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Sincerely Yours Sincerely Yours 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. They’re wary of being outright marketed to, instead seeking out authentic connections and brand values that align with their personal values. In order to effectively market to them, brands must take a new approach. To learn how the beauty industry is evolving its marketing to appeal to Gen Alpha, I spoke with representatives from Tree Hut, Sincerely Yours, and fwee. Here’s what they had to say about the changing beauty landscape and how Gen Alpha is interacting with their products: What sets marketing to Gen Alpha apart from traditional marketing strategies? What makes marketing to Gen Z and Gen Alpha different than marketing to older demographics? “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.” Unlike older consumers, Gen Alpha doesn’t look to brands as authorities dictating the trends but rather as communities where the customer’s feedback is just as integral to the shaping of a brand. Tree Hut Fall Collection Julia Straus, Co-Founder and CEO of the new Gen Alpha-focused skincare brand Sincerely Yours, agrees with that desire for involvement in the brand’s processes, saying that younger consumers “want to be part of the process, see the behind-the-scenes, and connect with someone like Salish [Matter], whose authenticity sets the tone for the brand.” For Sincerely Yours, they’ve taken things a step further by working with 15-year-old mega-influencer Salish Matter as the co-founder and face of the brand. Not only is Salish a fellow teen that the brand’s similarly-aged target customers can connect to, but she’s proven to be an effective influencer who can utilize social media to bring her audience on that ever-valuable behind-the-scenes brand journey. “Young people can spot when something’s forced,” Straus elaborates, “and with Salish, it feels natural and honest.” MORE FOR YOU Sincerely Yours Kindly Clean Hydrating Cleanser Sincerely Yours Where do you market to Gen Alpha? “Definitely TikTok,” says Heeyeon Kang, who works on Korean beauty brand fwee’s US marketing team. “With its short form format, it’s the perfect space for today’s fast-paced audiences to quickly discover, engage, and even shop, especially with TikTok Shop making instant purchases easier than ever.” Straus echoes the sentiment, noting that TikTok “is where our younger audience spends most of their time, it’s where they discover new brands, share with friends, and expect to see content that feels real and fun.” But don’t expect to see typical ads and overly-branded content all over these companies’ accounts. “Behind-the-scenes looks, humor, interactive polls, and user-generated content drive much higher engagement among younger demographics,” Garcia shares, stressing the importance of showcasing the process of the brand and their decision-making as opposed to just the final products. What are the trends that are appealing to Gen Alpha consumers right now? fwee Blurry Pudding Pot “When it comes to beauty, Gen Alpha is drawn to unique, tactile textures and playful visuals,” Kang explains, pointing to fwee’s Pudding Pot that recently went viral due to its unique and satisfying pudding-like texture. “They want something new, collectible, and sensory.” For Tree Hut’s customers, Garcia named three major trends amongst Gen Alpha consumers: “Blended reality, gamification, and cause-driven consumption.” On the first two points, Gen Alpha is quickly adopting AR experiences and a blending of the digital and real worlds to enhance their everyday experiences. Gamification adds that extra layer of involvement, encouraging customers to interact with the brand through challenges and rewards. The focus on brand values is another trend we’ve seen grow in popularity with younger consumers. They’re seeking out brands that align with their values regarding sustainability, inclusivity, and social impact. What products are Gen Alpha consumers gravitating toward? Tree Hut x Peanuts® Collection Tree Hut x Peanuts® Nostalgia and throwback marketing are big for Gen Alpha consumers, according to Tree Hut’s Garcia. “I recently saw a TikTok where cord phones are being reintroduced!” he adds. Even though Gen Alpha hasn’t experienced an analog world, because they are surrounded by technology, they’re curious about nostalgic tech and pop culture of the past. “This generation also shows an affinity for products that intersect with entertainment and play; anything that feels fun, interactive, and sharable gets their attention quickly.” Tree Hut’s first product collab, the Ulta-exclusive Tree Hut x Peanuts collaboration, is the perfect blend of nostalgia, entertainment, and great products that speak so strongly to Gen Alpha. Sincerely Yours The Essentials Sincerely Yours For Sincerely Yours, they envisioned their initial 4-product lineup as a complete system of essentials, which all sold out shortly after launching on Sephora’s website. “The cleanser, serum mist, moisturizer, and SPF were designed to work together, so seeing balanced demand validates the system,” shares Straus. She also notes that it’s particularly exciting that the Sunny Side Up Mineral Sunscreen is performing well, even after summer, and how that reflects Gen Alpha’s skincare education and understanding that “SPF is a year-round step, not just for summer.” fwee Blurry Pudding Pots As for fwee, it’s their most inventive products like the aforementioned Pudding Pot and their 3D Voluming Gloss that are the biggest hits amongst younger consumers. Not only are these products fun and playful in their designs, but they are also available in a variety of colors that make them appealing to a diverse audience. “While most gloss ranges have just a few shades, fwee offers 12 colors, each with two intensity options (30% and 70%),” Kang describes, an innovation that “gives consumers the freedom to choose between a lighter or deeper look of the same hue [resulting in] a level of customization Gen Z absolutely loves.” All three of these brands have cracked the code when it comes to getting through to young beauty consumers, leading with authenticity, two-way connections, and innovation that continues to drive intrigue. As Gen Alpha continues to grow in their spending power, beauty brands, new and old, would be wise to follow these brands as great marketing role models. Editorial StandardsReprints & Permissions
