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

By Jo Allen 8-Apr-2022

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

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.

Sign up for your free email newsletter

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


This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business