Members of beauty’s most esteemed old guard are gaining newer, younger loyalists.
Luxury heritage brands like Chanel, Dior, Prada and La Mer across categories are catching the coveted eyes and wallets of Gen Z shoppers as that demographic ages into the workforce.
Corporations’ marketing efforts reflect that. Young celebs like 31-year-old Austin Butler, 20-year-old Jenna Ortega and 22-year-old Emma Chamberlain have turn out to be sought-after beauty ambassadors, and high-end brands are rethinking distribution to incorporate Gen Z-friendly partners like Ulta Beauty and Amazon.
NielsenIQ data says that 61 percent of Gen Z shoppers are buying luxury beauty — higher than Gen X and Boomers, but two percentage points under Millennials — with that spend growing at the identical pace on the mass market....
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