Nutritious is a new three-piece skincare collection from Estée Lauder that specifically speaks to the needs and wants of Gen Z. This trio includes a 2-in-1 Foam Cleanser, the Nutritious Radiant Essence Lotion and the Melting Soft Creme/Mask.
Jennifer Johns, Estée Lauder VP of marketing for North America, said that "Estée Lauder saw an opportunity to create something specifically geared toward younger Gen-Z consumers looking for high-performance beauty products that are ingredient-focused, consciously formulated and designed to meet their specific skin needs.” As such, the packaging for the products are playful, approachable and authentic.
To promote the collection to its target audience, Estée Lauder is launching a TikTok-focused campaign featuring four influencers and engaging college-age influencers via the Her Campus network.
What Makes This Trend Stand Out
- Ingredient-focused Skincare
- Companies can appeal to Gen Z’s preference for conscious formulations and ingredient transparency in skincare products.
- Playful and Authentic Packaging
- Brands can create approachable and authentic packaging for skincare lines targeted at younger consumers.
- Influence of Tiktok
- TikTok can be utilized by companies to promote their skincare products to the younger demographic.
Sectors Adopting This
- Beauty and Skincare
- The beauty and skincare industries can develop product lines that appeal to Gen Z and incorporate ingredient transparency and playful packaging designs.
- Influencer Marketing
- The influencer marketing industry can leverage college-age influencers to target Gen Z on social media platforms like TikTok.
- Digital Marketing
- Brands can use digital marketing strategies to reach younger consumers, including social media platforms and influencer collaborations.
