Helping a resurgent beauty brand tap into the heartbeat of Gen Z
custom research | Gen Z sounding boards | Gen Z advisory
An established beauty brand came to us to help incorporate Gen Z’s feedback into their new product development, their marketing and creative, and their innovation strategy.
“I love the [group chat], it’s been super insightful. And just having like the quick access to insights and the chat…we’re continuously getting feedback.
I feel like this has so much potential for us…I think it’s really a great way to get insights.”
Background
As culture continues to change at a faster and faster rate, the value and meaning of trends and behaviors get muddled alongside it. Marketers and advertisers across industries are struggling to keep up - for just as soon as one trend starts, it seems to fade out. What trends have value? What deeper, long-term behaviors do they inform?
To answer these questions, teams of today’s world must be increasingly in sync with today’s consumers - moving at the speed of culture itself. In the beauty industry specifically, this challenge is vitally important. Beauty trends, products and behaviors seem to shift faster than a trend can even be distilled. And with technology’s advancement, the incorporation of AI, AR and VR into the beauty conversation serves to only complicate these issues further.
For us to understand today’s consumers in culture, it has never been more important to listen, but also distill.
The Challenge
Create a Gen Z sounding board for the beauty brand that helps them tap in regularly to get insight into new products, trends, content, etc, with a mix of quant and qual, on top of more focused insight.
The Approach
The brand and a sample of curated Gen Zers available at any time in a group chat over the course of 3 months to get live, back and forth discussions via messaging on TikToks, new products, new trends, discussion around content, etc. The group chat served as an “always-on” sounding board for the brand, composed of Gen Z beauty enthusiasts eager to share their thoughts and opinions with the team.