• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Turnkey’s Role in the Post-Covid Beauty Renaissance

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More

    Innovative Packaging for Earth-Conscious Cosmetic Consumers
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Personal Care Market Forecasted to Grow at CAGR of 6.4% from 2022-2027

    P&G Designs Recyclable Pump Dispenser

    Amyris Inc. Launches 4U by Tia Haircare Line Exclusively at Walmart

    LVMH and L’Oréal Enter Bidding War for Stake in Aesop

    Body Care Brand Maëlys Expands into Canada
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Cosmogen’s Squeeze’N Roll Tube Chosen for Boots’ N˚7 Range

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Personal Care Market Forecasted to Grow at CAGR of 6.4% from 2022-2027

    P&G Designs Recyclable Pump Dispenser

    Amyris Inc. Launches 4U by Tia Haircare Line Exclusively at Walmart

    Body Care Brand Maëlys Expands into Canada

    Unilever Taps Former Heinz Executive as CEO
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Knoll Debuts Patent-Pending 100% Knoll Ecoform Molded Pulp Compacts

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Siloa Introduces New Line of Sustainable Wooden Caps
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Aveda Earns B Corp Certification—with a High Overall Impact Score

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Mary Kay Releases Sustainability Report—& Goals for 2030

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork
    Top 20 Companies
    Revlon

    LVMH

    Beiersdorf

    Avon
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Richmond Containers CTP Ltd

    Big Sky Packaging

    Accupac

    TAESUNG
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof North America Announces 2024 Miami Beach Edition

    Clean Beauty Event Travels to the U.S.

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Cosmoprof Singapore: A Winning Bet
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    How Innovative Beauty Brands Attract Gen-Z Consumers

    Addressing a shifting luxury landscape

    How Innovative Beauty Brands Attract Gen-Z Consumers
    Ponds’ Glitter Glow Range designed by Anthem for the Thai market targets a young social media savvy audience, aged between 18 to 25.
    How Innovative Beauty Brands Attract Gen-Z Consumers
    Related CONTENT
    • 5. Shiseido
    • TOP 20 GLOBAL BEAUTY COMPANIES
    • Estée Lauder Companies Says Its First Quarter Results Are Outstanding
    • ADF&PCD New York 2019 Reports Record Attendance
    • Shiseido Wins Bid for Drunk Elephant
    Spencer Ball11.14.19

    No matter how much the luxury market changes, the definition of luxury remains. It’s a highly desirable, indulgent product or experience, usually with a higher price tag and often rare to obtain.

    While the definition of luxury hasn’t changed, the way in which consumers—particularly Millennials and Gen-Z—interact with the luxury landscape has fundamentally shifted, and brands must find new, creative ways to reach these demographics and gain their attention.

    Create an Interactive Experience

    How consumers interact with brands has changed dramatically because of technology, social status and a shifting attitude toward their relationships with brands. Consumers are more demanding, involved, and expect much more from their brand experiences.

    At the luxury-end of the market, retail remains an extremely valuable touchpoint, so luxury brands must find ways to reach consumers in the physical world as well as online. Consumers want to go to a store and feel like they’re a part of that brand’s story, so brands are relying more on creating exclusive retail experiences and Direct-to-Consumer interactions.

    Beauty brands understand this all too well. L’Oreal’s acquisition of Modiface, or Shiseido’s of MatchCo, are perfect examples of established brands buying technology to enhance the shopper experience at physical stores. In this case, using augmented reality to create a highly interactive and personalized service.

    Commit to Eco-Responsibility

    As time goes on, consumers are looking for brands to behave more responsibly when it comes to material waste and sustainability practices, so brands are having to make these shifts very rapidly.

    There is a growing backlash, often starting with bloggers and influencers, against the amount of waste that comes with the packaging and shipping of products, or in the case of cosmetics it is often the products themselves. Consumers are increasingly using social media to call out brands or retailers for excessive packaging or using materials that harm the environment.

    More and more luxury brands are taking a proactive approach. One luxury example is L’Occitane, which now ships their products in recyclable, refillable pouches as a method of reducing plastic waste. Another is Stella McCartney, who has integrated sustainability into the business, from using recycled nylon for bag linings to becoming a member of the Ethical Trading Initiative (ETI).

    These kinds of practices may have been unexpected for a luxury brand to initiate five years ago, but now, due to consumer demands, luxury brands are seeking ways to be more responsible. Concern for the planet and its people is no longer at odds with the world of luxury.

    Utilize a Variety of Cultural Influences

    The influence of Asian culture continues its steady rise and emergence in every avenue of the luxury market, reshaping luxury sectors like airlines and hotels, with global brands levelling up their service to meet the expectations of well-heeled Asian consumers.

    Fashion and beauty have been quick to embrace a variety of Asian cultures to remain relevant. This is clearly manifested in packaging and marketing campaigns. But we can also see changing beauty rituals as well. The 10-step Korean beauty routine, new regimens and innovative ingredients and technology is spreading from Asia to the rest of the world.

    An example of this is Anthem’s recent work for Ponds’ Thailand, creating a new “Instagram-worthy” range to target the Gen-Z audience (shown above). By collaborating with a well-known Thai beauty influencer, Ponds’ new packaging created an authentic connection with a new, social media savvy generation, which elevated the brand experience for both online and offline shoppers.

    But luxury brands need to do their homework when engaging with different Asian cultures. High profile missteps, such as Dolce & Gabanna’s insensitive campaign for China, illustrate how a lack of genuine cultural respect can not only miss the mark -- but create hostility towards the brand.

    Connect on a Personal Level

    A notable trend in luxury that high-end consumers are now gravitating toward are those that bring a human touch to the buying experience. Connection is so scarce now that direct contact with a person is, in a way, a luxury item in itself. Customers are seeking things like concierge services, or even connections to the founder of a company, to make the experience feel more personalized. Creating a sense of closeness and a deep human connection is what ultimately brings high value and prestige to a brand.

    Tiffany’s opening of the Blue Box Café in New York is a prime example of how creating a tangible experience can bring luxury consumers closer to very essence of the brand, in this case reliving the film that elevated the brand to iconic status.

    Another example is Frederic Malle, a self-described perfume ‘editor’ collaborating with some of the world’s foremost perfumers or ‘authors’.

    Every facet of the brand experience uses storytelling to bring the customer closer to the individual creators, allowing them behind the scenes to witness the creative process, watch personal interviews and delve into their personal stories. The faces and voices of the editor and his authors are integral to the customer journey, from portraits in the stores, to rich social media content, to in-person events.

    This level of personal contact is more valued, more engaging than any amount of technology or convenience. It places authenticity and creativity, once again, at the heart of true luxury.
    ABOUT THE AUTHOR 

    Spencer has over 30 years of experience in retail branding, packaging design and corporate identity for local, regional and international brands across Asia. He has headed strategic design programmes for 3M, Friesland Campina, Danone, Coca Cola, Philips, Tesco, Timberland, Unilever, Johnson & Johnson and Zespri. 

    Prior to joining Anthem, Spencer was Creative Director with Interbrand, and before that, with Fitch in Singapore, where he established himself in the creative and design industry in Asia. Spencer is based in Singapore and has resided in Asia, where he built his career, for the last 25 years.
    Related Searches
    • technology
    • www.beautypackaging.com
    • luxury
    • innovation
    Suggested For You
    5. Shiseido 5. Shiseido
    TOP 20 GLOBAL BEAUTY COMPANIES TOP 20 GLOBAL BEAUTY COMPANIES
    Estée Lauder Companies Says Its First Quarter Results Are Outstanding Estée Lauder Companies Says Its First Quarter Results Are Outstanding
    ADF&PCD New York 2019 Reports Record Attendance ADF&PCD New York 2019 Reports Record Attendance
    Shiseido Wins Bid for Drunk Elephant Shiseido Wins Bid for Drunk Elephant
    Euromonitor Says ‘Shiseido is a good fit for Drunk Elephant’ Euromonitor Says ‘Shiseido is a good fit for Drunk Elephant’
    Leonard A. Lauder to Receive Women’s Leadership Award Leonard A. Lauder to Receive Women’s Leadership Award
    Easyfairs Enters Italy Easyfairs Enters Italy
    Cosmogen Names New President and CEO Cosmogen Names New President and CEO
    Luxury Lipstick Packaging at Axilone Luxury Lipstick Packaging at Axilone
    Avon Uses an Algorithm To Develop Its New Mascara Avon Uses an Algorithm To Develop Its New Mascara
    Shiseido’s Masahiko Uotani Addresses CEW Shiseido’s Masahiko Uotani Addresses CEW
    Shiseido Opens ‘Senses-Driven’ Installation at Singapore’s Jewel Changi Airport Shiseido Opens ‘Senses-Driven’ Installation at Singapore’s Jewel Changi Airport
    Amenities Line For Hotels Launches, in Recycled Packaging Amenities Line For Hotels Launches, in Recycled Packaging
    More Than 25 Seminars & Workshops at CPNA More Than 25 Seminars & Workshops at CPNA

    Related Top 20 Companies

    • 5. Shiseido

      5. Shiseido

      ...
      Jamie Matusow, with Joanna Cosgrove 11.01.19

    • Bath/Body | Cosmetics | Fragrances | Hair Care | Health and Beauty | Personal Care | Skin Care/Sun Care
      TOP 20 GLOBAL BEAUTY COMPANIES

      TOP 20 GLOBAL BEAUTY COMPANIES

      New packaging for a more sustainable world.
      Jamie Matusow, Editor-in-Chief, with Joannna Cosgrove, Contributing Editor 11.01.19

    • Estée Lauder Companies Says Its First Quarter Results Are Outstanding

      Estée Lauder Companies Says Its First Quarter Results Are Outstanding

      Net sales of $3.90 billion increased 11% from $3.52 billion in the prior-year period, Estée Lauder Companies reports.
      Beauty Packaging Staff 10.31.19


    • ADF&PCD New York 2019 Reports Record Attendance

      ADF&PCD New York 2019 Reports Record Attendance

      Highlights featured a spotlight on sustainability.
      Beauty Packaging Staff 10.11.19

    • Skin Care/Sun Care
      Shiseido Wins Bid for Drunk Elephant

      Shiseido Wins Bid for Drunk Elephant

      Acquires the skincare brand after tug-of-war with Lauder and Unilever
      Beauty Packaging Staff 10.08.19

    Loading, Please Wait..
    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Maggie Q Launches Beauty Supplement
    • LVMH And L’Oréal Enter Bidding War For Stake In Aesop
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Top 10 Beauty Brands In The U.S. For Q1 2022
    Breaking News
    • Personal Care Market Forecasted to Grow at CAGR of 6.4% from 2022-2027
    • P&G Designs Recyclable Pump Dispenser
    • Amyris Inc. Launches 4U by Tia Haircare Line Exclusively at Walmart
    • LVMH and L’Oréal Enter Bidding War for Stake in Aesop
    • Body Care Brand Maëlys Expands into Canada
    View Breaking News >
    CURRENT ISSUE

    January/February 2023

      View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Dr. Ranjini Murthy Joins Azelis Americas as SVP of Commercial and Digital Excellence
    Pomegranate Extract Tied to Gut and Skin Microbiome Benefits
    Berry Health Benefits Symposium Begins Tuesday, January 31
    Coatings World

    Latest Breaking News From Coatings World

    Presentations Sought for ASTM 2023 Workshop on Weathering and Durability Testing
    Barentz to Distribute Arxada Preservatives in the US HI&I Market
    POLYDURE Coatings Help Customers Keep Their Cool
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Cirtec Medical Corporation Acquires Precision Components Business from QMD
    Masimo Begins Rollout of VCAM Hand Hygiene System
    Robert R. Ruffolo to Lead Neuraptive Therapeutics Board
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Azelis Americas Appoints Ranjini Murthy Commercial, Digital Excellence SVP
    Zennova Opens Manufacturing and R&D Center in China
    Lilly to Invest $450M at Manufacturing Site in Research Triangle Park
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Personal Care Market Forecasted to Grow at CAGR of 6.4% from 2022-2027
    P&G Designs Recyclable Pump Dispenser
    Amyris Inc. Launches 4U by Tia Haircare Line Exclusively at Walmart
    Happi

    Latest Breaking News From Happi

    Henkel Honors Leading Suppliers During American Cleaning Institute Convention Week
    Swiss American CDMO Sliding into a ‘Frictionless Future’ with LiquiGlide Agreement
    Gattefossé Launches New Formulations Collection
    Ink World

    Latest Breaking News From Ink World

    Executive Board Member Stefan Schülling to Leave Epple Druckfarben at End of February 2023
    Epson SureColor F6470, SureColor F6470H Dye-Sub Printers Available
    Dr. Ranjini Murthy to Join Azelis Americas as SVP of Commercial and Digital Excellence
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    AWA to host 23rd Global Release Liner Industry Conference & Exhibition
    Color-Logic certifies Ecofoil digital labestock for cut sheet printers
    Brandywine Label Printing names Dave Rosen new president
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    FiltXPO to be Held in October
    Voith Commissions Quality Control Systems at Johns Manville, Smurfit Kappa and WEPA
    Pampers Releases Limited Edition Easy Ups Training Underwear with Peppa Pig Prints
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    OPUM, Corflex Global Partner on Knee Assessment Technology
    ODT's Most-Read Stories This Week—Jan. 28
    Roche, Sysnav Partner on Movement Tracking Tech for Neuromuscular Disorders
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Zebra Technologies Selected as One of America’s Greatest Workplaces for Diversity
    Sensormatic Solutions Helps Renner Reduce 87% of Stockouts
    Weekly Recap: Avery Dennison, CES 2023 and Canatu’s LiDAR Deicing Top This Week’s Stories

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login