March 29th, 2023, Lesley Simeon
Cosmetics brand, e.l.f., and clothing company, American Eagle, have collaborated to launch a denim-inspired makeup and skincare collection aimed at the Gen Z audience. The limited-edition range, which features makeup products, skincare items and denim bags, will be available both, online and in-store.
The brands plan to support the launch of the collection with influencer content on TikTok, but how much impact do influencers have on purchase decisions?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - Gen Z consumers in the US (44%) are twice as likely as the general US population (22%) to agree with the statement that they “trust products recommended by celebrities or influencers.”
Two in five Gen Z consumers (43%) disagree with the statement that they “trust products recommended by celebrities or influencers.” A greater proportion (63%) of the general US population disagrees with the statement as well.
When it comes to which brand communication channels are most effective at winning over Gen Z purchases, offers via social media (such as TikTok or Twitter) hold the most sway. Over a quarter of Gen Z consumers (27%) say social media ads or promotions directly led them to make a purchase, Profiles data shows.
Branded emails (17%), direct mail (13%) and commercials on TV and mobile devices (10% each) are some of the other popular means of brand communication, Gen Z claims has led them directly to a purchase.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by David Sager on Unsplash