How fragrance and grooming brands can successfully engage with Gen Z men

By Jo Allen | Published: 7-Apr-2022

Hint: avoid flash in the pan stunts and support their communities

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This article was originally published in the April issue of Cosmetics Business Trend Report

Gen Z men are more likely to have a deeper engagement with the category than other demographics, with Mintel finding that men aged 18-24 are more likely than average to enjoy trying new looks.

The opportunity is leading brands to seek out creative approaches to engage with Gen Z that will appeal to their values and sense of experimentation.

This week's insight in April's men's care trend series explores how to develop a winning strategy.

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