Building Brands in the Digital Era: How to Engage Generation Z and Alpha Consumers in the Saturated Cosmetics Market

This thesis examines how beauty brands can strategically engage Generation Z and Alpha in the highly saturated cosmetics market by leveraging digital branding. Using got2b, a youth-centric brand by Henkel, as a case study, the research explores how digital-first strategies, such as inclusive branding, co-creation, and social purpose initiatives, align with the values and media habits of younger consumers. By combining branding theory with generational insights, the study demonstrates how got2b strengthens Henkel’s position in the youth market and offers a practical example of how brands can remain relevant and competitive in a digitally driven landscape.