In a special episode of WWD Voices, Jaime Elden, chief revenue officer of Listrak, discusses the impact of Generation Z, TikTok, and AI on marketing strategies during the WWD x Beauty Inc Beauty CEO summit. He highlights insights from the Listrak 2025 Beauty and Fashion Benchmark report, noting that Gen Z drives significant sales in beauty with a focus on skincare and has influenced the rise of luxury fragrance purchases among young men. TikTok Live is likened to 'QVC for teens', showcasing the importance of social commerce fueled by youth engagement.
"Fragrance is booming with young men and boys who are spending $200, $300 or even $400 on luxury brands... My son saw it on TikTok and we came back with lots of perfume from Europe."
"With artificial intelligence, Listrak is tracking and personalizing its marketing for brands through SMS or email. SMS brand communications have soared to 70 percent revenue growth year-over-year."
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