SlideShare a Scribd company logo
Targeting
Millennials + Gen Z
Sourabh Sharma
@figorout
@sssourabh
let’s party
the biggest population demographic
Gen Z,
25.9%
Millennials,
24.5%Gen X,
15.5%
Baby
Boomers,
23.6%
Maturists,
10.5%
Mashable 2018
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
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
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
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)
Targeting Millennials + Gen Z in Beauty Marketing
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
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)
… 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
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
by acquiring consumer trust, you
are now in an era of
marketing experiences
marketing strategies
social media and influencers
clear communications
a brand or product story
experiences via technology
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
41%
58%
74%
80%
Baby boomers
Gen X
Millennials
Gen Z
RetailDive 2019
social media significantly influences shopping
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
consistent content with a cross platform approach
builds engagement and loyalty
content
consistency
engagement
loyalty
UZ BY FLOWFUSHI
engagement: love is a two way street
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.
the trust factor in influencers
popular kid in school
+
“trust”
+
enables passive marketing
The most
engaging of
discovery
platforms
identify influencers whose personalities
and beliefs are relevant to the brand, and
who can engage their audiences with
trust
32% of Gen Z & millennials feel that without
YouTube, their look wouldn’t be complete
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
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
short attention spans multiple screens
100% PURE
🍒 Fruit Pigmented Makeup
🐰 Natural & Cruelty Free Skin Care
sustainability is expected
so target your communications to:
sustainability is expected
… so inform users of the benefits of your
product
why are they purchasing a beauty product?
where does the ‘sustainable’ part apply?
ingredients processes packaging
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
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
Targeting Millennials + Gen Z in Beauty Marketing
millennial
Cool Experience
Cool Product
product or experience?
Deep Focus (2019)
gen Z
60%
40%
-23%
-77%
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)
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
tech: making brands relatable and convenient
online:
use technology to
create an experience
for your product
Technology should be
• intuitive
• relevant
• compliment the in-store trying
experience
offline
social media and
tech savvy pop ups
and in store
experiences
• Photo worthy backdrop
• Free styling services
• Ultimately, good
products
pop up experiences:
products, technology,
services, shareable
content creation
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
marketing strategies
utilize social media and influencers
deliver clear communications
create a brand or product story
create experiences via technology
by acquiring consumer trust, you
are now in an era of
marketing experiences
gen z and millennials do like to party
gen z and millennials do like to party
let them party with your brand
Targeting
Millennials + Gen Z
Sourabh Sharma
@figorout
@sssourabh

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Targeting Millennials + Gen Z in Beauty Marketing

  • 1. Targeting Millennials + Gen Z Sourabh Sharma @figorout @sssourabh
  • 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