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CREATIVITY IGNITED GEN Z BEAUTY & FASHION UNLEASHED ©2024

Gen Z is the most diverse, technologically connected, socially/ politically engaged generation and is at the forefront of trends. They are not only driving the latest fashion and beauty trends but are also reshaping the very essence of personal style and identity.

This report delves into the intersection of Gen Z’s life philosophy and their fashion and beauty preferences. The study further acknowledges that for Generation Z, individual style and beauty preferences go beyond simple fashion trends. Instead, they serve as powerful mediums for self-expression, identity assertion, and creative escape. By taking a qualitative approach, this research offers a comprehensive understanding of how Gen Z’s personal style reflects their broader outlook on life.

The research uncovers five major pillars that encapsulate Gen Z’s life philosophy, exploring within each pillar what makes it uniquely Gen Z. One of the key five pillars is Simplicity. Gen Z values simplicity and minimalism in their approach to life, fashion, and beauty. They are very intentional about the choices they make and what they want to prioritize in life.

Access to unlimited choices and information makes Gen Z lean toward embracing simplicity and minimalism, offering more opportunities to focus on meaningful pursuits and enjoying life.

This insightful report provides valuable resources and ideas fortailoring marketing strategies to Gen Z’s values and perspectives. Grasping the life values of Gen Z and how they shape their personal style preferences is essential for brands trying to establish authentic connections with this influential demographic.

The report includes insights and data regarding the following areas:

• The 5 major pillars for Gen Z
• Pillar influence on personal style and personal care choices
• Key influencers and what makes influencers relatable/relevant within each of the 5 pillars
• Examples of content that resonate with them within each pillar
• Recommendations on connecting with Gen Z including messaging

and what they are looking for from brands

Qualitative approach included:

• Roundtable discussions with Gen Z consultants
• Ethnographic qualitative interviews among 15-27 year olds
• Pre-tasking activities, including creative exercises on personal style and influencers
• Secondary research to augment information

Learn more in our syndicated report: Creativity Ignited: Gen Z Beauty & Fashion Unleashed” © Culturati 2024, the newest addition to our Culturati Gen Z Intelligence Series®

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Supercharge advertising effectiveness among Hispanic and Black audiences.

Unlock a $4 trillion powerhouse! Hispanics and Blacks make up nearly one-third of the U.S. population, wielding unprecedented buying power. Maximizing advertising effectiveness to create powerful and lasting impressions among these audiences is crucial for brand growth. Reaching and resonating with Hispanics and Blacks require a trifecta of deep cultural understanding, collective resonance, and authentic representation—it’s game-changing for marketers.

Culturati has released a revolutionary report: Unlocking Cultural Resonance for Hispanic & Black Advertising Success! ©2024 (Total n=800; Hispanics n=400; Blacks n=400), along with a playbook that leverages the Cultural Relevance Score™, a data-driven metric with 2 evolutionary dimensions.

This report utilizes Culturati’s new cultural relevance framework. It offers an in-depth exploration of both Hispanics and Blacks, leveraging Culturati’s advanced understanding of Universal Truths within each cultural cohort. Additionally, it demonstrates how these truths can be reflected to create effective marketing, drawing from Culturati’s previous syndicated reports, U.S. Hispanic/Latino Universal Truths © 2023 and Black American Key Themes © 2023. The Cultural Relevance Score™ tool assesses a combination of ad performance and alignment with culturally unique values to create key insights that can help elevate Purchase Intent and Likeability among these groups.

This map combines performance and relevancy measures into scaled indexes that allow you to see at a glance how ads measure up on engagement and cultural impact. This evolutionary approach uncovers actionable insights to help supercharge your communications initiatives.

The report and playbook are designed to help marketers understand what drives the scores within the performance and core cultural values metrics, using a benchmark against a set of commercials tested among these consumers from various categories, ranging from food, to auto, to banking, to home care. Additionally, nuances within the Culturati micro-segments for Hispanic and Black are highlighted to help you elevate cultural resonance and connections with target Hispanic and/or Black consumers for greater results.

The Cultural Relevance Score™ takes into account core cultural values and guiding principles for effective communication among each cultural cohort. For example, among Hispanics, integrating elements that authentically reflect their diverse realities is essential for fostering a genuine connection with your brand. For Blacks, ensuring sensitivity in portraying the Black community can make advertising more impactful. Additional and more complex insightful elements are revealed in the report.

Empower your team to craft culturally resonant content that captivates your audience! Contact us to access our advanced cultural metric for your next copy test or purchase our report & playbook to boost your team’s copy and creative development with advanced cultural guidance.

The report and playbook include data and insights on the following areas as well as guidelines on campaign elements that resonate. It also uncovers why some creative elements miss the mark on cultural relevance.

• Hispanic & Black American Buying Power
• Hispanic & Black American Core Values
• Cultural Relevance Scores™
• Drivers of Cultural Relevance Scores™, Ad Likability and Purchase Intent
• Ad Tones for top Performing Ads
• Ad Language Connectivity among Hispanics
• Guiding Principles for Effective Hispanic & Black American Communications
• Includes playbook that provides a step-by-step framework to leverage the Cultural Relevance Score™ which measures Cultural Reach and Performance, enabling advertising success amongst Hispanic and Black consumers

Trust Culturati to provide you with the tools needed to elevate your communication strategy and advertising effectiveness. Connect with us!

Culturati is committed to bringing human insights to the industry with the goal of texturizing today’s Polycultural mainstream and crystallizing opportunities for greater cultural relevancy in marketing. Since 2004, Culturati has helped many Fortune 100 companies build sustainable brand growth with advanced cross-cultural intelligence.

Source: 1. The Multicultural Economy Report 2022, Selig Center for Economic Growth

Source: 2. Culturati Cultural Intelligence Series®

Download an overview of the Culturati Gen Z Intelligence Series®, refreshed with the latest cultural and generational insights.

Culturati has developed the Gen Z Intelligence Series® to help brands deepen cultural fluency and stay aligned with the values, behaviors, and forces shaping Gen Z today. This growing suite of syndicated reports delivers breakthrough cultural data and human-centered insights designed to drive relevance and impact across categories.

The series currently includes:

• Unlocking Gen Z 3.0 ©2023
• Engaging Gen Z Through the Power of Sports 2.0 ©2025
• Creativity Ignited: Gen Z Beauty & Fashion Unleashed ©2024

Additional reports will continue to be added, expanding the depth and breadth of Gen Z intelligence over time. This year, we also launched The Future in Mind Podcast, led by Gen Z insider Izzy Martin and co-host Clarissa Vera, extending our insights beyond reports and into real-time conversations, tune in.

As with all Culturati consumer intelligence offerings, these reports combine cross-cultural analysis with robust generational insight to help brands navigate complexity and connect meaningfully with Gen Z. Contact us to learn more or to access the Gen Z Intelligence Series®.

Download an overview of this report. Understanding similarities and differences among the diverse Gen Z population can help create more meaningful connections & elevate brand resonance today and in the future.

In this new report from our Cultural Intelligence Series, you will deepen and broaden your consumer knowledge of 18+ Gen Z-ers vs. older cohorts. We will also take you on a breakthrough empathy journey that uncovers cultural nuances and key behaviors across White Non-Ethnic, Hispanic, Black and Asian Gen Z-ers.