Older beauty brands like Estée Lauder and L’Oréal are rethinking their marketing strategies to connect with young consumers. As part of their efforts, artificial intelligence brand ambassadors and virtual science labs have been incorporated into the campaigns of these established brands to appeal to Gen Z. While they have been successful, there is still major competition from more Gen Z-focused brands like E.L.F. Cosmetics and Rare Beauty. These newer brands are seeing success as they team up with popular TikTok creators and target young consumers on the social media platforms they use most. YPulse data shows that 25% of Gen Z say an online persona that’s an AI is a cool type of AI marketing to them, but we also know that real-life influencers are highly impactful on their purchases—so legacy brands wanting to stay fresh don’t have to go crazy high tech to catch Gen Z’s eye. (Marketing Dive)
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