How technology is driving Gen Z to beauty brands

By Becky Bargh 20-Jul-2020

From 'retail-tainment' to voice searches, technology is playing an increasingly important role in the way Gen Z consumers reach beauty products

How technology is driving Gen Z to beauty brands
Claire Rance

Claire Rance

Brands have been forced to adopt new methods of communication during the coronavirus pandemic, and technology has been a huge facilitator.

Add the 'new normal' of the Covid-19 world to a growing population shift, and businesses must look to how they engage with technology in order to survive the bleak retail backdrop.

From 'retail-tainment' to voice search features, here Claire Rance, The Pull Agency's Head of Brand Strategy, talks to Cosmetics Business about how Gen Z is using technology and beauty companies can meet demand from the next generation of shoppers.

Given that Gen Z has now overtaken millennials as the largest age group in the UK, with people aged 4-24 accounting for a third of the population in 2019, it’s no wonder that brands are keen to do everything they can to attract these new consumers.

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According to research we carried out recently, Gen Z are the most likely among all age groups ...

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