Move over minimalism, Gen Z is looking for “attitude and personality” in brands’ product packaging. We told you how legacy brands from Midol to Colgate have been reinventing themselves to reach Gen Z. Now, a number of beauty and lifestyle brands are popping up to appeal to Gen Z’s love of maximalism, from product packaging to their overall brand personality. For example, skincare brand Starface is designing “pimple patches that feel like jewelry” and contains photo-worthy smiley-face packaging. Meanwhile, beauty brand Youthforia features neon packaging for its lip gloss and blush, which click together like magnetic Legos. While the minimalist aesthetic was wildly popular among Millennials, Gen Z wants products with “attitude and personality.” Bold lettering, “flowy, ’70s psychadelic shapes,” and bright colors are some of the defining features of products speaking to Gen Z’s love of maximalism, but it’s important for brands to stay true to their industry to come across authentic. (Morning Brew)
