GTR Magazine hears from Mavala and Elizabeth Arden on Gen Alpha's influence on beauty
Revealed through a social media campaign, Mavala's rebranding upholds its desire "to celebrate young women and men with confident, self-assured personalities in their natural and unique beauty"
"Social media, gaming platforms and virtual experiences are essential touchpoints for connecting with [Gen Alpha] highlighting the shift toward interactive and youth-focused consumer engagement," says Carly Ettinger at The Future Laboratory
As Gen Alpha (2010-2024) becomes a driving force in consumer behavior, beauty brands are tailoring their products, promotions and communication styles to match this tech-savvy and social media-focused generation. As shared by Carly Ettinger, US Trends Analyst at strategic foresight consultancy, The Future Laboratory, from its new Generations Now & Next 2025 Gen Alpha report, this generation is highly influenced by online content, with Mintel revealing that 66% of beauty users aged 12-14 discover new products through social media (source: Cosmetics Business). In 2023 alone, Gen Alpha spent almost US$4.7 billion on beauty products, outspending every other demographic (source: ATYM).
"Gen Alpha has become a major new demographic target for beauty and skincare brands courtesy of the 'Sephora Kids' trend of 2024. We believe they are more brand conscious than ever and this cohort seek online education from social media. Their top priorities when it comes to pre-purchase decision-making are brand name, ability to address skin concerns, price (and value for money), 'clean' ingredients and formulas that are ethically sourced or made and inclusive values," explains Ettinger.
Gen Alpha’s influence, she continues, is motivating beauty brands to adopt tech-first, playful approaches. "Social media, gaming platforms and virtual experiences are essential touchpoints for connecting with this generation highlighting the shift toward interactive and youth-focused consumer engagement." However, it is worth noting, even before social media, this age group is primarily influenced by their peers at school – where new-era social tribes drive both their aesthetics and attitudes.
In March, Mavala unveiled its new brand identity; the company seeks to connect more closely with its audience through a more distinctive and readable visual identity
Mavala Double-Brow serum works from the root through all phases of the eyebrow life cycle to treat sparse, thin and poorly defined eyebrows
Mavala’s new brand identity
In March, Mavala unveiled its new brand identity opening a new chapter in its history with a new logo, a new communication, a new website and a new manifesto: Mavala. Your care. Your style.
With a portfolio of over 850 products, Mavala has been an international player in beauty and skincare since 1959. According to the team, the company seeks to connect more closely with its audience through a more distinctive and readable visual identity and adapt its communication by prioritizing age-appropriate self-care, education and gentle formulations versus traditional content. "Our approach encourages healthy habits such as hydration, protection and simple self-care rituals, fostering a fun and responsible introduction to beauty for the future generations," says Head of Marketing & Communication, Kathleen Eymery.
Mavala revealed its new image through a social media campaign. "The campaign features a group of young women and a man brought together through dance, guided by an experienced choreographer," reads the updated press kit. "Together, they embody the brand’s expertise in a positive and modern way."
"This rebranding upholds the brand’s commitments and its desire to celebrate young women and men with confident, self-assured personalities in their natural and unique beauty," adds Eymery. "A reimagined identity with the same dedication to excellence."
Through this new brand identity, Mavala will create digital-friendly content that prioritizes social media platforms. With a focus on contemporary, light and stylish elements, its content strategy includes communication assets designed specifically to appeal to a younger audience, as well as dedicated educational content in the form of fun and engaging videos that emphasize self-care and wellness, rather than cosmetics. It will also highlight influencer collaborations and user-generated content that deliver authentic connections and meaningful engagement.
According to Eymery, households in both the United States and Asia show a growing interest in beauty products among Gen Alpha consumers, influenced greatly by current cultural norms, AI advancements and the evolving perceptions of beauty.
"In Asia, particularly in South Korea and Japan, early skincare education is even more ingrained, with an emphasis on hydration, sun protection and barrier care. While the US market prioritizes ingredient transparency and minimalism highlighting a growing awareness of gentle self-care, the Asian market leans toward advanced hydration and multi-step routines, even for younger consumers," she comments. "Mavala ensures its skincare and nail care products are tailored to global preferences, prioritizing safety and suitability for young skin, while offering a responsible and effective approach to beauty."
Elizabeth Arden is introducing its new HydraPlay Collection under the Eight Hour range, targeted as multi-beneficial simplified skincare for the next generation
Elizabeth Arden revamps packaging
Elizabeth Arden is currently re-inventing the packaging of its iconic cult skincare brand, Eight Hour, which it says is a fit for the whole family. In addition to the revamp, the company is introducing its new HydraPlay Collection under the Eight Hour range, targeted as multi-beneficial simplified skincare for the next generation.
"The campaign is vibrant, modern and speaks to a diversified multi-cultural younger age group. The use of colorful fun icons to shout out product benefits help the products to catch the eyes of our new younger fans," comments Yumie Chia, General Manager Travel Retail Asia Pacific.
"Importantly, the range is non-comedogenic, vegan and free of 'nasties' such as paraben. These traits are highly valued by Gen Alpha. Much of the marketing campaign for our Eight Hour range takes place via social media, the definite platform to be on to be seen by younger consumers."
According to Chia, in Asia consumers start using skincare from a much younger age than the West. Tweens and teenagers are heavily influenced by their mothers, caregivers, peers and what they see on social media, hence their awareness toward self-care and beauty regimen comes at an earlier age. “[Alpha Gen] is especially concerned about cleansing, moisturizing, acne care and sun care,” she says.
Elizabeth Arden’s Eight Hour HydraPlay 2-in-1 daily cleanser works to purify, refresh and sooth the skin
Combining shopping and entertainment
Beauty and skincare brands are increasingly integrating shoppable video content into their marketing strategies and interactive experiences. Elaborating on how "shoppertainment" is transforming the ways in which consumers engage with brands, Chia points out social media engagement is linked to impulsivity and a direct shoppable click in the purchase link prompts stronger conversion rates. "We have recently created a piece of shoppable video content targeted at our travel-easy capsules serum in collaboration with The Shilla Duty Free via iShopChangi shopping platform," adds Chia.
As visual media becomes a leading driver of e-commerce engagement and sales, Mavala has embraced this digital innovation through its new identity. "With video content focused on age-appropriate self-care products, these interactive assets not only entertain but also educate, fostering a deeper connection with the brand," explains Eymery. "By ensuring that young consumers can make informed choices, Mavala makes beauty discovery both fun and responsible." The team hopes that by integrating these multimedia approaches it will specifically enhance consumer engagement and brand awareness via its new website.
