How beauty brands can successfully market to Gen Z

Gen Z – that bright and savvy group of people aged from 6 to 24 – is rapidly becoming Australia’s next purchasing superpower, representing 20 per cent our population and 30 per cent globally. But how do you market to Gen Z?

To successfully target them in the marketplace, companies need to know the new rules of engagement and understand how their beliefs, behaviours, shopping and consumption habits differ to other generations – especially their older millennial siblings.

Caleb Marshall, CEO of Australian company Tropeaka, which produces a wide range of protein powders and vitamin supplements, knows what he’s talking about when it comes to Gen Z. He started Tropeaka six years ago when he was just 24 and has since turned it into a booming business with an annual turnover of more than $10 million.

“We spend a lot of money on advertising, but before you commit to this, it’s vital to understand the Gen Z market,” said Caleb, who was recently named one of Forbes 30 Under 30 entrepreneurs to watch.

Caleb will be speaking more on the topic at B2B event the 2021 Naturally Good Expo this weekend, 30 May and 31 May, at Sydney’s ICC. The brand will also be launching their new Platinum range of vitamins including Hair Complex, which promotes hair growth, at the show. Here he shares his top tips for successfully connecting with Gen Z.

Market to where Gen Z hang out: online

You’re not going to reach Gen Z through newspapers or tv ads. Gen Z are hanging out on TikTok, Snapchat and YouTube. That’s where they are producing content and interacting with friends, so advertise on those platforms which reach them.

Speak their language

So many businesses don’t realise we now have a generation producing their own content. However, they’re not producing Hollywood blockbuster films – rather cheap, quick, authentic content that relates to them. As a business if you try to create content that isn’t along the lines of how they usually communicate then your product won’t resonate with them and won’t sell.

Create content that is ‘crappy-good’

Avoiding over produced high quality epic ads and creating cheap content that still works – what I call ‘crappy-good’ – is key. Remember Gen Z are consuming content from friends and peers on a budget. There’s an art to crappy-good so if it’s done well, it can be really effective in getting a message across.

Be authentic

If you’re trying to just take and continually asking consumers to shell out dollars without providing actual value, then Gen Z they are going to call you out on it. They’re not interested in a mere transaction they want to align with brands they care about. So, it’s important to be transparent and share your beliefs and values before you ask them to purchase products.

Stand for something

Gen Z deeply cares about the world around them and political and social matters. So, you as a business really need to stand for something. In particular, they embrace diversity, prefer to express their individuality, advocate for social justice, are entrepreneurial and frugal. Get it right and you’ll get cut-through.

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