3 Ways to use Skincare AI to Market your Brand to Gen-Z and Millennials
In any industry, there are marketing and advertising trends which are imperative in order to get to know your market and audience, as different generations are receptive to different forms of marketing and advertising. The beauty industry is always evolving and in order for your brand to survive, it’s important to know what your target market is in to. With Gen-Z and Millennials, skincare AI is most effective to make your brand more appealing. Let’s dive into the different ways in which beauty brands are appealing to different generations using skincare AI and why this is so important.
Since the pandemic dismantled many business strategies it was important for brands to speed up their digital integration which meant one thing for beauty brands; skincare AI. AI for skincare meant digital consultations, AI beauty tests, and many more ways brands needed to integrate beauty tech into their businesses. The Pandemic was one of the major catalysts which really propelled brands into the future.
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The integration was seamless for young beauty brands who have already built their business around digital advertising and trends and accommodate a gen-z audience anyway, but for the skincare all-stars like 53-year-old Clinique the transition was drastic and they had to step out of their comfort zones, one-upping itself almost monthly. In April 2020, it began hosting digital live streams, partnering with Swedish video platform Bambuser. “Game of Thrones” star Emilia Clarke made her first appearance in the brand’s live streams in June. (She became Clinique’s first global brand ambassador at the start of the year.) In the fall, the beauty brand launched its virtual Skin School consultations and double-downed on the concept with an interactive microsite: Skin School x Clinique Laboratories utilizes technology to mirror in-person product testing and shopping. The brand is also leaning into TikTok, a majorly gen-z platform that many brands are investing in since gen-z makes up 40% of shoppers. Since appealing to the gen-z audience, Cliniques site searches have increased by 11%.
Although the original players in the skincare game have been introducing gen-z friendly communication methods which have increased their turnover, newcomers like CeraVe, meanwhile, saw over +221% year-over-year revenue growth in February 2021. While newcomers Tarte, Thrive Causemetics, and The Ordinary, saw 35%, 45%, and 51% year-over-year revenue growth, respectively.
So what do those 4 brands have in common? Well, their marketing methods accommodate gen-z markets. There are ad elements that appeal to different generations like:
Authenticity: Millenials and their younger predecessors Gen-Z and xx value authenticity, because more aware of themselves and their environment which is why they distrust obvious forms of advertising. They need content that is relatable and concerns them.
Inclusion: From race, gender, and the sexuality spectrum, newer generations require more inclusion. This is how Millenials and Gen-Z long to relate to the content of your brand, they want to see people like them and redefine the societal norms.
Influencer marketing: The concept of celebrity is changing, millennials and gen- z rather look to influencers as they are a little more relatable and realistic compared to the traditional glitz and glam celebrity
Brand survival depends on your audience and target market but the target market evolves constantly just as trends do. Always do consistent market audits to find out where your market is heading, at Skin Match technology our AI for Skincare enables brands to gather information about their consumers to ensure that their consumers always receive the best service.
