London – The brand is tapping into Gen Viz’s ethically aware purchasing habits with its new range of vegan make-up. In a Whole-system Thinking approach, the products are packaged using recycled materials, which are also easily recyclable.
With product names such as Washed Up Mermaid (blue) and Text Me Black (black), the brand takes a tongue-in-cheek approach designed to appeal to a social media-savvy Generation Z.
Although vegan, cruelty-free make-up is not a new phenonemon, using this approach to target a younger audience illustrates the rise of a more holistic and caring young consumer. For more on the evolution of the beauty sector, see our Beauty Futures Report 2017.