Why Brands Must Capitalize on Talent to Appeal to Younger Generations | by Sonia BOTON GBOH | Mar, 2023

On March 5th, Les Echos Entrepreneurs published a very interesting article about beauty brands and how digital platforms allow them to increase sales. The article highlighted the fact that these brands are often driven by talented individuals, such as Rihanna, Kylie Jenner, and Jennifer Lopez.

A few weeks ago, singer Rihanna wowed the audience during the Super Bowl halftime show. According to Cosmetics Business, searches for Fenty Beauty on Internet increased by 833% in less than 24 hours. This placement earned Fenty Beauty $5.6 million in earned media value within the first 12 hours following the show.

Standing out in a competitive market is difficult, but it is even more so in the cosmetics industry where new brands are emerging every day. Launching a brand has never been easier today, thanks to digital platforms: there is no longer a need for physical stores, brands can engage with their audience directly through social media and offer them more storytelling and a real experience. Digital native brands are competing with industry giants and forcing them to reinvent themselves.

According to the UMB study, 71% of 13–15 year olds and 51% of 16–34 year olds like the idea of seeing their favorite artist associated with an advertising campaign for a brand or product.

Recently, L’Oréal caused a stir in the market by announcing Aya Nakamura (the most listened to French-speaking artist in the world) as the new international ambassador for Lancôme, the leading luxury cosmetics brand. Is this an attempt to target young audiences? Modernize the brand image? Increase diversity in its communication? Probably all of the above.

Meanwhile, Chanel has signed Whitney Peak, an actress discovered in the reboot of the hit series “Gossip Girl”.

Indeed, younger generations are challenging brands more than ever. They expect more authenticity and strong values, particularly in terms of representation.

According to Tapinfluence, 71% of marketers believe that brand ambassador campaigns are the most effective forms of influencer marketing and the best way to recruit new customers.