Why prestige beauty brands are fighting for Gen Z's attention

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