By  on February 26, 2019

What should beauty brands do to attract a Gen Z audience? Focus on social media, reviews and free samples, according to Chegg.

Mitch Spolan, Chegg’s executive vice president of marketing services, invited four college students to join him in a panel discussion on their beauty spending habits. The women — named Kim, Jen, Jada and Elisa — were selected from Chegg’s research pool of 18,000 college students. Prior to WWD’s Forum, they provided Chegg a cumulative 10 hours of video footage of them shopping online.

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