Client Name

Loreal Pakistan

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This study falls under the Behavioral Studies thought leadership area, as it focuses on understanding the behaviors, motivations, and decision-making patterns of Gen Z consumers in the beauty industry. By examining their beauty needs, rituals, and what influences their choices, the project aims to uncover how this generation interacts with brands like Maybelline New York and how their preferences are shaped by culture, media, and identity.

The insights gathered from this project have practical implications for businesses looking to better connect with Gen Z audiences. By understanding what drives their behavior, companies can create more meaningful marketing strategies, develop relevant content, and build stronger relationships with their consumers. This aligns closely with the Behavioral Studies domain, which explores how people think, feel, and act in various business contexts.

Aligned SDGs

GOAL 17: Partnerships to achieve the Goal

Aligned SDGs Justification

The project contributes to Goal 17: Partnerships for the Goals through recommending collaborations with influencers, content creators, and relevant organizations, enabling cross-sector cooperation to drive inclusive and sustainable growth in beauty marketing.

NDA

No

Abstract

This Experiential Learning Project (ELP) focuses on understanding the beauty rituals, decision-making patterns, and lifestyle influences of Gen Z women in Karachi to help Maybelline New York better connect with this critical demographic. The objective was to identify Gen Z’s beauty needs and rituals and deeply analyze their decision-making journeys in order to bridge the gap between MNY and this diaspora by developing targeted marketing strategies that resonate with this influential demographic.

A mixed method research design was used in which both qualitative and quantitative analysis were conducted.

The findings revealed that makeup is no longer used for it functional purpose but rather holds a very strong emotional value amongst the Gen Z audience. It acts as a tool for enhancing their features and giving them a boost of confidence as well. Many Gen Z consumers use beauty rituals to feel more in control, especially during stressful or uncertain times. Peer influence was stronger than influencer content, with trust in friends’ recommendations often outweighing influencer recommendations. Social media plays a large role in product discovery but rarely drives long-term loyalty. Quality, performance, and ethical alignment (e.g., cruelty-free, political neutrality) were the most important loyalty factors.

From our detailed quantitative and qualitative analysis, three distinct Gen Z personas, i.e. Functional Minimalist, Empowered Expressivist, and Selective Realist were but each reflecting unique motivations, behaviors and desires. These personas helped us design a set of actionable tactical ideas for Maybelline including: a digital storytelling campaign tailored to each persona; a “Match My Mood” interactive quiz; university pop-up events; a mental health-focused podcast; and a café collaboration linking Maybelline shades to drink flavors.

The main recommendation for Maybelline New York was to discard the ideology of one size fits all and evolves from broad messaging to personalized and transparent marketing tactics that meet the varying needs of such vast demographic. Gen Z consumers seek brands that feel authentic, adaptable to their routines, and aligned with their beliefs. Maybelline must position itself not just as a beauty brand but as a lifestyle companion that understands the pace and pressures of Gen Z life and is willing to realign and adapt to their fluctuating inclinations and aspirations.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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