Page 36 - EM Export Magazine Perfumery edition

COMPANY

UNLOCK ThE gROWTh POTENTIAL OF YOUR BRAND WITh

ORBICO

BEAUTy

A RELIABLE PARTNER WITh A PASSION

FOR BEAUTY FOR YOUR EUROPEAN ExPANSION

market and sell their products. Social media
platforms such as Instagram, Tik Tok, and youTube
have become powerful marketing tools, allowing
brands to reach a global audience and engage with
their customers in new and exciting ways. The rise
of Gen Z, highly connected and technologically
savvy, with their strong interest in self-expression,
individualism, and social activism and commitment
to diversity and inclusivity has brought about a
seismic shift in the industry exerting a significant
influence on the market. This diverse group of young
people rejects traditional beauty standards and
values individualism and self-expression instead
and expects the brands to reflect that.

BEaUtY BranDS nEED
tO ChanGE thEir StratEGiES
As a result, beauty brands are finding it necessary
The cosmetics industry has come a long way to change their strategies and product offerings
since its early days of traditional skincare and to appeal to this demographic to stay relevant
makeup products that dates back centuries. Today, and competitive. One of the most significant
it is one of the most dynamic, innovative, and changes brought about by Gen Z is the demand for
competitive sectors, which is driven by changing transparency and authenticity from beauty brands.
consumer attitudes toward beauty and self-care, This generation is highly skeptical of traditional
advancements in technology, and the increasing advertising and expects brands to be more honest
demand for natural and sustainable products that and open. They want to know where their products
are produced in an environmentally responsible way. come from, what ingredients are used, and how
Brands invest heavily in research and development they are made. Gen Z is also more interested in
to create innovative formulations that meet the sustainable and eco-friendly products, and they are
changing needs of consumers. Digital technology has willing to pay for brands that prioritize these values.
also transformed the way that cosmetics companies The Beauty industry in Europe is a highly competitive

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