Teen-specific skincare brands cater to Gen Z in alternate ways
Trend - With acne-specific skincare typically being the main purpose targeted to teenagers in the skincare space, brands are refocusing to focus more on the values and preferences of young people. Products that include socially conscious elements or stigma-reducing branding are on the rise as brands attempt to cater to Gen Z consumers in this space.
Insight - As consumers, Gen Z are just as much concerned with the processes of the brands they’re purchasing from as they are the efficacy of the products being offered. With the knowledge that comes with access to the Internet and the socially conscious messaging that they observe and contribute to on social media platforms, these consumers are drawn to brands that speak to not just their needs, but the values they align themselves with.
Insight - As consumers, Gen Z are just as much concerned with the processes of the brands they’re purchasing from as they are the efficacy of the products being offered. With the knowledge that comes with access to the Internet and the socially conscious messaging that they observe and contribute to on social media platforms, these consumers are drawn to brands that speak to not just their needs, but the values they align themselves with.
Workshop Question - How could your brand alter its messaging to better appeal to Gen Z?
Trend Themes
1. Values-based Skincare - Brands are using social consciousness and stigma-reducing branding to cater to the values and preferences of Gen Z consumers, creating an opportunity for innovation in skincare products that align with ethical and socially conscious values.
2. Clean and All-natural Skincare - Thirsty Naturals and similar brands are filling a market gap for non-toxic and plant-based skincare products for teenagers, which presents a disruptive innovation opportunity for businesses that prioritize health and sustainability.
3. Celebrity-backed Beauty Brands - The launch of Florence by Mills shows that actress-backed beauty lines catering to teens can be successful, which offers an opportunity for businesses to consider partnerships or collaborations with influential figures to market their brand and products.
Industry Implications
1. Skincare and Beauty - With the rising demand for values-based, natural skincare products, and celebrity-backed beauty brands, there is an opportunity to innovate and disrupt the skincare and beauty industry as whole.
2. Personal Care Products - Teen-targeted non-toxic personal care products, such as deodorants, are gaining traction, indicating that there is a growing market for clean, non-toxic personal care items.
3. Vegan and Sustainable Products - The increasing demand for vegan and sustainable products, such as Millie Bobby Brown's vegan-friendly Florence by Mills line, represents an opportunity for innovation and disruption in industries that prioritize plant-based and sustainable solutions.
