Interpreting in still life to communicate, this is the approach that reaches the target audience. This is how we at Studio Concept approach iGen.
Indice
Understanding Generation Z: characteristics and values
Knowing them is the best way to speak the same language, the natives between 1995 and 2010 are the first generation to fully experience the digital revolution. The data on this speaks for itself, Gen Z is a candidate for a clear change of direction.
The trend revolutionises the patterns of the past, fashion and convenience are no longer the real reference points. The iGen ride the wave of information with an evolved fluidity, digital natives are more capable of sifting through the vast amount of data and attributing their own critical interpretation to it.
The values are therefore those of loyalty but also of friendship, the Zoomers strive for authenticity earned in the field. Not particularly attached to material value, Generation Z is the one that most experiences luxury as the simple consequence of quality. Feeling part of a brand is no longer enough, the brand becomes a means of expression.
Generation Z between digital and reality: challenges and opportunities
The smartphone and other digital tools are almost the added apparatus. Post-Millennials live a daily life in which platforms play a central role. YouTube but also IG and Snapchat are not mere parentheses but enter into the mainstream.
Social living by no means means losing touch with reality, Gen Z in fact subverts the most traditionalist theses. Digital natives demonstrate an evolved interpretation of reality, attached to a strong critical sense and careful evaluation of the implications behind every choice. Digital and real are intertwined.
More than in past generations, the challenge lies in gaining attention through content that is up to the mark. Digitarians prefer to access information through dedicated videos, but images alone are not enough; they need solid supporting concepts. Influencers are a key to emerging, as long as they convey content of real value.
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How to create a cosmetics line for Generation Z: tips and strategies
The brand is important to the extent that it is able to respond to precise needs. Starting with listening is the first approach to developing a new cosmetics proposal. The value of the product is important, we need to know how to express it.
The iGen lives personalisation in a deeper way, it is no longer enough to conform but there is a need to connect with oneself. The lines therefore aim at enhancing one’s own beauty, cosmetics stop masking blemishes and turn them into a strength. Centennials want to recognise themselves as special.
Critical sense and attention to reality are important, which is why Generation Z does not lose contact with the physical store. There is a need to touch the product, to experience it first hand. Online sales therefore wink at the real approach, augmented reality is not enough. Cosmetics that work are not afraid of direct experience.
The new beauty: inclusiveness and sustainability for Generation Z
Never more than now, beauty passes through the lens of reality. Differences and imperfections become the added value, the meeting point in a generation that finally refuses to brand the concept of “different”. Beauty itself becomes the exaltation of diversity.
Digitalisation means breaking down barriers, the cosmetics economy is moving closer and closer to the concept of a single market. This offers a strong push towards a global approach to beauty, everyone has a right to beauty regardless of geography and latitude. Beauty Plurals’ is careful to interpret the concepts of inclusion.
Post-1995 natives prove to be among the most environmentally conscious. With easier access to data on the planet, Gen Z is committed to implementing solutions. The choice therefore rewards green beauty, which does not discriminate but above all respects the future. Cosmetics cannot ignore this.
Packaging design, visual concept, eCommerce & social media marketing for 2beautiful
Here the challenge lies in the conceptual representation of a brand directly aimed at the target group of digital natives. Indeed, the 2beautiful line proposes skin care that fully embodies the values and characteristics of the most promising beauty consumers.
The graphic approach can only be fresh but above all inclusive, the choice of packaging stems from the idea of celebrating diversity as an element at the basis of beauty. This demonstrates the brand’s vision, the cartoon style design allows a strong message to be conveyed through a lighter graphic choice.
The information is clear, the claim does not replace the most important data for choice. Packaging is itself a tool that nurtures critical analysis, shows ingredients, respects the environment and opens up insights. Images offer their full potential in the service of communication, creative force is added value.
Building a cosmetics line for Generation Z requires a deep understanding of the characteristics and values of this generation, which is characterised by its familiarity with digital, critical sense and search for authenticity. Digital natives, who grew up between 1995 and 2010, easily navigate the world of information and also seek genuine connections with the brands they choose.
