The Audience
Gen Z and milennial women make up 53% of the buying power in the beauty industry and 81% of rhode’s audience. Gen Z is quickly becoming the leading group; in the last year, their demand for beauty products has grown by 20%.
Gen Z pilots the trends we see online
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They create the beauty trends that milennials spend the most on each year. Their taste dictates how the money is spent.
Gen Z sees through bloated influencer marketing
- Smaller creators are celebrated in the beauty space because of their authenticity and genuine approach to product reviews.
They get informed before they commit
- Gen Z prioritizes seeking more affordable, equally effective products at drug stores and away from specialty places like Ulta Beauty and Sephora.
- They are conscious of a brand’s character, monitoring every move and amplifying the digital conversations around them.