Since learning about the innovative brand glossier and understanding how they do so well in the beauty market has made me more conscious of other brands that I notice advertising similar products and selling the same story.
While going through Snapchat stories I noticed that a lot of beauty brands have expanded their advertising to different social media platforms to reach a new audience, that being mainly gen z and gen x.
Beauty bay has created an ad for in between Snapchat stories (which is compulsory to watch for around 5 seconds before you can skip it which is
the same with all Snapchat ads). It was on their new skincare line which would have a very similar consumer profile to that of glossier. Previously the brand only sold makeup such as eyeshadow palettes and lip products but now entering the skincare realm will help increase their website traffic and improve sales.
“We believe that looking after your skin shouldn’t be a chore, so we’ve created a range that offers the flexibility that different
lifestyles and skin types demand.”-Beauty Bay CEO
Skincare has become something a lot more younger people are caring about to make their skin perfect now and for older age, to imitate the Instagram models with flawless skin, who can pay for botox and filler to reduce their wrinkles with money, that they see all over their feeds. Generation Z is more interested in enhancing their natural beauty instead of covering up which was a popular trend previously with the likes of Jeffree Star and James Charles heavily promoting this to their fan base of mainly 15-23-year-olds. Now celebrities like Kylie Jenner are bringing out skincare ranges to work on improving their skin from within.
another brand in which I’ve recently become aware of is Perricone MD from reading about their ‘no makeup foundation’ and testing it myself. They are a makeup and skincare line that creates products that create the most natural finish and make you look as if you have no makeup on. The foundation helps me have an almost flawless base with a healthy glow but it doesn’t look heavy whatsoever, it really does help create a ‘no makeup’ makeup look.
In my opinion, I really like how things are changing such as seeing tutorials on Tik Tok by creators who are sharing the best products which they use to give them perfect skin as well as YouTubers and Instagram stories with influences sharing their secrets and holy grail products. Personally I don’t really like wearing makeup and skincare is really important to me. Every morning and night I do a full skincare routine so that my skin looks healthy. I think I’ve stopped wearing as much makeup with influence from people I follow on Instagram who have a natural beachy, fluffy brow, freckles type of look.
Youtubers and other creators add to this trend by making videos that show them doing their quick and easy makeup looks for every day. Gen Z are a fast-paced generation that doesn't like spending much time on one thing and likes it easy and efficient. With videos like 'My 5 Minute makeup look' and 'Quick no-makeup makeup look' popping up on their youtube pages, it encourages their followings to replicate and relate to them on how to look good in little time. Brands see this and can then create the products which make this so simple, then connect with the beauty gurus and they then promote them to their audience to keep the trend relevant.
留言