Gen Alpha & Beauty
Project Overview
With Gen Alpha set to become the largest generation in history, beauty brands face a critical moment to understand their evolving mindset, shopping behaviors, and expectations. Estée Lauder was engaged to explore how this “phygital generation” raised on social media, gaming, and heightened awareness of sustainability is redefining beauty.
Research & Discovery
We started with a deep secondary research phase, analyzing:
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24 reports, 15 brands, 302 insights (sticky notes).
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Media consumption, shopping habits, and parental influence.
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Core beauty values: playful design, customization, sustainability, authenticity, gaming-inspired engagement.
Collaboration & Workshop
We ran a collaborative workshop with Estée Lauder teams to transform research into actionable insights. Through exercises and discussions, we mapped Gen Alpha’s:
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Dual-Consumer Journey (child + guardian decision-making).
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Gaming mindset driving expectations for interactivity.
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Circle of Influence — how peers, parents, and influencers shape routines.
The Outcome
The project delivered a strategic playbook for Estée Lauder, prioritizing where to innovate to reach Gen Alpha effectively from product design and brand storytelling to retail experiences and safe, educational digital touchpoints. The work equips ELC to build trust with both young consumers and their guardians, ensuring brand relevance in the decade ahead.
