Dr. Sturm Is Targeting Gen-z COnsumers
Dr. Barbara Sturm, who pioneered the vampire facial, is notorious for her luxurious, but expensive facials and skincare line. Thus far, the brand boasts many products with an emphasis on combatting age. Some of Dr. Sturm’s biggest fans are Kim Kardashian and Victoria Beckham as fans.
This month Sturm is launching a microbiotic range for Gen-Z customers aged 12 to 25. The line will be comprised of a cleansing balm, hyaluronic anti-blemish serum, face cream, and ‘stinky’ pimple treatment, priced all under $100. Sturm believes the range will not only treat the needs of younger shoppers but also align with their values.
Unlike existing products, the new microbiotic range aims to help balance sebum levels by leaning into microbiome science. During puberty, the amount of the oily substance that coats and protects the skin, known as sebum, reaches an all-time high. Overproduction can allow harmful bacteria to thrive and lead to cystic acne.
Gen Z is the ethical generation that prefers sustainable products. To be successful with this demographic, beauty and skincare brands must do more than simply develop a product. Marcy Huang, senior strategist at DoSomething Strategic, the social impact consultancy arm of DoSomething.org explains, “Gen Z is a skeptical generation” because “They grew up in an era of misinformation as well as disinformation, and they very much bring that mentality to their shopping experience.”
In an effort to build trust with this weary audience, Sturm plans to connect with younger shoppers through her online skin school and a college ambassador program. Through these forums, Sturm will grow relationships with her consumers. Sturm explains, “The younger generation are overloaded. It’s confusing for them when there are a lot of empty marketing promises. Most brands’ approaches are so aggressive to the skin and create long-term problems for teenagers. You can prevent all this if you do the right thing from the beginning, by listening to trusted advice and using good products.”
Although this line will help younger consumers, Sturm must connect with them first, as her current audience is typically in their 30s or older. In some ways, Gen-Z is easier to reach through social media. However, the market is so saturated to the point that users often scroll past a product that might change their life. Additionally, despite the decrease in their typical pricing, Sturm’s new line is still a big investment for young consumers. So, the dr. Sturm brand has aimed their market at parents who already buy Dr.Barbara Sturm anti-aging creams and serums. Although I commend this effort, I believe that Gen-Z buyers are more informed than their parents. And, they know that. The best way to reach Gen-Z customers is to have influencers and characters on television use the products. However, I think they should stay away from TikTokers, for it is typically obvious that they do not actually use the brand. My pick would be The Apatow sisters. They both have a large following, are seen as very genuine, and have beautiful skin. They also represent the consumers who Sturm is trying to reach: emerging adults whose parents would use existing Dr. Sturm products. To me, Leslie Mann screams mom who religiously uses Sturm’s products.
In terms of acclimating Gen-Z’s values, the Dr. Barbara Sturm brand has done a great job. A recent future consumer report comprised of 1,500 US and Canadian consumers representing four generations of shoppers by the consultancy Kearney found that Gen-Z shoppers value simple and sustainable products more than the other generations. Additionally, 67% of respondents said they prefer to buy products made with ingredients they can understand. For packaging, 65% preferred simple formats, while 58% wanted it to be eco-friendly.
With these statistics in mind, Sturm has dispensed of all its outer packaging and replaced it with a biodegradable bag and bottle that the formulation comes in. They will no longer include informational leaflets made of paper and will have customers scan QR codes to read further information.
The Dr. Barbara Sturm brand should be seen as an example for other beauty brands looking to reach Gen-Z. This generation wants to be able to defend the brands and products they use. Brands can create strong relationships with new consumers by adjusting to their ethical values.
