I stumbled upon this interesting article in the NY Times about how beauty brands are responding to younger demographics wanting more politicalize products that have sustainable packaging and vegan, or eco-friendly. For example, many consumers look for a sunscreen that’s coral- and reef-safe for the environment.
There’s a messaging that a beauty brands needs to advocate. For example. Glossier, a very gen-z brand, promotes being your best self. Companies are expected to make political statements such as Black Lives Matter and other social justice movements.
Lastly, there is an uptick in consumer awareness. For example, as someone who frequents the skincare community, people are bashing on essential oils or fragrances. There’s been a push those this idea of ‘clean beauty’ where it has clean ingredients. Sephora even has this clean stamp of approval on products they deem as ‘clean’.
It is interesting to see how brands shift and respond to demographic changes especially since I’m personally on the cusp between Gen-Z and Millennial. I am also happier that consumers do hold greater accountability on brands.
