How Executives in Expert-Founded Beauty Brands Balance Creativity and Business Success

Snapchat's Unfiltered Beauty Strategy: Capturing Gen Z's Heart with Good, Bad, and Messy Content

Update A New Era for Beauty on Snapchat In the fast-paced world of social media, Snapchat has emerged as a unique platform shaping beauty trends, especially among Gen Z. With its focus on raw, unfiltered content, Snapchat has captured the attention of beauty creators and consumers alike. With 932 million monthly active users, the platform is now targeting beauty influencers with a strategy that revels in the “good, bad and messy” aspects of everyday life. This approach actively promotes authenticity and relatability, making it appealing to a generation that values genuine connections. Why Snapchat’s Unfiltered Approach Resonates with Gen Z Gen Z craves real, unretouched moments, and Snapchat provides the perfect canvas. Unlike other platforms where polished images dominate, Snapchat embraces the chaotic beauty of everyday life. As Varshini Satish of Snap Inc. notes, creators are showcasing their daily realities, blending brand promotion with personal life in a format that feels accessible and genuine. This authenticity drives Trust—63% of Gen Z relies on social media for discovering new products. Snapchat influencers effectively leverage this platform to recommend beauty products in ways that resonate with their audience, such as displaying their skincare routines through real-time snippets. Such interactions foster trust, making product endorsements feel less like traditional advertisements and more like friendly advice. Creating Urgency Through Visual Storytelling The nature of Snapchat’s ephemeral content creates a sense of urgency for its users. Creators often post quick reviews and product demonstrations, fueling impulse buying. Adding to this dynamic is Snapchat’s augmented reality technology, allowing users to virtually try on products before making purchases. This unique feature not only engages users but also enhances their confidence in buying decisions. Moreover, the combination of community and FOMO (fear of missing out) leads to trends that spread quickly on the platform. Influencers galvanize their audiences into action, encouraging them to participate in challenges or take advantage of limited-time offers. In this way, Snapchat creators play a significant role in defining beauty trends and driving sales. Challenges and Opportunities Ahead While Snapchat is making strides in influencer marketing, it faces challenges, particularly in monetizing its user base. Despite a growing number of creators and engaged users, the platform recently reported losses, which indicates a pressing need for effective advertising strategies that resonate with both brands and users. This is where beauty brands can step in. Marketers need to focus on aligning their strategies with the changing dynamics of how Gen Z engages with content. For instance, brands like Clinique have successfully organized creator workshops in partnership with Snapchat, effectively marrying brand goals with creator needs. These intimate interactions not only promote products but also forge lasting relationships between brands and influencers. The Importance of Relatable Content Relatability is key in Snapchat’s beauty landscape. Followers tend to connect more with influencers who share honest and imperfect experiences. By engaging in “messy” content, brands can tap into the collective consciousness of a generation that openly discusses mental health and aspirations for authenticity. Snapchat allows beauty influencers to share not only their successes but also their struggles, creating a space for genuine conversations that resonate deeply with Gen Z. Conclusion: Embracing Change in Beauty Marketing As Snapchat continues to nurture a culture of authenticity among beauty creators, brands must adapt their marketing strategies accordingly. By partnering with relatable influencers who prioritize genuine connections, brands have the potential to create marketing campaigns that resonate with the values of today’s consumers. For companies looking to harness the power of Snapchat influencers, understanding this platform's intricacies can lead to meaningful results and sustained engagement with Gen Z. Embrace the “good, bad and messy,” and watch your brand soar in the beauty arena!