campaigns
chemophobia
gen z consumers
marketing strategies
social media marketing
misinformation
clean beauty
cancel culture
Consumers respond better to authentic recommendations rather than challenges to their current beliefs
A parental tone of voice and ethos resonates with Gen Z consumers.
For the average consumer, stories and personal anecdotes resonate more than scientific data.
In order to change consumers' mindsets, you must first win their trust.
The messaging around a product is just as if not more important than the effectiveness of the product.
Once an influencer establishes credibility with their audience, future recommendations will be more readily accepted
Influence is earned, not bought.
Many consumers will take information at face value if they feel the source is trustworthy and well-informed.
Demonstrating your brand's social responsibility is a way to avoid being canceled.
A way for a brand to show authenticity is to believe, stand for, and act on a social cause that Gen Z is passionate about.
Gen Z wants to see examples of the actions that brands are taking.
'Natural' and 'clean' are buzzwords that create impressions and influence consumer decisions, even if they aren't scientifically accurate.
To a consumer, "clean" may refer to the number of ingredients, not just what the ingredients are.
In addition to that, "clean" may refer to the physical look and feel of the product.
A subset of consumers with specific skin conditions approach skincare products as medicinal rather than beauty products.
These consumers perceive themselves as more "informed" and often have different purchasing criteria.
Consumers who read product contents usually only look for specific, known ingredients.
Consumers are generally looking for products with or without specific ingredients.
Consumers look for easily digestible advice when making purchase decisions.
Consumers don't always perform in-depth research on products and ingredients.
Consumers want direct recommendations for product that would be best for them.
There is a gap between the perceived and actual amount of research that consumers perform when making skincare purchases.
Familiarity and reliability are major factors for customer looyalty.
When a consumer finds something that works, they tend to stick with it.
Jergens mom
influencer
craft your
custom face
positive chemical
media campaign
hosting events around social cause
Kao has headed back to present our findings to upper leadership, and they want to continue spreading this information around the company.
