While the ‘tweens in Sephora’ headlines have raised a lot of eyebrows and some deeper concerns, it’s clear that Generation Alpha has a thirst for beauty products based on science and can potentially alter the future industry landscape.
Generation Z can be a puzzle for beauty companies, as they don’t appear to have the same levels of brand or product loyalty as their predecessors. What do marketers and R&D experts need to know about this generation?
Global integrated agency Impero has researched how challenger brands can redefine beauty advertising for younger consumers. Its Head of Strategy Charlotte Willcocks shared her insights.
Givaudan Active Beauty has developed face mask formulas that it says tap into the specific needs of Generation Z – a rising demographic that associate beauty with confidence, self-expression and naturalness.