Digital Marketing in the Makeup Industry - Attraction and Retention of Generation Z
DOI:
https://doi.org/10.47611/jsrhs.v11i4.3204Keywords:
makeup brands, attraction, retention, young consumers, satisfaction, digital marketing, loyalty, Generation ZAbstract
This study investigates the changing nature of marketing, especially by the makeup industry, as Generation Z increasingly employs its growing purchasing power. What do attraction and retention marketing tactics look like as brands seek to win Generation Z consumers? The research investigated the significance of Generation Z’s purchasing power, and found that younger consumers value personal connections, authenticity, and engaging with brands over digital platforms. Specifically in the makeup industry, social media, beauty influencer partnerships, and storytelling are employed to attract Generation Z. Brand communities, satisfying consumers, and loyalty programs are used to retain the younger consumers. A case study of the makeup brand Glossier illustrates how a digitally native brand uses digital tactics to win over the tech-savvy generation.
Downloads
References or Bibliography
The purchasing power of Millennials and Generation Z. (n.d.). Wunderman Thompson. https://www.wundermanthompson.com/insight/the-purchasing-power-of-millennials-and-generation-z
Fromm, J., & Read, A. (2018). Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers. In Google Books. AMACOM. https://books.google.com/books?hl=en&lr=&id=kVBLDwAAQBAJ&oi=fnd&pg=PP1&dq=gen+z+brand+influence&ots=fbVEsN-dHn&sig=B1uvTr2_roSxnwNiVNM5_1nNxAo
Widyanto, H. A., & Agusti, C. R. (2020). Beauty influencer in the digital age: How does it influence purchase intention of generation Z? Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 1. https://doi.org/10.25105/jmpj.v13i1.5453
Digital Marketing. (2013, June 10). Global Cosmetic Industry. https://www.gcimagazine.com/brands-products/news/article/21850193/digital-marketing
Luxury Beauty and Cosmetics Brand Marketing Strategies. (2021, June 25). https://wemotif.com/luxury-beauty-and-cosmetics-brand-marketing-strategies/
Wischhover, C. (2019, April 23). Heritage beauty brands get smart about marketing to Gen Z. Vogue Business; Vogue Business. https://www.voguebusiness.com/beauty/prestige-beauty-brands-gen-z-ysl-clarins-estee-lauder
cycles, T. text provides general information S. assumes no liability for the information given being complete or correct D. to varying update, & Text, S. C. D. M. up-to-Date D. T. R. in the. (n.d.). Topic: Beauty and cosmetics advertising in the U.S. Statista. Retrieved July 29, 2022, from https://www.statista.com/topics/8105/beauty-and-cosmetics-advertising-in-the-us/#topicHeader__wrapper
Why content marketing can level up your beauty business. (n.d.). Www.marketingdonut.co.uk. Retrieved August 1, 2022, from https://www.marketingdonut.co.uk/blog/20/08/why-content-marketing-can-level-up-your-beauty-business
Watson, A. (2021, June 10). News consumption on social media U.S. by generation 2021. Statista. https://www.statista.com/statistics/1124159/us-generational-social-media-news/
Digital Marketing Institute. (2021, October 19). 20 Influencer Marketing Statistics That Will Surprise You. Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you
Singh, S., & Sonnenburg, S. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26(4), 189–197. https://doi.org/10.1016/j.intmar.2012.04.001
Denton, K. (2019, May 1). How social media uses the psychology of persuasion to influence the purchase of beauty products to the young generations. Academicarchive.snhu.edu. https://academicarchive.snhu.edu/handle/10474/3514
Why good storytelling is the perfect tool to connect and communicate with GenZ. (n.d.). Business Insider. https://www.businessinsider.in/advertising/brands/article/why-good-storytelling-is-the-perfect-tool-to-bring-genz-to-your-side/articleshow/79001717.cms
Ritter, T. (n.d.). Customer Attraction and its Purchasing Potential. Retrieved August 1, 2022, from https://www.impgroup.org/uploads/papers/5679.pdf
Machado, S., & Marques, E. (2018). The disruption of retail through Gen Z: An exploratory study on the new customer journey and the impact of customer touchpoints on Brand Loyalty. https://repositorio-aberto.up.pt/bitstream/10216/117550/2/302811.pdf
Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
MacRae, D. (2022, March 22). 65% of Gen Z feel more confident online with community focused social apps. Marketing Tech News. https://www.marketingtechnews.net/news/2022/mar/22/65-of-gen-z-feel-more-confident-online-with-community-focused-social-apps/
Stokinger, E., & Ozuem, W. (1970, January 1). Social Media and customer retention: Implications for the Luxury Beauty Industry. IGI Global. Retrieved August 1, 2022, from https://www.igi-global.com/chapter/social-media-and-customer-retention/203327
Developing and validating five-construct model of customer satisfaction in beauty and cosmetic E-commerce. (2020). Heliyon, 6(9), e04887. https://doi.org/10.1016/j.heliyon.2020.e04887
Ayuni, R. F. (2019). THE ONLINE SHOPPING HABITS AND E-LOYALTY OF GEN Z AS NATIVES IN THE DIGITAL ERA. Journal of Indonesian Economy and Business, 34(2), 168. https://doi.org/10.22146/jieb.39848
Development of generation Z loyalty model on local beauty product. (n.d.). Retrieved August 1, 2022, from https://www.researchgate.net/publication/357626533_DEVELOPMENT_OF_GENERATION_Z_LOYALTY_MODEL_ON_LOCAL_BEAUTY_PRODUCT
Gustafsson, C. (2015). Brand Loyalty. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies, 1–2. https://doi.org/10.1002/9781118989463.wbeccs030
Gómez, B. G., Arranz, A. G., & Cillán, J. G. (2006, December 1). The role of loyalty programs in behavioral and Affective Loyalty. Journal of Consumer Marketing. Retrieved August 1, 2022, from https://www.emerald.com/insight/content/doi/10.1108/07363760610712920/full/html
Staff, W. M. (2021, March 30). Winning Young Consumers With a Relevant Mobile Loyalty Program. The Wise Marketer - Featured News on Customer Loyalty and Reward Programs. https://thewisemarketer.com/channels/mobile-loyalty/winning-young-consumers-with-a-relevant-mobile-loyalty-program/
April 19, M. L., & Pm, 2022 04:54. (n.d.). Olivia Rodrigo Named Glossier’s First Celebrity Face: Inside Her Debut Campaign. PEOPLE.com. Retrieved August 1, 2022, from https://people.com/style/olivia-rodrigo-partners-with-glossier-on-new-you-look-good-campaign-and-curated-makeup-set/
Thomas, D. (2019, August 22). What is the digital age? Www.ventivtech.com. https://www.ventivtech.com/blog/what-is-the-digital-age
The Science of Customer Satisfaction. (n.d.). The American Customer Satisfaction Index. https://www.theacsi.org/company/the-science-of-customer-satisfaction/
cbc08. (2019, October 29). Glossier’s Digital Marketing Strategies are Disrupting the Beauty Industry. CerconeBrownCompany. https://cerconebrown.com/glossier-digital-marketing-strategies/
Content. (2019). Generation Z Statistics - 99firms | November 2019. 99firms.com. https://99firms.com/blog/generation-z-statistics/#gref
Arévalo, A. (2020, September 18). Why Beauty Brands Should Care About Building a Community. Medium. https://alejandrarevalo.medium.com/why-beauty-brands-should-care-about-building-a-community-f95154911989
Published
How to Cite
Issue
Section
Copyright (c) 2022 Meghna Sahu; Kyle Karnuta
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright holder(s) granted JSR a perpetual, non-exclusive license to distriute & display this article.
