Cosmoprof North America is the leading business-to-business beauty exhibition in the Americas. Recognized for its dynamic growth and unique programs, the event offers the entire beauty industry an opportunity to come together to make new relationships and foster collaborations. CPNA serves as the premier launching pad for new beauty brands by introducing revolutionary technologies, product innovations, and new channels of manufacturing, packaging, and distribution.
Summary of session: This presentation will examine how the core values of Generation Z are changing the beauty industry globally and how beauty companies are responding to values that resonate with Gen Z, such as sustainability, genderless beauty, and social cause marketing. Generation Z’s role and active participation in beauty user-generated content, which has proliferated across platforms such as TikTok, Little Red Book and YouTube, has profoundly changed the way brands market themselves. Some of these new methods include influencers, livestreaming, avatars and the metaverse, among others. This presentation will identify consumer segments, path to purchase factors, and markets that have the best prospects for Gen Z beauty consumers, while also discussing the best prospects for beauty players' future digital investments for this cohort.
Name and title of all speaker: Kayla Villena, industry manager, beauty and personal care.