YSL Beauty is aiming to connect with Gen Z through culturally unique events. The brand is hoping region-specific “block parties” will pull in affinity from Gen Z, thanks to the young gen’s interest in breaking out of social media isolation and connecting with brands through cultural moments. With everything in their online lives perfectly tailored to them (thanks algo), brand events also need to be specially made for local interests rather than just a repeatable backdrop. And YSL is planning a non-traditional vibe for luxury brands to further humanize themselves. For Millennials, Instagrammability and exclusivity were what made a brand event feel special. For Gen Z, being able to bring friends, socialize, and not only think about social media makes an event more appealing. (Though, of course, if the socializing and localized vibe is good, it will end up on their feed!) YSL is even integrating this “everyone’s invited” vibe by letting regular attendees get personalized glam. (Vogue Business)
👀 Read more from YPulse: Young Consumers Want Brand Experiences—Here’s What to Know About Creating Them
