How Beauty Brands Are Marketing To Gen Alpha Consumers

"Beauty brands are constantly evolving to market to the next generation of consumers, and as Gen Alpha comes of age, brands are adapting to stay appealing to younger customers. Gen Alpha is the most technologically native generation yet, growing up completely in the age of smartphones and global connectivity. As a result, they're incredibly active on social media and use that as their main platform for product education and discovery."

""The biggest difference we have noticed is that younger generations don't just consume marketing-they expect to participate in it," shares Luis Garcia, CMO of Naterra, the parent company of the well-known body care brand Tree Hut. "Older demographics may still respond well to polished campaigns and traditional brand storytelling, but younger consumers want a two-way relationship where they can shape the narrative, give feedback instantly, and feel like the brand reflects their identity and values.""

Gen Alpha is the most technologically native generation, growing up with smartphones and global connectivity. They rely on social media as their primary platform for product education and discovery and are wary of overt marketing. Younger consumers expect to participate in marketing, shaping narratives and giving instant feedback. Brands must build two-way relationships that reflect customers' identities and values rather than prescriptive trend authority. Traditional polished campaigns are less effective than community-driven approaches that prioritize co-creation, authenticity, inclusivity, and transparent values. Successful beauty brands enable feedback loops and empower customers to contribute to brand direction.

Read at Forbes