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: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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