Targeting Millennials + Gen Z in Beauty Marketing
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Strategies for targeting beauty consumers keeping in mind their mindsets and the delineation between the age-ing millennials and coming of age of Gen Z.
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Targeting Millennials + Gen Z in Beauty Marketing
- 1. Targeting Millennials + Gen Z Sourabh Sharma @figorout @sssourabh
- 2. let’s party
- 3. the biggest population demographic Gen Z, 25.9% Millennials, 24.5%Gen X, 15.5% Baby Boomers, 23.6% Maturists, 10.5% Mashable 2018
- 4. millennial • 1980 – 1995 • 65 million • 9/11 • Crises (‘00/’08) • Reality TV • 1995 – present • 80 million • Justin Bieber’s arrest • Trump’s presidency • Cloud Computing Ages Population Formative Experiences demographics Vision Critical (2019) gen Z
- 5. millennial • Entrepreneurial (‘quick rich schemes’) • Discoverability • Optimistic • Prefer savvy products, influenced by bargains • Stable Careers • Success • Realistic • Prefer products that work and are trusted Economics Work For Mindset Shopping psychographic Vision Critical (2019) and Marketo (2019) gen Z
- 6. millennial • $600 billion • 37% in 6 months • 51% compare prices • Share things • $44 million • 53% in 6 months • 43% compare prices • Create things Spending Power Mobile Purchases Bargains Equation with Brands purchasing Vision Critical (2019) gen Z
- 7. millennial • Choice overload • Floppy disks • 2 • 12 seconds • Phone (separation) anxiety • Flip phones • 5 • 8 seconds gen Z Stress Cause Never Heard Of “Screens” Used Attention Span behavioral Vision Critical (2019) and Mashable (2019)
- 9. millennials and gen Z expect sustainability to be a value of a company that sells products millennial gen Z 94%-87% Companies should address social and environmental issues Drapers 2019
- 10. the brands they choose to bring into their life add to their outlook, opinions and overall personality millennial gen Z 50%-38% Brands say something about a person, their values, and how they fit in Cone Communications Survey (2019)
- 11. … and they will pay for it millennial gen Z 40%-39% Pay full price for items made in a sustainable or environmentally friendly way Cone Communications Survey (2019) Compared to 36% for overall average
- 12. 46% 48% 75% 76% Spend time researching ethical and sustainable brands Abandon purchases if brand does not fit values Pay more for sustainable products Sustainability is important when shopping Drapers 2019 sustainability is a priority across these generations
- 13. by acquiring consumer trust, you are now in an era of marketing experiences
- 14. marketing strategies social media and influencers clear communications a brand or product story experiences via technology
- 15. the world of social media and influence • 1% believe in ‘traditional’ advertising • 94% trust word of mouth • Over 90% believe in influencers • 36% turn exclusively to social media influencers in their decision making
- 16. 41% 58% 74% 80% Baby boomers Gen X Millennials Gen Z RetailDive 2019 social media significantly influences shopping
- 17. successful beauty brands do 2 things well on social media communicate clearly with a cross platform approach incorporate engagement - Co-create or naming products - Crowd-sourced seasonal campaigns
- 18. consistent content with a cross platform approach builds engagement and loyalty content consistency engagement loyalty UZ BY FLOWFUSHI
- 19. engagement: love is a two way street
- 20. Ingredient Knowledge Ayuna: Less is Beauty Natural + Cruelty-Free + Vegan-Friendly Uses social media only to discuss every ingredient. Special Edition Youth to the People, 100% vegan and cruelty free launches a special edition Earth Day cleanser on social media.
- 21. the trust factor in influencers popular kid in school + “trust” + enables passive marketing The most engaging of discovery platforms
- 22. identify influencers whose personalities and beliefs are relevant to the brand, and who can engage their audiences with trust
- 23. 32% of Gen Z & millennials feel that without YouTube, their look wouldn’t be complete
- 24. millennial • Amazon • 52% • YouTube • 72% Favorite website Visit YouTube daily YouTube (launched in 1995) remains a favorite in the beauty industry Vision Critical (2019) gen Z “How To” videos Discover new brands Entertainment
- 25. 69% 80% 85% visit a familiar store based on a campaign discover new retailer and visit the store discover new products MediaKix 2019 social media powers product trial, awareness and store visits The most engaging of discovery platforms
- 26. short attention spans multiple screens 100% PURE 🍒 Fruit Pigmented Makeup 🐰 Natural & Cruelty Free Skin Care sustainability is expected so target your communications to:
- 27. sustainability is expected … so inform users of the benefits of your product why are they purchasing a beauty product?
- 28. where does the ‘sustainable’ part apply? ingredients processes packaging
- 29. where does the ‘sustainable’ part apply? ingredients processes packaging do these benefit the ‘beauty’ or the ‘mission’? health anti-irritation ease of application convenient gives back to organizations recyclable
- 30. Veque Nails • All vegan ingredients smooth, nourished canvas • Gives back to charity matches user values clear sustainable benefits product benefits Aether Beauty • Vegan ingredients + gem infused color one swipe smooth application • Recyclable, mirror-less, 0-waste package matches user values
- 32. millennial Cool Experience Cool Product product or experience? Deep Focus (2019) gen Z 60% 40% -23% -77%
- 33. millennial Cool Experience Cool Product product or experience? gen Z 60% 40% -23% -77% create an experience, but ensure it is backed by a solid product story Deep Focus (2019)
- 34. Ingredient and Science Story Nue Co Skin Food Made from whole foods and organic ingredients. The SkinFood + Prebiotic sold out with a 2000 people waitlist. Founder Story SaltyGirl Beauty founder battled cancer while pregnant and launched all natural makeup, with proceeds going to Foundation4Love
- 35. tech: making brands relatable and convenient
- 36. online: use technology to create an experience for your product Technology should be • intuitive • relevant • compliment the in-store trying experience
- 37. offline social media and tech savvy pop ups and in store experiences • Photo worthy backdrop • Free styling services • Ultimately, good products
- 38. pop up experiences: products, technology, services, shareable content creation
- 39. Branding Cruelty free, toxin free Social listening for trends Product development (matcha lip balm) Production turnaround 45 day production cycles Social savvy pop ups Instagram-able pop ups and experiences Sales $4 million in 18 months
- 40. marketing strategies utilize social media and influencers deliver clear communications create a brand or product story create experiences via technology
- 41. by acquiring consumer trust, you are now in an era of marketing experiences
- 42. gen z and millennials do like to party
- 43. gen z and millennials do like to party let them party with your brand
- 44. Targeting Millennials + Gen Z Sourabh Sharma @figorout @sssourabh