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.

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