Dr Barbara Sturm eyes Gen Z market with launch of microbiotic range

Dr Barbara Sturm eyes Gen Z market with launch of microbiotic range

THE WHAT? Dr Barbara Sturm is set to launch a skin care range designed to hook shoppers aged 12 to 25 years with microbiotic formulas to prevent hormonal break outs, according to a report published by Vogue Business.

THE DETAILS The theory behind the range is a back-to-basics collection aimed at this sceptical ‘seen-it-all’ generation. The line comprises a cleansing balm, anti-blemish serum, face cream and pimple treatment.

The range is simply and sustainably packaged in a biodegradeable bag and bottles/tubes, with product information accessed digitally via a QR code rather than a leaflet.

Sturm has also launched a college ambassador program, inviting students to join her community in return for product trials and video call consultations.

THE WHY? Vogue Business reports that not only do Gen Z value simplicity and authenticity but are also highly influential, persuading their parents to invest in products they believe in.

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