Why Are We Marketing to Gen Z?
In today’s beauty landscape, Generation Z represents the beauty consumers, gurus, and influencers of today and tomorrow. The generation is comprised of consumers born after 1996 and includes ⅓ of the US population. With a remarkable spending power of $323 Billion, Generation Z presents a huge opportunity for beauty brands.
What to Consider When Marketing to Gen Z?
Known as the digital-native generation, Gen Z was raised with cell phones, the internet, and social media at their fingertips. For this reason, Gen Z is drawn to impactful and immersive digital brand experiences, with 89% of Gen Z noting that they are interested in AR virtual try-on.
Integrating beauty tech into your brand’s D2C & Gen Z marketing strategy is one of the most effective ways to drive engagement and sales among Gen Z consumers. Read on to discover 3 powerful ways to use when marketing to Gen Z.
1. Marketing to Gen Z with Live Streaming Beauty Tech
Gen Z consumers are interested in accessing beauty advice and tips from real people as opposed to celebrities. They seek out makeup influencers that are down to earth and authentic to learn about the latest trends and makeup products. This generation also expects brands to provide useful and personalized advice.
Perfect Corp.’s AR livestreaming is an excellent beauty tech solution for your business when marketing to Gen Z because the solution creates authentic connections and provides personalized beauty advice to Gen Z consumers. This dynamic technology allows brands to combine livestream, AR virtual try-on, and purchasing into one unique service that creates a high touch digital experience. With this technology, customers can hear authentic advice from an influencer or beauty advisor, virtually try on products and then purchase the product directly on the brand’s website. Brands can also offer more personalized 1-on-1 live stream consultations through Perfect Corp.’s Beauty Advisor 1-on-1 service. This allows customers to live chat with beauty advisors in real time, access a personalized beauty consultation, and try-on recommended products. With these solutions, brands can upgrade their Gen Z marketing strategy in an innovative way and provide the authentic and personalized advice that Gen Z craves.
2. Marketing to Gen Z with Shoppable AR Beauty Tech on Snapchat
When it comes to connecting with Gen Z consumers, Snapchat is one of the most impactful platforms to consider. Snapchat currently reaches 90% of Gen Z consumers in the US. Snapchat is where Gen Z consumers are and where brands should be to build brand loyalty with this group.
On Snapchat, Gen Z users use their phone’s camera as their language. They use their phone to communicate, be creative, and access immersive experiences. To connect with Gen Z users on Snapchat, brands need to understand how to create interactive experiences with the user’s camera. This is an essential component of how Gen Z expresses themselves and interacts with the Snapchat platform. Augmented reality is also a daily habit for this generation on Snapchat. On Snapchat, over 180 Million people are interacting with AR daily, and 89% of Snapchat users are interested in AR virtual try-on. To effectively connect with Gen Z consumers, brands need to create AR experiences that entertain and inspire creativity.
With Perfect Corp, brands can create AR-powered shopping experiences on Snapchat. This hyper-engaging experience allows Snapchat users to virtually try-on a brand’s beauty products and easily shop the products from the in-app Snapchat experience. It’s an excellent way to engage Gen Z consumers on Snapchat while driving product discovery and brand awareness.
Here more from Carolina Arguelles, Global Product Marketing at Snapchat.
3. Virtual Try-on Can Be Appealing When Marketing to Gen Z
73% of Gen Z customers would be interested in trying a brand’s products if their friends were talking about the brand and recommending the brand. Additionally, 40% of these consumers base purchasing decisions on the content they see on social media.
AR-powered virtual try-on experiences create conversations among Gen Z consumers. These experiences allow consumers to experience a product in a personalized way and then share it out with friends and family on social media. The shareability of this content allows brands to be endorsed by regular people with voices that are authentic. Virtual try-on experiences inspire Gen Z consumers to create content on a brand’s behalf. This allows brands to accumulate authentic endorsements from the everyday consumers that Gen Z trusts.
Perfect Corp. has a variety of AR virtual try-on beauty tech solutions that brands can integrate when marketing to Gen Z to drive meaningful connections with them. Learn more about Perfect Corp.’s virtual try-on solutions here.
For more tips on how to build a strong digital Gen Z marketing strategy and connect with Gen Z consumers, watch Perfect Corp.’s Global Beauty Tech Master Series Webinar: A Look at the Gen Z Virtual Beauty Community. Watch the full webinar here with special guest Carolina Arguelles, Global Product Marketing at Snapchat.
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Read our “Beauty Tech: The Complete Guide” to unlock powerful ROI secrets.