Yahoo TV

prestige branding — you know, the variety of items you could only purchase at department stores that were often met with a slightly spiked price tag. However, gone are the days of selectivity with beauty, thanks in part to businesses like Sephora and Ulta that now offer a bit of everything for everyone. prestige brands are targeting a new consumer as it looks to remain relevant and progressive in the beauty sphere: Gen Z. A 2019 survey revealed that 80 percent of teens say they get their beauty tips from influencers. Perhaps that’s why more and more prestigious brands have tapped young ambassadors to bring their products up to speed. Zendaya for Lancôme, Kaia Gerber for YSL Beauty, Iris Law for Burberry beauty — and the list continues to grow. With a need for familiarity, Gen Z is now pushing the beauty conversation into the world of masstige . — a mix of prestige-esque products at the affordable mass-market price. For instance, Clinique adapted its Dramatically Different Moisturizer in a lotion, gel and clear jelly to cater to an Instagram consumer. Sephora Collection launched a clean skincare collection of products that show the percent of natural ingredients on each label while making the packaging simple and chic for photos