Sex doesn't sell to Gen Z. Can beauty move on?

By Alessandro Carrara | Published: 29-Jan-2024

Lush's cheeky aubergine bath bomb was a staple Valentine's Day launch. However, a shift in generational attitudes to sex is forcing beauty brands to rethink the romantic event

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The idea that sex sells is a marketing tactic as old as advertising itself, and one that the beauty industry has made liberal use of when trying to sell beauty products.

Whether it is a topless Adam Driver turning into a centaur to promote Burberry Hero, or NARS’ Orgasm beauty range, sexualised content grabs consumer attention and creates headlines.

This is especially true when it comes to Valentine’s Day, the one holiday of the year solely focused on romance, love and, to a further extent, sex. 

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