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 t