September 2, 2020 Vanessa Niragira
The times of brand loyalty and “it’s just what I buy” are behind us, or at least that’s the case for Millennials and Generation Z!
Selena Gomez (singer, songwriter, actress) has launched a beauty brand that’s set to be sold on her website as well as Sephora stores (online & physical locations). This beauty brand offers a full range of makeup products.
The reason her brand along with many others are so important is the reason behind the launch isn’t solely for profit and/or just to shake up the competition. The beauty brand is meant to not put such an emphasis on beauty standards, but to try and encourage the consumer to do whatever makes them feel their best! This isn’t even the initiative behind the brand, this is just an added bonus!
Gomez has been open in the past about her struggles with mental health and even revealed in April she had been diagnosed with bipolar disorder. In July she started the Rare Impact Fund which focuses on raising $100 million over the next decade to help bring mental health services to underfunded communities. So when she launched Rare Beauty, she did so with the pledge to donate 1% of all sales (including those made through Sephora) to the Rare Impact Fund.
So what does this mean for you and all other future brands? We’ll tell you! Brands like this succeed in this day in age because they stand for something other than profit! The younger generations aren’t as brand loyal and tend to care far more about doing good and changing the current world for a potentially better future.
So in the event, you’re planning to start a brand; try to think about your brand’s messaging, voice and values, and whether or not it resonates with the younger generations. Of course, this doesn’t apply to all brands, but it’s important to keep in mind.
Not your first rodeo? Been around the block a few times already? If you’re already an established brand but looking to skew into a younger audience, take the time to find something that reflects your brand’s image and resonates with your current and prospective audiences! Most importantly find something that hits home for the brand’s leadership.
Don’t just look for causes that might seem on-trend, instead find one that you’re passionate about and prepared to go all-in with your brand. And remember, just because the younger generation may have been born yesterday, don’t think you’ll have them so easily fooled. You can’t fake passion.
Curious if this applies to your brand? We would love to hear from you!
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Vanessa Niragira, Oakville, Ontario, Sept 2020