Razors Cracked the Youth Market

When it comes to selling to the next generation, razor brands are cutting-edge

Gillette Venus

Published in MediaPost’s The Marketing Insider April 18th, 2019

Author Interview with NPR: Take a lesson from Gen Z: Let your body hair grow

“Game-changer,” “inspiring” and “empowering” are not the terms that usually come to mind when thinking about a device that removes body hair. But for Gen Z (ages 10–24), razor brands have become just that. Companies like Gillette, Billie, Harry’s, and Schick are killing it when it comes to marketing to this next wave of young adults, in large part because they have recognized key generational differences in how Gen Z navigates the world, and have adapted accordingly. Arguably, these self-care brands are more attuned to youth culture than the old guard of the youth category, as companies like Abercrombie, Hollister and Aeropostale are falling from grace.

Fortunately, what these razor brands are doing to be cutting-edge with this demographic are tactics marketers in most any category can adopt. Here are three insights advertisers and marketers in all industries can learn from to make the cut (not the type of cut you need to put a tiny piece of TP on) with our new and discerning customers, Generation Z.

Razor brands understand that Z has a complicated relationship with labeling their many identities

One of the most salient insights from my research with Generation Z was how complicated the nature of identity is. Raised with a keen awareness of intersectionality, privileges, a new suite of gender and orientation terms, and representing as the most diverse generation in American history, Z have found a rich new lexicon in which to describe their multi-faceted identities. Their lives are one where being an Afro-Latinx gender-fluid pansexual vegan is not out of the norm. While being able to put your identity into words can be empowering, there was also discomfort with the limitations that labels bring, and having to act according to someone else’s definition. Izelle G., a 22-year-old from Los Angeles told us “I feel like the society we live in is very quick to assume the identity of others.” When others label Z, they often get it wrong, and limit their full expression of…