Beauty Marketing is Not One Size Fits All – PR Strategies for Different Generations

Public Relations
Beauty Marketing is Not One Size Fits All - PR Strategies for Different Generations 04.02.24

The beauty industry is like a chameleon, always adapting to the shifting desires of its audience. The definition of “beauty” and how people chase it is never stagnant. Hence, a cookie-cutter beauty marketing strategy is a no-go in this vibrant terrain. 

For a beauty brand marketing campaign to make a mark, it needs to acknowledge and respect the varied preferences and media habits of different generations. 

Gen Z

Gen Z, born and bred in the digital era, live life one swipe at a time. Platforms like TikTok and Instagram are their stomping grounds, where they spawn, share, and shape beauty trends at warp speed. Here, influencers rule. Collaborating with genuine creators who echo Gen Z’s values is the game-changer. 

The era of one-size-fits-all beauty standards is passé. Gen Z relishes uniqueness and self-expression. From daring makeup to glitter, graphic eyeliner, and riotous hair colors, they’re also the trailblazers of the “slugging” skincare trend and view makeup as a medium for creative self-discovery. 

However, they don’t compromise on their social conscience. Eco-friendliness, ethical sourcing, and a brand’s dedication to social good are significant factors in their buying decisions. Brands that highlight their green practices and social responsibility initiatives strike a chord with Gen Z. 

Encourage user-created content

Invite Gen Z to co-create the brand story through interactive beauty brand marketing campaigns and contests. 

Be green and responsible

Openly share the brand’s commitment to being eco-friendly and ethically sourced. 


Millennials, proficient in everything digital, actively participate on platforms like Facebook and Instagram. They find user-generated content featuring real people using the products incredibly relatable. 

They want more than just products. They yearn for experiences. They respond well to interactive tutorials, workshops, and personalized consultations that offer more than just a basic product application. 

Millennials appreciate authenticity and social responsibility. They connect with brands that champion causes close to their hearts, be it environmental conservation, social justice, or mental health awareness. Transparency and a genuine commitment to making a positive impact are the building blocks of trust with Millennials. 

Engage through social media

Garner a sense of community through interactive content like polls, quizzes, and Q&A sessions. 

Showcase social commitment

Highlight the brand’s commitment to social causes and environmental sustainability through impactful beauty marketing campaigns and partnerships. 

Gen X

Gen X is all about practicality and value. Their busy lives call for time-saving solutions. In beauty, they gravitate towards products that yield visible results and uncomplicate their routines. They tend to be loyal to brands they trust. 

To earn that trust, a focus on quality products, dependable customer service, and clarity on the benefits each product brings is essential. 

Product efficacy

Clearly communicate the benefits and features of each product through easy-to-understand materials and messages. 

Traditional media

Use targeted ads in magazines and TV shows that Gen X enjoys. 

Baby Boomers

Baby Boomers are on the lookout for solutions that combat the visible signs of aging. Products that tackle wrinkles, fine lines, and age spots resonate with them. They appreciate simplicity and clarity in beauty marketing materials. Complex jargon is a turnoff. Instead, focus on the product’s ability to deliver noticeable results. 

Traditional media

Use targeted ads in print publications and TV channels that Baby Boomers prefer. 

Anti-aging solutions

Clearly communicate how the product addresses age-related concerns like wrinkles, fine lines, and age spots. 

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