Makeup brands are making over their marketing strategies for Millennials and Gen Z. Glossier was a game-changer in the makeup industry, geared towards a generation of consumers that “want[s] products that work but that don’t cost three figures”—and opened the door for a slew of indie beauty brands that sell directly to consumers. Refinery29 asked Millennial females to judge a few of these up-and-comer brands based on their all-important Instagrams and websites, and found they were swayed by messaging, imagery, authenticity, and yes, Millennial pink packaging. (Racked)
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