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