Digitally Driven
This digitally savvy generation is very well versed so it’s no surprise that they are buying the latest products via social media. With hashtags like #getreadywithme and #outfitoftheday as well as videos on platforms such as Tik Tok and YouTube, they are more than happy to experiment with skincare, wellness, cosmetics, and haircare. According to McKinsey’s 2023 global consumer survey, 45% of Gen-Z respondents said they try new brands every two to three months. Gen Z is also a video-first generation whilst older generations turned to department store beauty counters for advice, they are tuning into YouTube tutorials to discover how to get creative with their makeup.
Gen Z Trends
This is the generation that wants is all – Millennials initially drove much of the mainstream interest in diversity in the beauty industry. Yet, Gen Z is the most distinct generation to date when it comes to gender, ethnicity, sexual orientation and more.
Sustainability – Gen Z’s prefer to use their purchasing power to champion sustainability causes. From buying makeup products from ethically conscious brands to purchasing clothes intended for long-term wear, Gen Z is willing to pay extra for environmentally friendly products to reduce their impact on the environment.
Mental Health – There is no denying that all that is happening around us has a direct impact on our mental health and wellbeing. As interest in this topic grows Gen Z’s are likely to get even more in tune with mental wellbeing over the years. Generation Z often complains of mental health issues and considers it to be a major factor in disrupting work environment and efficiency and how this reflects on their physical health.
Brands are changing
Gen Z is living in an age where finally, brands are telling you it’s ok to be you. Part of this change has been driven by the rise of the influencer culture. Gen Z tells Gen Z how to look the best version of themselves. There are brand ambassadors publishing messages of gender neutrality and how makeup is for everyone. Brands are tapping into this desire for self-expression and the need to break down gender barriers.
Fenty by Rihanna is one of the first celebrity beauty brands that has understood what their audience wants. It appeals to the Gen Z market in many ways. It appreciates diversity, specifically creating forty shades of foundation so that everyone can find their perfect match. It has also embraced sustainability, as a cruelty free brand, they have turned their back on shipping to China, as Chinese regulations require products to be tested on animals.
YSL Beauty, launched Nu Collection, a genderless skin care and makeup line in 2021. NU is all about enhancing, rather than covering up. YSL is one of many companies looking to appeal to Gen Z consumers by building buzzwords such as inclusivity and sustainability into their brand tenets. The brand also considered packaging, not all people want to use products packaged in glitter and traditionally feminine flourishes — minimal tubes and bottles are free of gendered connotations, placing skincare and makeup in the same realm as mundane, everyday basics as hand soap or toothpaste.
H&M Beauty has launched an exclusive collection of 10 everyday vegan essentials for Gen Z consumers, from a frictionless razor to a body moisturiser, with prices starting at £2.99. The brand is called OHH! (Oh Hey Hero) and has been designed to offer “an honest and modest curation of products that make life a little easier and a whole lot more enjoyable”.
This consumer is no longer looking for ways to perfect their look – they are looking for brands who encourage them to play on their imperfections, and what makes them, them. For budding beauty brands, it’s important to have a strong purpose, so that Gen Z consumers can clearly see what role the brand plays in their fast-paced world. It’s fair to say that the days of Dream Matte Mousse and ‘covering up’ really are over. Beauty is not what it once used to be, there is no ‘ordinary’ anymore.
If you are looking to develop a brand in the beauty, spa or wellness industry or you have an existing brand and you are looking for an expert consultancy to support you in moving things forward, get in touch, we would love to hear from you. Bespoke Advantage is an international beauty brand consultancy working with our clients to develop and grow their brands across the industry from concept to shelf.
We love partnering up with award-winning beauty and wellness brands, well-established companies, retailers, investors, trade bodies to bring your ideas to life. With over 60 years combined experience in building brands we know what it takes.
As a beauty brand consultancy, we support you in taking your business to the next level through strategy, brand management, product development. Introducing our 3 C’s – we draw upon years of Clarity, Creativity, Commerciality to deliver your results. We design brand identities and visual elements, create products, develop go-to-market strategies to help you to engage with your ideal customers. We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
We work with clients based in different corners of the world – from the UK, to Africa, Sri Lanka, Australia, the Middle East and across Europe. Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’