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“GEN Z IS A LITTLE DIFFERENT FROM FORMER GENERATIONS. THEY’RE ASKING, ‘ARE THEY REALLY DELIVERING VALUE TO THE SOCIETY, ARE THEY TRANSPARENT, ARE THEY PROMOTING DIVERSITY AND INCLUSION,” - Masahiko Uotani, Shiseido CEO
The Gen Z is of age, and could become the planet's biggest spending force. Yet earning their dollars is not an easy task.
Gen Z likes to be completely informed, asks questions and seeks others reviews and opinions. This makes it slightly harder for up-and-coming indie brands to capture their interest, while heritage brands, like Clarins, can have a stronger voice due to their long standing image that was built over decades.
Indie or not, the brands that deliver on authenticity and transparency will have the edge in the coming years.
Full Article Here: GLOBAL COSMETIC NEWS