Target shoppers are especially looking for a good value for the money and product efficacy. They also value product reviews, family/friend recommendations, and authentic content. Content created for Target shoppers should include feedback and testimonials from real users sharing how well your product works and delivers a great value for them.
Amazon shoppers also value product efficacy but distinctly particularly value eco-friendly / sustainability claims and products that are good for sensitive skin. They also lean more towards influencer/celebrity recommendations. Partner with creators who value sustainability or have sensitive skin and highlight relevant product claims.
Sephora shoppers also value influencer/celebrity recommendations. They look for a trusted brand and are drawn to attractive packaging. Highlight your brand's heritage and credibility and show off your beautiful packaging visuals.
Ulta shoppers also value a trusted brand, but they pay particular attention to a product's ingredients list as well as product reviews. Have users share about your product's key ingredients and their benefits in content.
Gen Z consumers:
- Are especially value/promotion driven
- Are concerned that makeup products might irritate their skin
- Discover new beauty products by browsing in-store
- Discover products via user content on TikTok + Pinterest
- Tend to seek more social media content featuring a product they're interested in before buying
Millennial consumers:
- Value product reviews and authentic user content
- Prioritize a product's list of ingredients
- Discover new products via beauty blogs + brand websites
- Discover products via user content on Instagram + Facebook
- Tend to read product reviews and view photos on the brand website for a product they're interested in before buying
1. Highlight Product Attributes
Good Value and Safe for Your Skin for Gen Z, Authenticity and Ingredient Transparency for Millennials
2. Leverage Social Media Content
Prioritize trend-based video content on TikTok for Gen Z, engaging them with visually exciting, fast-paced tutorials or challenges. For Millennials, focus on Instagram content and product reviews
3. Tailor Promotions + Purchase Pathways
Meet price-sensitive Gen Z shoppers with discount-driven campaigns and in-store promotions. Millennials are excited to experiment with something new - engage them through online sales and department store loyalty programs, offering them exclusive bundles
4. Highlight Preferred Look
For Gen Z, focus on a lighter, minimalist, natural look. For Millennials, emphasize fuller coverage
5. Facilitate Product Discovery
Gen Z actively seeks out the latest trends and consumes more social media content before making a purchase - populate content covering different stages of their buyer's journey. For Millennials, ensure that you have authentic reviews readily available on beauty websites + blogs
