Strategies for selling make-up and cosmetics to American Gen Z

The make-up category is driving the growth of the US beauty industry

In 2021, the US beauty and personal care market surpassed 85 billion in retail sales, up 7 billion from pre-Covid sales levels. This is the strongest performance in a decade, and shows zero signs of slowing down: the projected CAGR of the US beauty industry is 6% until 2026. The 10% increase in retail sales of beauty products in the US was fueled by several factors:

• Boom in the make-up category
• Increase in cosmetics purchases also in brick-and-mortar shops
• Increased purchasing power of US consumers
• Increase in product prices

Make-up products are driving the sales of the beauty industry in the US, with +12% growth in 2021. Perfumes are also experiencing a significant growth trend, with an increasing number of US consumers wanting to buy men's fragrances. Let's now take a look at what a well-known American cosmetics and skincare brand is doing to innovate products and broaden its customer base in the competitive make-up landscape in the US market.

Selling make-up products in the US: how to stand out to succeed in the American market?

The marketing strategy for the USA implemented by the cosmetics brand E.l.f. to conquer the gamer target group

E.l.f. Cosmetics has created a limited edition line of make-up and skincare products inspired by the world of video games. To promote it, it is holding its launch event in a Los Angeles arcade with the best gamers in America. Items in the 'Game Up' line include eyeliner, nail polish, beauty masks and tools for applying make-up or gems. Each product in the line has a name that is familiar to US Gen Z online gamers, such as 'Ready to Play', 'Bonus Points', 'Extra Life Kit' or 'Shield Me'. All products have over-the-top aesthetics, intense fragrances and electric colors.

In addition to conducting a thorough product analysis, the cosmetics brand has devised a marketing strategy for the US to resonate in the minds of Gen Z, a demographic group with a clear preference for virtual spaces and alternative forms of socializing: tomorrow's launch event will be broadcast live on E.l.f.'s Twitch channel to reach gamers, who have long flocked to the streaming platform to watch interactive game-related content.

The lifestyle of the American Gen Z requires new ways of communicating the brand and engaging consumers

E.l.f. Cosmetics joins other companies in developing products that recognize the growing popularity of video games and the virtual world in American Gen Z culture. The US market for cosmetics and skincare products is indeed more competitive than the European one: launching innovative products and focusing on niche markets or micro-targets of consumers is crucial for success. Furthermore, it is crucial to know and use emerging digital platforms such as Twitch, always aiming to interact and connect with your target audience.