs there is a big issue involving diversity. Some brands have started to raise awareness to this topic where some brands are still not quite achieving what they should be doing. An important step was taken the cosmetics industry when “Fenty Beauty” launched their foundation and concealer. The shade range of these products were really diverse, and it meant that every person from different skin tones were able to find their perfect match. This being an example diversity is not just about skin tones but also knowing different cultures.

For a brand to be successful people who work need to have good communication skills to talk with their consumers. They need to understand their needs, cultures and ask what they want. Also teamwork is also a crucial point in a business such as beauty where the competition never ends. Talking with your team to have the best products and the brand that everyone would prefer is unachievable without communicating with people.

Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

The A to Z on gen Z (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z