Cosmetics Marketing to Gen Z and Millennials : Strategies for Success

Introduzione

Thanks to the evolution of consumer preferences and the continuous advancement of technology, the beauty industry is always developing, and each era presents a unique fashion style. Among the key influencers who have shaped these different styles in recent years, Generation Z and Millennials are particularly prominent. They have unique values, purchasing habits and familiarity with digital products, so brands must create unique marketing strategies and product concepts to successfully attract the attention of Generation Z and Millennials in the face of information explosion and fierce market competition in the digital age.

Generation Z, born between 1997 and 2012, is a true digital native. This generation has been born with the rapid development of the Internet, social media and mobile technology. They are accustomed to visual expression and value authenticity, inclusiveness and social responsibility. Millennials, born between 1981 and 1996, are also familiar with digital products, but have experienced the transition of technology from analog to digital. They care more about the experience itself and transparency, and their decisions are more likely to be influenced by peer recommendations and online reviews. Brands have found that the consumption choices of these two groups are increasingly driven by their own ethical and environmental concepts.

This article will talk about what cosmetics brands can do to capture the hearts of Generation Z and Millennials. We will look at how brands can use digital platforms, create authentic content, work with influencers, and clearly articulate brand values, so that they can truly connect with these young people.

Understanding Generation Z and Millennials as Cosmetics Consumers

If you want to capture the hearts of Generation Z and Millennials to do beauty business, you must first understand who they are, what they like, and how these things influence their purchase of cosmetics. Although both groups can be regarded as Internet experts, their own little characteristics require us to deal with them in different ways.Secondly, use makeup manufacturers to customize products that Generation Z and millennials like. You can customize makeup through Cosmetici Xiran Manufacturer. Established as a premier cosmetics manufacturer in Guangzhou, China, Cosmetici Xiran brings over 15 years of sophisticated OEM/ODM expertise to the global beauty landscape.

Generation Z: Picky buyers who grew up on the Internet

The fact that Generation Z buys cosmetics is inseparable from their online life. They watch beauty content on TikTok, Instagram, and YouTube every day, and the trends on them change very quickly. They pay special attention to authenticity and like to watch real content that has not been refined. On the contrary, they are not interested in old-fashioned and heavily staged advertisements. This generation is accustomed to advertising routines and is very vigilant. Compared with celebrity endorsements, they trust the sincere recommendations of their friends or favorite small Internet celebrities more[1].

Inclusion is also a point they care about. They hope that brands can take care of different skin colors, body shapes and gender identities in advertisements and even in product lines. Brands that truly take diversity and social responsibility seriously, such as conscientious raw material procurement and environmentally friendly production processes, are more likely to impress them. Generation Z is willing to spend time researching brands and support those that share their ideas. They think that ideas are more important than price[2]. In addition, this group of people has also brought about the trend of “streamlined skin care”, preferring skin care products with fewer steps and simple ingredients, and likes products that highlight natural beauty rather than heavy makeup. They also pay close attention to the ingredient list, just to know whether the product is clean and transparent.

Millennials: Experience Seekers and Value-Driven Buyers

Although they grew up with the Internet, they have also experienced the transition from newspapers and television to the Internet era, so they are very accustomed to buying things online. Marketing experts have found that they pay special attention to the content shared by netizens and user reviews when making purchasing decisions. For millennials, beauty is more like a way to express themselves and pursue personal happiness, so brands that can provide unique experiences are particularly attractive to them, such as recommending products based on personal preferences, fun online gadgets, or interesting offline activities.

Moreover, millennials care about two things most when buying things: transparency and value. They want to find out what is in the product, what the brand wants to do, and what impact it has on society. Although they also like good things, they are careful when spending money and always want to buy real value. If you want to retain them, membership benefits, exclusive discounts, and smooth shopping experiences both online and offline are quite useful. In addition, recommendations from friends and family have a great influence on them, and they think this is much more reliable than advertising[3].

Main overlaps and differences

Although millennials and Gen Z are not the same, both groups like to find and buy things online, require brands to be authentic and transparent, and are increasingly concerned about whether things are ethical and environmentally friendly. However, the differences are also quite obvious: Gen Z prefers to look at pictures and short videos, and likes to follow bloggers who have fewer fans but feel more authentic, while millennials are willing to spend time reading more detailed reviews and trust those famous bloggers more. Gen Z also pays special attention to whether brands can be inclusive of everyone and speak for social fairness, and their requirements in this regard are more prominent than those of millennials.

• Zigpoll. (n.d.). 10 Innovative Social Media Strategies for Cosmetics Brands….
• BeBold Digital. (n.d.). Gen Z’s Impact on Beauty: Industry Statistics and Marketing Trends.
• Greenpark Digital. (2025, May 6). How Luxury Beauty Brands Can Captivate Millennials.

Digital Marketing and Social Media Engagement

Gen Z and Millennials primarily discover, research, and purchase cosmetics through digital platforms, which necessitates that brands have a strong digital marketing strategy, especially by investing in social media.

The key to leveraging different social media platforms is to understand how they appeal to these demographics:

TikTok: Experts have observed that TikTok has a strong influence on Gen Z, with short, authentic, and often humorous video content best capturing their attention. Brands should participate in popular challenges and collaborate with creators to create videos that are both on-trend and engaging. The recent rise of the “de-influencer” trend is a good example, with users preferring to share real reviews and alternative products rather than carefully polished images of perfection. Marketers have also found that TikTok’s live shopping feature provides a great opportunity for real-time interaction and direct sales.

Instagram: While both generations use Instagram, they use it differently. Millennials primarily use it as a place to find visual inspiration, product information, and interact with brand communities, so it’s effective for brands to use high-quality images, Reels, Stories, and IGTV for tutorials or behind-the-scenes content. Industry analysis points out that Generation Z now prefers to use Instagram to send private messages or join smaller interest groups. Fortunately, both generations like to use Instagram’s shopping function, which makes shopping very convenient.

YouTube: Marketers emphasize that YouTube is a key channel for in-depth understanding of products. For example, long video content such as detailed reviews and makeup tutorials are particularly trusted by millennials, who often go there to do homework before buying. Generation Z also watch YouTube, but they prefer to watch quick tutorials and follow their favorite beauty bloggers. Brands can consider co-promotion with YouTubers, or open their own channels to show how to use products and what tips there are.

Xiaohongshu: Brands that focus on the Chinese market cannot ignore Xiaohongshu. This platform combines social sharing and e-commerce shopping very well, and users like to post real experiences, product reviews and life details on it. Brands need to understand the unique atmosphere of Xiaohongshu and find the right key opinion leaders (KOLs) or particularly influential ordinary users (KOCs) to cooperate with, so as to truly gain user trust and drive sales.

Content strategy: Only real things can impress people

The over-modified and unattainable beauty standards of the past are no longer popular. Generation Z and millennials now value authenticity more. Marketing experts recommend that brands do the following things:

Let users share: Encourage customers to share their real experience. People generally think that the content shared by other customers is more credible and down-to-earth than what the brand says itself. Brands can collect user content by organizing competitions, creating exclusive tags, and displaying user reviews.

Teach more useful things: Don’t just think about selling things, you have to provide some real value. For example, teach people how to make up and take care of their skin, talk about ingredient knowledge, and share some environmentally friendly practices. This will make the brand appear more professional and win everyone’s trust. For example, explaining clearly what hyaluronic acid is good for or why sun protection is so important can satisfy their thirst for knowledge.

Open the door for everyone to see: Tell more about the brand’s own story, how the product is made, and the values ​​that the brand adheres to. Showing sustainable material sources, not doing animal testing, or participating in charity projects can especially touch their hearts. In addition, it is particularly important to tell the truth about product ingredients and effects.

Play some interactive tricks: Use voting, quizzes, AR makeup filters and live Q&A functions to directly interact with users. Especially AR makeup trial is now almost a standard feature of cosmetics brands, because it allows users to “try” products interactively without burden.

Influencer marketing: find the right person, sincerity for sincerity

Influencer marketing is still effective in attracting these two generations, but it requires strategy and sincerity. They have sharp eyes and can tell whether it is a fake recommendation at a glance, so establishing a real connection is the basis.

Small influencers are more influential: Although celebrity endorsements are still useful, Generation Z and millennials, especially young people, are increasingly interested in “small influencers” with fewer fans. These bloggers usually have few fans but are highly interactive and trustworthy. Their recommendations feel like friends are sincerely recommending your products. It is best for brands to find influencers who have similar values ​​and really like to use your products.

Sincerity is the bottom line: When working with influencers, authenticity and transparency are a must. This means not forcing advertising scripts on influencers, but letting them naturally integrate products into their content. At the same time, clearly indicating that it is an advertising collaboration is non-negotiable, because both generations value transparency and will immediately unfollow if they feel deceived.

Make friends, don’t do one-time deals: Instead of finding a bunch of influencers for one-time promotion, it is better to establish long-term cooperation with a few selected influencers. Let these trusted voices continue to speak for the brand, which can slowly build credibility and deepen interaction. This relationship can even develop into brand ambassadors, establishing a more natural and powerful connection with users.

Value marketing: do something good, everyone can see

In addition to good products and active online activities, cosmetics brands must embrace value-driven marketing, especially focusing on environmental protection and social responsibility, in order to win the hearts of Generation Z and Millennials. They are becoming more and more opinionated when buying things, and hope that brands can meet their own ethical and environmental concepts.

People are more concerned about “whether the purchase is worth it”: Both generations are very concerned about global issues such as climate change and social equity. They are not just buying things, but also paying for the values ​​​​represented by the brand. This means that a brand’s commitment to sustainability, ethical manufacturing and social impact may be more important than the product itself. They may even be willing to pay a little more for products that are environmentally friendly, animal-friendly and fairly produced.

What should cosmetic brands do?

Ingredient safety and transparency: People want to avoid products with ingredients that are considered harmful in their formulas. Brands need to clearly state their “free from” list and explain why they chose these ingredients.

Packaging that doesn’t cause trouble for the planet: The impact of packaging on the environment is something they are particularly concerned about. Brands that use recycled materials, recyclable, refillable or biodegradable packaging have a big advantage. Practices such as reducing plastic packaging and creating recycling systems are very popular. Remember to make these efforts clear in product labels and advertising.

Production process is conscientious: Consumers want to know where the ingredients come from and how they are produced. Brands can win trust if they can prove that they source ingredients responsibly, adhere to fair trade and do not conduct animal testing. Certification from an authoritative organization is even better.

Support diversity and give back: Brands that actively support social causes, embrace diversity, and promote inclusion in marketing and within the company are particularly touching. For example, they use models of different skin colors in advertisements, support the LGBTQ+ community, or work for community development. But the key is to be sincere, and pretending will soon be exposed.

Do it without telling: With good practices, you still need to let your target users know.

Tell the story clearly: Share the brand’s mission, history and adherence to values ​​in an engaging way on the official website, social media or in collaboration with creators who share the same ideas.

Label certification clearly: On product packaging and advertising, highlight your environmental characteristics, certifications (such as the “cruelty-free” bunny logo, organic certification) and ethical claims in simple and clear words. Don’t engage in “greenwashing” – environmental propaganda that is unfounded or misleading.

Open the door to chat: Provide consumers with channels to ask questions and feedback. This open communication can enhance the sense of community and show that the brand really wants to improve.

Find the right partners to work with: Cooperating with environmental protection or social welfare organizations can amplify the influence of the brand and prove that your values ​​are not empty words. You can also create content that consumers like together.