Industry pro, Deedee Crossett, will answer your burning questions about the industry every month.
Q: “How do we market services to Gen Z, a generation that many of us struggle to understand?”
A: Keep this in mind: Gen Z cares about the planet, they don’t think money and working hard is “everything” and they are influenced by their peers.
If you are looking to attract this new generation, make sure your product line is gender neutral, recycled packaging and ideally has some community based focus. For example, if every product sold or facial offered plants a tree that is motivating. Your consultation card, retail space and promos should avoid gender stereotypes. For example, you don’t need to ask the client if they are male or female to ask if they are pregnant or expecting.
Related: How To Make the Gen Z Client a Loyal Customer
Marketing should be visual and direct. They will not spend time reading marketing material until they are invested into a brand. If you are not familiar with TikTok, Instagram or other social media platforms find someone to do it for you. Having a poor media presence will damage your brand more than not having one at all.
Finally, focus on skin concerns like acne and sensitive skin. Provide health tips along with product offerings. If you are only “selling,” this generation will be turned off to your brand quickly! This generation, when committed, will bring a following and will market for you. Enjoy expanding your client base!
Founder and owner of the San Francisco Institute of Esthetics and Cosmetology since 2002, Deedee Crossett is an industry pioneer for raising the bar of undergraduate education for cosmetologists and estheticians. She can be reached at www.facebook.com/deedee.crossett and Twitter @DeedeeCrossett.
