Commentary by Aleksandra Kujawska, expert of the Forum of the Cosmetics Industry
In the era of the generation we call digital natives, cosmetics brands must adapt their communication to young consumers, whose lives increasingly take place online. This adaptation means, on the one hand, that brands have learned to incorporate their target group's natural behaviors into their activities, such as taking selfies or seeking opinions about products from influencers. But the pace of our communication with consumers has also changed. Young people, from the Millennial generation, the selfie generation or Generation
Z, live fast and intensely, expect quick reactions and answers to their questions and needs; this
naturally forces a certain style of communication on brands. If we want to be competitive
and credible to our consumers, we have to be in always-on mode, says Aleksandra Kujawska, Senior Director for Corporate Affairs for Eastern Europe and Russia at COTY Inc.
In the era of the Internet and social media, the importance and power of influencers is also growing, and they are already an indispensable element of the communication strategies of the largest brands. This trend stems primarily from the fact that influencers are to a large extent an independent, and therefore credible, source of information for young consumers. Increasingly, we engage them in various types of activations, including having them co-create our products. Thanks to this, they are not only a source of information about the brand, but also its co-creator and ambassador. – adds Aleksandra Kujawska, Senior Director for Corporate Affairs for Eastern Europe and Russia at COTY Inc.
