To win Gen Z consumers’ hearts this Valentine’s Day, legacy beauty companies must care about more than what’s in their carts.
Many of Gen Z’s beauty users are gravitating to founder-led, independent or “vision-led” brands. “Vision led” means brands that were founded in and stand for a meticulously crafted passion.
A great example of this is Gen Z favorite Rare Beauty, which is not only pioneered by celebrity founder Selena Gomez, but is rooted in supporting mental health, donating donates 1% of every purchase toward its mission.
And let’s not overlook Gen Alpha, whose fascination with beauty is growing by the day.
But all hope is not lost for legacy brands. Smart marketing strategies could benefit the older and more established brands that are struggling to connect with younger generations.