Marketing to a new breed of Gen Z beauty consumers

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

While buying make-up these days is often as easy as clicking a buy button, there is nothing easy about navigating the new breed of beauty consumers who are savvier than ever and fully aware of the power of cancel culture.

When I started in communications 12 years ago, beauty conversations were confined to the beauty pages and, outside the make-up artistry industry, you saw little interest in what was going on behind the scenes of brands. One of my presentations from the time presciently predicted the coming change when it said: “bloggers are an exciting new breed of editor and...

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