Can a Beauty Brand Stretch From Gen X to Z?

Legacy beauty brands like Olay and Covergirl are actively expanding their marketing to target both Generation X and Z, reflecting a strategic shift in how they define their core audiences amid a highly segmented market.

Recent campaigns from brands such as Olay demonstrate a deliberate effort to appeal across multiple generations, including launching multigenerational messaging that resonates with both older and younger consumers. According to Business of Fashion, Olay’s recent campaign emphasizes inclusivity and diversity, aiming to bridge the gap between traditional and newer consumer segments. Industry experts note that this approach marks a significant strategic pivot for legacy brands historically focused on older demographics.

However, it remains uncertain whether these efforts will translate into sustained engagement from Generation Z, a group characterized by distinct values and preferences, or whether younger consumers will fully embrace brands with longstanding histories. Market analysts suggest that the success of such cross-generational campaigns depends on authentic messaging and product innovation that aligns with evolving consumer priorities.

Why It Matters

This development matters because it indicates a potential shift in how legacy brands are approaching market segmentation, seeking to remain relevant in a landscape where younger consumers increasingly influence purchasing decisions. Successfully appealing to both Gen X and Z could allow these brands to maintain market share and foster brand loyalty across diverse age groups, but failure to do so risks losing relevance in a competitive environment.

Background

Traditionally, brands like Olay and Covergirl have targeted older or more established consumers. Recent industry reports highlight a growing trend of legacy brands attempting to modernize their image and messaging to attract younger generations, who prioritize authenticity, diversity, and sustainability. This shift is driven by changing consumer behaviors and the increasing importance of social media marketing. However, the challenge remains whether these brands can authentically connect with Gen Z, who are more skeptical of traditional advertising and value brand purpose and social responsibility.

“Legacy brands are now trying to bridge the generational divide by emphasizing inclusivity and authenticity, but whether these efforts will resonate with Gen Z remains to be seen.”

— An industry analyst

“Our latest campaign aims to celebrate diversity across all ages, emphasizing that beauty is universal and timeless.”

— Olay spokesperson

What Remains Unclear

It is still unclear whether these multigenerational campaigns will result in sustained engagement from Generation Z or if younger consumers will view these efforts as authentic. The long-term impact of these strategies remains to be seen, and market response is still developing.

What’s Next

Next steps include monitoring the reception of recent campaigns, analyzing sales data across demographic segments, and observing how brands adapt their messaging to better connect with Gen Z. Industry insiders expect further campaign adjustments and product innovations aimed at strengthening cross-generational appeal over the coming months.

Key Questions

Can legacy beauty brands really appeal to both Gen X and Z at the same time?

Yes, by adopting inclusive and authentic messaging, brands aim to resonate with both demographics, though success depends on genuine engagement and product relevance.

What challenges do brands face in targeting Generation Z?

Gen Z consumers are skeptical of traditional advertising, value social responsibility, and prioritize authenticity, making it difficult for brands to connect without genuine purpose and transparent messaging.

Are there examples of successful multigenerational campaigns in beauty?

Recent campaigns from brands like Olay and Covergirl suggest efforts are underway, but it remains to be seen if these will be successful long-term or just short-term marketing tactics.

How important is product innovation in appealing to younger generations?

Product innovation that aligns with values like sustainability, clean beauty, and inclusivity is increasingly critical for attracting and retaining Gen Z consumers.