Should you? Shouldn’t you? And if you do? How do you, do?
With 44% of Gen A parents purchasing beauty products for their children, this troublesome trend is not going away anytime soon. How do you manage this in the right way as a brand? We like to start with being informed and Civic Science Media Lab has pulled a summary together of where Gen A’s parents are at.
A lot of marketing teams are in the position “Do we market” what they can use or do you market that they shouldn’t?? We have seen some great examples, with Khiel’s latest campaign but does this leave parents with no guidance?
The key is to give the support this consumer and their parents need, whilst not aiming to profit off misguided children or cause damage & harm to their still developing skin.
If it’s not addressed you run the risk of Gen A using the products anyway and using them incorrectly. If over address it, you can be seen to be marketing unethically.
Here’s our tips on how to manage it
Embrace Transparency and Authenticity:
Gen Alpha and their parents value honesty and social responsibility. Focus on products that only have sustainable ingredients for young skin. Ensure the advice is not their to bulk up your bottom line. The sales will cost you more than they are worth in the long run
Sustainably and Social Responsibility
Be sure to sustainable practices, Gen A is on the serious back foot bases on the state of the planet which has been hugely impacted by the generations before them. Social causes should also match their and give support to their generation. If you are going to profit from Gen A you better be ready to help them come up in an extremely challenging world.
Make it Fun and Educational:
The best to irradiate the improper use of your brand is with education. It needs to be fun so the message lands but if you don’t want to see all the tweens blogging about the great effects of peptides, contor and anti aging products, it’s best to let them know what they can use and how… in a way that resonates with them still having a carefree childhood. Kids have to grow up so fast these days, let’s not contribute to this negatively. Gen Alpha thrives on engaging content. Interactive content like games, quizzes, or educational videos about the best ways to use your products
Build Their Self Worth
Unlike children of the 90’s, we have the opportunity and a responsibility to have a positive impact on how Gen A sees themselves as they grow. Those of us who have grown up with impossible standards and unhealthy body types will understand even more the importance of this. We have the opportunity to change the industry and raise a generation filled with self love, self worth and self admiration. Think of the Therapy bills they could save!
Most importantly, have fun it and make sure they are too!
They don’t need a 10 step routine, they don’t need your latest launch and they don’t need cake face for years to come. It’s unlikely they will the embarrassing trends like blue eye shadow and the Dream Matter Mouse streaks but they will still be trying to understand and work out their place in the world
It’s a tricky call and needs to be executed well. Need help to build your strategy? Let’s get on a call
Book a call with us, drop us a dm @weare_altitude or say hello@wearealtitude.co.uk
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