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Australian chain Kmart targets Gen Z with new beauty offering

 The face of beauty is shifting, with younger generations leading a step change in the way the industry approaches marketing and retail. Rather than advertising products in the pages of beauty magazines or TV commercials, Gen Z is increasingly learning about and buying their cosmetics through social media and influencers – specifically, on TikTok. Gen Z currently makes up around 18 per cent of Australia’s population, making them an increasingly important market for savvy businesses, as