L’Oréal wins over Gen Z with NYX’s fragrance mists

The L’Oréal Group has launched a new line of scented mists under its NYX brand, designed to appeal to Gen Z with affordable products that are in line with current beauty trends.

The L’Oréal Group is seeking to win over a new audience with the launch of a line of beauty products: scented mists for the body and hair, offered at an affordable price under its NYX makeup brand. Faced with increased competition from products inspired by K-beauty, cosmetics companies are ramping up their strategies to capture Gen Z. What if the beauty giants’ new ambition were to appeal to Gen Z in ways other than through makeup?

Gen Z is redefining the rules of beauty

What defines a generation is the fact of having grown up during the same period, within a similar historical, economic, and cultural context. However, what truly characterizes it are the values, concerns, and habits that emerge from that context.

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Featured photo : © NYX COSMETICS / L’Oréal