Targeting Gen-Z Through Beauty Visuals

With more of the Gen-Z population entering the workforce, they have growing buyer power. This makes them a generation to look out for when targeting audiences. 

However, their behaviors have not been as easy to follow and brands have expressed difficulties in marketing to them. From being the first generation to grow up in a digital world to embracing the huge diversity in their group, it is important to find new ways to market to this generation.

Idea Illustration Visuals

Being a part of Gen-Z, I prefer to be informed on products I consume. This includes learning about the benefits, key ingredients, or even how a company develops a product to ensure sustainability. An effective way to inform Gen-Z of these things is through visualizations.

Visualizations are easy to digest and memorable to where the audience can retain even the most complex  information.

One of the four types of visualizations talked about by Scott Berinato, Senior Editor at Harvard Business Review, is idea illustration. According to Berinato, these visuals have a simple design while demonstrating more complex ideas. 

This is suitable to the Gen-Z consumer because they’re likely not experts in the chemistry of cosmetics. Breaking down the key ingredients or formulas with their benefits through a visual gives the consumer a better understanding that could influence their purchase decision.