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.

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

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