Razors Cracked the Youth Market
When it comes to selling to the next generation, razor brands are cutting-edge
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.
