Counter culture: 5 ways to Gen Z-proof your beauty store


Today’s bricks-and-mortar shopping experience is all about likes, shares and hits, but how do you get Gen Z beauty fans offline and in-store? Kseniya Sharin, Strategist at brand and retail consultancy FITCH, shares the design tricks of the trade

As Gen Z are set to become the largest generation of consumers by 2020, with a predicted spending power of £109bn, it’s time for beauty brands to pay attention to their needs and reap the benefits from connecting with this audience.

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So, how can you cater your beauty retail store for the Gen Z consumer?


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