Traditional anti-aging skincare with triple-digit price tags are on the way out. The new millennial consumer is not sold on the latest “cult” cream with overwrought packaging and fountain of youth claims. There are two clear drivers of the millennial skincare consumer: the first is quality, and the second is value. However, a third element is required for success—Instaworthy packaging.
Millennial-owned, direct-to-consumer brands like Glossier are upending the traditional skincare landscape with their intuitive understanding of this consumer. This translates into authentic authentic language and visual vocabulary that engage consumers and build community. Old-school anti-aging skincare is out; quality, value, and Instaworthy packaging are in.
Take a look at six new-school skincare brands with millennial consumer commentary:
“What we’ve learned from Gen Z and millennials is that they’re tired of this big brand pushing down aspirational images and want people and companies and brands to really reflect who they are,” Crystal Sai, a graduate student and research team leader in the master’s program in Cosmetics and Fragrance Marketing and Management at FIT, told Racked.
Read the full article on Racked.
Photography: Autumn Goodman via Unsplash.