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Century-old beauty brands win over Gen Z with time-tested products, fresh marketing
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Nurse Zoey Ong, 25, is a VIP customer at Shiseido who often spends up to four figures during promotional periods.
ST PHOTO: BRIAN TEO
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SINGAPORE – While Gen Zers are often known for chasing the latest TikTok beauty fads, Ms Zoey Ong has different priorities.
The 25-year-old nurse chooses to cut back on clothes and other expenses so she can splurge thousands of dollars a year on skincare from Shiseido, a Japanese brand steeped in more than 150 years of history.
