How technology is driving Gen Z to beauty brands

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

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.

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

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