These 5 Beauty Brands Are Offering Something Unique to Young Consumers

New beauty brands are standing out from the competition by offering something different to target groups of young female shoppers…

Interest in (and spending on) self-care and beauty is reaching a fever pitch among young consumers, creating both opportunities and challenges for brands. The Wall Street Journal has reported that established beauty brands are struggling to compete with indie upstarts and their celebrity founders. Kylie Cosmetics made young consumers’ hottest beauty brand ranking, thanks to Kylie Jenner leveraging her influencer effect to turn her fans into customers. Glossier’s Emily Weiss and famed makeup artist Pat McGrath employed a similar strategy, building social followings with influencers’ and their own cult followings. Now, major brands are catching on, like MAC, which teamed up with YouTuber Patrick Starrr and upped their digital presence.

Our recent (first ever) YPulse Brand Report examined the ways that indie upstarts—particularly those helmed by celebrity influencers—are taking attention away from mainstay beauty brands. Though big-name brands might still be at the top of "will use/buy" lists, newer competition is eclipsing them as brands young females "pay attention to"—a vital score that can help make or break a brand's standing with young consumers. And the competition only continues to increase. With Instagram as a democratizing platform influencing young consumers' purchases more than ever before, brand new beauty brands can rack up fans, and sales, quickly. That’s one reason we’re always keeping watch for the next makeup and skincare lines that could take off with Gen Z and Millennial females next. But because competition for their attention and wallets is more fierce than ever before, we’re seeing more beauty brands launch by targeting specific groups…


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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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