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Mémoire
Bachelor thesis

How can high-end makeup brands suit the Generation Z’ sense of beauty?

    2019

83

Mémoire de bachelor: Haute école de gestion de Genève, 2019

industrie cosmétique
génération z
marketing
English The Bachelor Project explores the beauty industry, analyses the major makeup brands on the market and studies the Generation Z as a consumer. High-end makeup brands are facing gaps in reaching the Generation Z, and since it is about to become the biggest global consumer, there is a need to understand and suit this generation’s sense of beauty. The objective is to identify the efforts several brands initiated and draw recommendations for high-end makeup brands to appeal to this generation. (1) The Generation Z is a conscious consumer who favours authentic brands with ethical values. These young consumers are little influenced by the name of a brand or a celebrity’s fame. They prefer intimate interactions with a closer entourage throughout their purchase experience. Despite their strong use of the online world, they choose to go in-store to explore, test and buy their makeup. This generation expects high-end makeup brands to flow with the evolution of the technology to deliver the highest quality as well as new experiences. (2) A major brands analysis outlines the current efforts employed to reach the Generation Z. The brands start working with the Generation Z itself; they choose to include young ambassadors to represent their image to the young audience as well as to empower their employees from this generation and capture their talent and vision. Most of the high-end brands already adjusted their values to embrace the Generation Z’ sense of beauty, which is beauty for all. They invest on their digital presence and are on a mission to modernize their companies. (3) The first recommendation the study draws to better reach and suit the Generation Z is to stay relevant and avoid an inappropriate shift. Then, brands should work on their creativeness when delivering a product as well as an experience, in-store as well as online. One of the core value brands should embrace is freedom and deliver it through their philosophy as well as through the consumer’s experience. Finally, the study recommends brands to tell their stories in an appealing and modern way so that the Generation Z can connect on an emotional level and value the brand’s authenticity and existence.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 327910
Persistent URL
https://sonar.ch/hesso/documents/314966
Statistics
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