Within the changing beauty retail landscape, digital savvy brands that bear the imprint of enticing experience are winning the hearts of Generation Z.In collaboration with Beautycon, which is hosting its ninth festival this weekend in New York, Trendalytics reports that 73 percent of Generation Z department store purchases were done in store, thanks to innovative and social media worthy in-store experiences.Some brands that have successfully implemented these in-store experiences are E.l.f., whose influencer gathering space, Beautyscape, increased the brand’s Instagram following by 25 percent, and Kylie Cosmetics, which had customers waiting in line for two days before the brand’s New York pop-up opened."Retail is in a period of significant change, and younger consumers in particular now demand that their [real life] retail shopping be rooted in experiences,” said Moj Mahdara, chief executive officer and cofounder of Beautycon Media. “Everyone has this preconceived notion that Generation Z and young Millennial consumers are glued to their phones, only navigating life through a screen, but that couldn’t be further from the truth.”This gravitation toward immersive experiences extends to festivals, both beauty related like Beautycon, but also music festivals, like Burning Man and Coachella. The report states that 12 percent of 13- to 18-year-olds cite beauty festivals as their most important source for information when doing their beauty shopping.“Creative concepts at festivals like Coachella and SXSW push the boundaries of memorable, ‘snappable’ experiences by leveraging cutting-edge technologies or giving festival goers insider access,” said Karen Moon, ceo at Trendalytics. “Validating what works in pop-ups is a smart way to test concepts before rolling out more broadly.”The report also shows the power of limited quantity or exclusive products: consumers aged 19 to 44 years old are twice as likely to be affected by exclusivity when making a purchase. This influence was seen when Kat Von D sold out every shade of the brand’s latest Everlasting Liquid Lipsticks collection within 48 hours and when Tarte Cosmetics received 16 percent more engagement on Instagram after posting pictures with limited-edition products.A final key takeaway from the report is product loyalty. While 19 percent of Generation Z consumers versus 29 percent of shoppers over the age of 45 are loyal to a brand, hero products and brand partnerships keep attracting younger consumers. For example, 48 percent of consumers state their beauty shopping starts with a specific hero product, like Too Faced’s Sweet Peach Palette, which caused searches for "peach palette" to increase 16 times.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)