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– Next generation. Between Generation X and Millennials, there is a micro-generation called “Xennials.” Born in the late 1970s and early 1980s, this generation bridges the gap between Gen Z kids and their parents and is integral to the success of the brand portfolio founded by serial entrepreneur Katherine Power.
Power founded the fashion blog Who What Wear in 2006 and then looked outside the media. She is currently behind Versed, a skincare brand that is popular on social media. Beauty brand “Merit”and the wine brand Avaline co-founded with actor Cameron Diaz. The benefits are raised $20 million led by L Catterton’s Growth Fund. Mr. Power is also a partner in venture firm Greycroft.
Across this portfolio, Power has consistently aimed to serve its 30-year female clientele. This strategy also helped the brand reach other shoppers. “By targeting that micro-segment, we were able to reach generations below and above her,” Power says.
Provided by Versed
Thirty-year shoppers are now at or near their peak earning potential, with peak responsibilities such as caring for children and parents, home ownership, and job demands. These responsibilities make this customer an important touch point between demographics. It is known among retailers for its large basket sizes and high brand loyalty. “She’s buying her daughter blush and telling her mother to drink the wine,” Power explains.
Other cohorts have served as this connection point, but what makes Xennials unique is that they grew up in the analog world before quickly adapting to the Internet as adults. That experience makes this microgeneration both tech-savvy and nostalgic for the pre-Internet era. “We have a millennial mindset in many ways, but it’s a Gen X tradition and nostalgia,” Power says.
These qualities have guided Power’s brand-wide marketing and product strategy. Merit makeup is effective against fine lines and wrinkles, and is designed to be easy to apply with one hand, whether you’re a young person wearing makeup for the first time or a busy mom. Its campaigns typically feature talent over 40 years old This also applies to younger shoppers. gossip girl Actor Kelly Rutherford or Legendary Person fashion Editor Grace Coddington. At Avaline, 62% of the brand’s e-commerce shoppers are between the ages of 35 and 54, and the brand leans toward marketing wine for everyday moments rather than special occasions.
Cameron Diaz says she’s definitely a Gen Xer, but she considers herself a 10-year shopper. “It’s a mindset,” she says. For Diaz, that translates to a more typical millennial focus on ingredients and organic shopping, which is Avaline’s differentiator in the wine category.
Particularly advantageous are the become popular On TikTok. “We want it to be multigenerational,” Power says. “But we think targeting these women is the best way to achieve that.”
emma hinchliffe
emma.hinchliffe@fortune.com
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mover and shaker
Hornblower Group, an experience and transportation company, Michelle Mason Chief People’s Officer. Previously, he was the CHRO of Talent.com.
TravelNet Solutions, an integrated software and marketing solutions provider for the hospitality industry, has been appointed wendy glover Appointed as Senior Vice President of Customer Experience. Most recently, she served as Principal Consultant for 30A Vacation Rental Consulting.
RPM International is a provider of specialty coatings, sealants, building materials, and related services. Tracy D. Crandall Vice President, General Counsel, Chief Compliance Officer. She is currently RPM’s Vice President of Compliance and Sustainability and Associate General Counsel.
on my radar
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parting words
“I was reaching a career high, feeling respected, impacting the business, and making a significant contribution. But what more was I going to contribute? What beyond that? Were you planning on learning?”
—Laura Lowe Keown I quit my job as an executive at Lululemon to start my own swimwear brand.
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