07 Nov 2023 --- Rejecting the world of “fake news” and highly-filtered social media feeds, Gen Z’s adoption of TikTok has amplified their preference for authentic beauty product communications versus highly stylized ones, according to new research by Provenance. In its latest report, the brand communications solutions provider emphasizes that an open, candid and honest approach — sometimes evidenced through a brand admitting mistakes publicly — is critical for both customer conversion and retention in today’s shopping era.
