Beauty Store Business

AUG 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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8 August 2017 | Kim Henderson, Executive Editor "Gen Z'ers are the most ethnically diverse to date and have a much more fluid perspective on sexuality. They demand inclusivity and diversity from brands." Here Comes Generation Z I t's such a honor to feature Cosmetic Executive Women's Carlotta Jacobson on our cover this month! As you will discover in our cover story on page 58, she has done an extraordinary job growing the organization and providing curriculum, content, recognition and networking oppor- tunities that have enriched the entire beauty industry. Jacobson has made Cosmetic Exec- utive Women (CEW) more relevant than ever. So when a CEW event is in town, we go! At CEW's most recent West Coast event, "The New Beauty Dynamic," held on June 2 at the Fairmont Miramar Hotel in Santa Monica, California, our managing editor and I had the opportunity to meet with Lucie Greene, the worldwide direc- tor of the Innovation Group at J. Walter Thompson (its in-house futures and inno- vation think tank). Greene shared research data about the new generation of consumers—Generation Z. Ranging from age 12 to 19, this new generation has values and habits that are quite different from the millennial gen- eration. "It is very easy to see them as an extension of millennials because you see their digital habits and you think, they're the same," Greene says. But they were raised in different circumstances, which have shaped them in such a way that will make them challenging for brands. We'll run an in-depth article about this curious generation in an upcoming issue, but for now I can share some important charac- teristics as they apply to beauty. Gen Z'ers have grown up with mature social media platforms. They think of them- selves as brands and content creators. "They don't passively consume anything," Greene says. Unlike millennials, they are "retail agnostic." They don't need to be validated by brand. Having grown up in an age of bloggers and influencers, their heroes tend to be peer celebrities and have a social conscience. As a result, they are very sensi- tive to anything that is not genuine. "Brands need to be beyond soft sell and completely transparent to reach them," Greene says. Interestingly, Gen Z'ers still love the in-store experience. They don't like to wait and appreciate the instant gratification that comes from shopping in store. They also appreciate digital technology and respond well to virtual reality features to visualize what a certain cosmetic or beauty product does. Retailers, take note! Gen Z'ers are the most ethnically diverse to date and have a much more fluid perspective on sexuality. They demand inclusivity and diversity from brands. "For beauty, marketing is not just to girls—it is LGBTQ and beyond," Greene says. They want to see body diversity and those with disabilities represented, too. Since this is such a diverse bunch, beauty retailers need to offer skin care, makeup and hair care for many different skin types and hair textures. It's clear that CEW's West Coast Com- mittee delivered another event filled with valuable insights. Stay tuned for more! ■ EditorÕs Note

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