Hair

French skin care company Caudalie is one of the top beauty brands in the U.S. The Financial Times asked the company's founder, Mathilde Thomas, how a chance meeting led her to create a skin care treatment and move her family from Paris to New York. (Financial Times)

Millennials present challenges to marketers. They use multiple devices, sometimes simultaneously, making them harder to reach than individuals in other demographic groups. They engage with social media to a higher degree than any other demographic group. This audience wants to be heard; social listening, as well as conversational marketing, can provide insights for product functionality and messaging.

LONDON -- French beauty brand Bourjois is making it easier for consumers to get a professional-style gel manicure at home.

Bringing beauty to life” is Paris Presents’ mantra. For the company, accomplishing this goal — and catering to its millennial audience — means focusing not on products themselves, but on what those products can do for the customer and how they can help her attain her own objectives. For example, applying makeup to achieve a particular look. It also means working with social influencers who understand millennials and their priorities.

How can marketers successfully target and engage millennial customers in the New General Market? For Vogue International’s OGX brand, the secret to catering to the female New General Market consumer is to “remain authentic, foster open conversations with her and create a community she can engage in that provides the opportunity to create the brand she wants are really the linchpin of success,” according to Courtney Connelly, senior brand manager for North America.

Henkel not only has one of the highest engaging brands with millennials, but the company is making sure its team is as up to date with social digital tools as its youthful fans.

Blair Fowler, YouTube beauty influencer

Kao USA is a prime example of a company plugged into the New General Market, but also inclusive of all of its consumers’ needs. With its finger on the pulse of changing consumer trends, Kao USA has rebooted classics to introduce them to the millennial market, while not losing its loyal base. A component of its success has been teeing up with the right social influencers to convey authentic brand messages.

Sephora has debuted a section for curly haired women on its website. Popsugar reports that the company has launched a special hub for its curly hair initiative, which seeks to match the right products to a woman's ringlets. Users can look at a series of photos on the site and determine which category their strands fall into. (Popsugar)