prestige branding — you know, the variety of items
you could only purchase at department stores that
were often met with a slightly spiked price tag.
However, gone are the days of selectivity
with beauty, thanks in part to businesses
like Sephora and Ulta that now offer a bit
of everything for everyone.
prestige brands are targeting a new
consumer as it looks to remain relevant and
progressive in the beauty sphere: Gen Z.
A 2019 survey revealed that 80 percent of teens
say they get their beauty tips from influencers.
Perhaps that’s why more and
more prestigious brands have
tapped young ambassadors to
bring their products up to speed.
Zendaya for Lancôme, Kaia Gerber for
YSL Beauty, Iris Law for Burberry beauty
— and the list continues to grow.
With a need for familiarity, Gen Z is
now pushing the beauty conversation
into the world of masstige .
— a mix of prestige-esque products at
the affordable mass-market price.
For instance, Clinique adapted its
Dramatically Different Moisturizer
in a lotion, gel and clear jelly to cater
to an Instagram consumer.
Sephora Collection launched a clean skincare
collection of products that show the percent
of natural ingredients on each label while making
the packaging simple and chic for photos