UK beauty brand Sanctuary Spa is targeting a new Gen Z audience with the launch of Being, a bodycare range with an ethos and product collection that aligns with teen values of identity, self-expression and exploration.

Describing itself as “a bold, sassy, young brand targeting every she, he and ze in Generation Z shopping for bodycare on the high street”, Being has been developed with the help of Chloe Combi, an expert on Gen Z. As a governmental consultant on youth issues, she has been recruited to sense-check the brand’s development and ensure authenticity. “This young consumer is still figuring out who she is, and she uses beauty as her playground for self-expression,” says Combi. “They are more invested in beauty because of the way they live on-screen.” 

The brand’s product line is based on five gourmand fragrances that have been designed to appeal to younger tastes: Cloudberry & Lychee Blossom, Salted Caramel & Macadamia, Hibiscus & Coconut Water, Chilli Mango & Tonka Bean and Water Lotus & Pomelo. The full product line-up comprises a body lotion, bubble bath, shower gel, hand cream, body mist, body scrub, body butter, bath bomb and wash bag.

Being by Sanctuary Spa will also team up with The Mix, a UK charity providing support for young people on matters ranging from mental health and sexuality to career advice.

Priced accessibly at £5-10 ($6.45-12.90), Being products will be stocked in ubiquitous British pharmacy chain Boots from June 2017 and in Ulta in the US from October 2017. 

For more on teen beauty strategies see Teen-Targeted Beauty: Product and Teen-Targeted Beauty: Retail.