UK beauty brand Sanctuary Spa is targeting a new Gen Z audience with the launch of Being, a bodycare range with an ethos and product collection that aligns with teen values of identity, self-expression and exploration.
Describing itself as “a bold, sassy, young brand targeting every she, he and ze in Generation Z shopping for bodycare on the high street”, Being has been developed with the help of Chloe Combi, an expert on Gen Z. As a governmental consultant on youth issues, she has been recruited to sense-check the brand’s development and ensure authenticity. “This young consumer is still figuring out who she is, and she uses beauty as her playground for self-expression,” says Combi. “They are more invested in beauty because of the way they live on-screen.”
The brand’s product line is based on five gourmand fragrances that have been designed to appeal to younger tastes: Cloudberry & Lychee Blossom, Salted Caramel & Macadamia, Hibiscus & Coconut Water, Chilli Mango & Tonka Bean and Water Lotus & Pomelo. The full product line-up comprises a body lotion, bubble bath, shower gel, hand cream, body mist, body scrub, body butter, bath bomb and wash bag.
Being by Sanctuary Spa will also team up with The Mix, a UK charity providing support for young people on matters ranging from mental health and sexuality to career advice.
Priced accessibly at £5-10 ($6.45-12.90), Being products will be stocked in ubiquitous British pharmacy chain Boots from June 2017 and in Ulta in the US from October 2017.