ZEROING IN ON GEN Z 

Marketing dollars are moving on from millennials. Members of gen Z born between 1995 and 2015 are quickly becoming beauty and wellness brands’ new darlings. There were IBE NY brands in every category catering to the needs of the tweens and teens ready to make their own personal care purchases. And purchase they will. Market research firm Numerator estimates this cohort of approximately 61 million Americans wields spending power amounting to $143 billion.

Gen Z consumers are the new darlings for beauty and wellness brands. Founder Risa Barash says TBH’s mission is to “help kids transition into and out of puberty by teaching them good personal care habits, guiding them through this sometimes awkward phase, and teaching them to read labels and understand good-for-you ingredients as well as ingredients to avoid.” (IBE NY 2019 Beauty Trends)

TBH: As Fairy Tales Hair Care founder Risa Barash’s children got older, she saw the need for hair and skincare products targeted to teens hit with hormones for the first time. In October 2018, she launched TBH, a seven-product range targeting 8- to 15-year-olds with deodorant, shampoo, conditioner, face wash and wipes, and body wash and lotion under $10. “When my son turned 12, his hair was so oily, and I began to see tiny clogged pores and blackheads around his nose,” recalls Barash. “That’s when I realized that the next generation of the Fairy Tales Hair Care customer was growing up as well and the lightbulb went off.” Barash worked with Allen Mazie and Jothan Cashero at Workshop Branding to forge a fun and approachable look for TBH. She says, “We wanted kids to know this was made for them. The text message style on front of pack is just perfect to get the brand story, ingredients and purpose across in a way that kids and parents are certainly familiar with.” Barash is already fielding requests from parents and children for additional TBH products and plans to introduce new items next year.

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