I use Instagram. But I don’t use Instagram in the way that my daughters, who are 21 and 14, use Instagram. More to the point, Instagram doesn’t use me in quite the same way it uses my daughters.

我使用Instagram。 但是，我不會像21歲和14歲的女兒那樣使用Instagram。 更重要的是，Instagram使用我的方式與使用我女兒的方式完全不同。

From the moment they were born, members of Generation Z have lived their lives on the digital record. Everything about their experience of life is recorded visually. So many of their decisions — food, drinks, holiday destinations — are viewed through the prism of what can effectively be described as “potential Instagrammability”.

從他們出生的那一刻起， Z世代的成員就在數字唱片上過著自己的生活。 關于他們生活經歷的一切都以視覺方式記錄下來。 他們的許多決定-食物，飲料，度假勝地-通過可以被有效描述為“潛在的Instagram傳播能力”的棱鏡來查看。

It is a generation, too, that has money to spend. They might never be able to buy a house, priced forever out of property ownership by boomers and Generation X, but in the meantime, they have side hustles to create multiple income streams and apps on their phones to keep track of their spending; they’re a lot more financially savvy than their elders might give them credit for. And, crucially for marketers, they’re happy to spend eye-watering sums on the products they believe to be worth the online hype.

一代人也有錢可以花。 他們可能永遠無法買到一頭房子，但價格永遠不會被嬰兒潮一代和X世代所擁有的財產所取代。 他們在財務上比年長的人要聰明得多。 而且，對于營銷人員而言，至關重要的是，他們樂于在他們認為值得在線大肆宣傳的產品上花費大量資金。

With her birthday money this year, my youngest daughter bought shampoo and conditioner. But not just any shampoo and conditioner. These ones are, apparently, tailored specifically to her hair type. Her name is written in cursive on the bottles. When she made the order she could choose everything about the products, down to the pastel colour of the liquid and the strength of its scent.

我今年最小的女兒用她的生日錢買了洗發水和護發素。 但不僅是洗發水和護發素。 這些顯然是專門針對她的發型設計的。 她的名字草寫在瓶子上。 當她下訂單時，她可以選擇有關產品的所有內容，包括液體的柔和顏色及其氣味的強度。

The shampoo and conditioner are made by Function of Beauty and they were endorsed by Kim Kardashian in February, when she posed next to her Function of Beauty products (pastel pink ones, of course!) and gushed about how great they were. My daughter, who hadn’t even heard of the brand last Christmas, by July was prepared to allocate a significant portion of her birthday money to acquire their products.

這款洗發水和護發素是由Function of Beauty制造的，并于2月得到了Kim Kardashian的認可，當時她與她的Function of Beauty產品(當然是粉紅色的產品)并肩擺姿勢，并詢問它們的功效如何。 我的女兒去年7月份甚至沒有聽說過這個品牌，到7月，她準備將她生日禮物中的很大一部分用于購買他們的產品。

It was a significant portion, too. For one bottle of shampoo, one bottle of conditioner and a tub of hair mask, and after applying a 20% discount code, my daughter paid ￡48. That’s about sixty dollars. Sixty dollars. For liquid soap.

這也是很大的一部分。 一瓶洗發水，一瓶護發素和一桶發膜，并應用20％的折扣代碼后，我的女兒付了48英鎊。 那大約是六十美元。 六十元 。 用于液體肥皂。

You see, then, it’s a lucrative game. And it’s a heady combination, the sweet-spot pairing of surplus disposable income with a life lived predominantly online. Crack the mysterious code of Instagram- or YouTube popularity, and that whole market is yours for the gobbling.

您會看到，這是一個有利可圖的游戲。 這是一個令人興奮的組合，多余的可支配收入與生活在網上的甜蜜點配對。 破解Instagram-或YouTube受歡迎程度的神秘密碼，整個市場就是您的強項。

As a result, more than ever, packaging is vitally important. Because of those visuals. Packaging can make or break a new product, regardless of that product’s quality or provenance. If it doesn’t look good in an Instagram #shelfie, chances are it’s going nowhere fast.

因此，包裝比以往任何時候都至關重要。 因為那些視覺效果 。 包裝可以制造或破壞新產品，無論該產品的質量或出處如何。 如果它在Instagram #shelfie中看起來不太好，則很有可能發展得很快。

And what I’ve noticed, more and more, is that in the skincare and beauty world it is impossible to ignore the new and growing trend for a particular, non-sugary, slightly medicinal pink. It’s called millennial pink, and it’s a colour that’s been on everything from walls to dinner plates in the past few years. But nowhere is it more prevalent right now than in the beauty industry.

我越來越注意到的是，在護膚和美容界，不可能忽視一種特殊的，非食用性的，略帶藥用的粉紅色的新趨勢。 它被稱為千禧年粉紅色 ，過去幾年來，這種顏色一直出現在從墻壁到餐盤的所有東西上。 但是，現在沒有比美容行業更普遍的了。

On my own bathroom shelves, a quick glance is all I need to see that pale pink is everywhere. My Beauty Pie cleanser, Lixirskin Vitamin C serum and Frank Body coffee scrub all feature neat black writing on a delicate peachy-pink background. So does my Glossier Futuredew moisturising primer.

在我自己的浴室架上，我只需要看一眼便看到到處都是淺粉紅色。 我的Beauty Pie潔面乳，Lixirskin維生素C精華液和Frank Body咖啡磨砂膏均在精致的桃粉色背景上呈現出純凈的黑色書寫效果。 我的Glossier Futuredew保濕底霜也是如此。

I didn’t buy any of these things after seeing them on Instagram, but I definitely judged them visually when I was out shopping. I don’t see myself as a particularly easily influenced consumer, but I’ve clearly already absorbed the message that there’s something classy and covetable about those bottles and tubes; that their contents must be worth a second look.

在Instagram上看到這些東西后，我沒有買任何東西，但我絕對是在外出購物時憑視覺判斷它們。 我不認為自己是一個特別容易受到影響的消費者，但是我顯然已經吸收了這樣的信息：這些瓶子和管子有一些優雅而令人信服的東西。 他們的內容必須值得一看。

光澤器：一切開始 (Glossier: Where It All Began)

When Emily Weiss launched Glossier in 2014, she was ahead of the curve. “Millennial Pink” didn’t hit mainstream headlines for another 3 years, but Weiss’ vision was strong from the outset.

當艾米麗·韋斯(Emily Weiss)在2014年推出《光榮榜》時，她處于領先地位。 “千禧粉紅色”再過三年都沒有成為主流新聞，但從一開始，魏斯的愿景就很強烈。

As well as her bold direct-to-consumer marketing strategy, which envisioned from the very start a brand based entirely online and marketed predominantly via social media, she had a clear idea of how her packaging would look.

除了她大膽的直接面向消費者的營銷策略(從一開始就設想一個完全基于網絡并主要通過社交媒體進行營銷的品牌)，她對包裝的外觀也有清晰的認識。

Glossier branding is clean and clear. The font is sans serif, black and stark on a white background — but when colour does appear, that colour is pink.

光澤度較高的品牌干凈清晰。 字體為無襯線字體，黑色和白色背景上的鮮明色彩，但是當出現顏色時，該顏色為粉紅色。

When I visited the brand’s pop-up shop on Floral Street in London’s Covent Garden earlier this year (with my daughter, of course), Covid-19 was not yet a thing and hordes of teenagers and twenty-something girls were queueing several blocks deep to take selfies next to the pastel-pink rooftops and floral walls that formed the 3D backdrop to the flatlay-style cosmetics displays.

當我今年早些時候( 當然是和我的女兒)在倫敦考文特花園的花卉街上訪問該品牌的快閃店時，Covid-19尚不算什么，成群的十幾歲的少年和二十多歲的女孩正在排隊幾個街區在粉彩粉紅色的屋頂和花墻旁邊拍照，這些花色形成了平板式化妝品展示的3D背景。

The actual stock was not on show. We placed our orders via sleek iPad screens touted by pink-jumpsuited staff members, who then retreated behind a pink curtain and brought our purchases out in iconic pink bubblewrap pouches, tucked into pink floral bags.

未顯示實際庫存。 我們通過光滑的iPad屏幕下訂單，這些屏幕由穿著粉色連身衣的工作人員吹捧，然后他們退回到粉紅色的窗簾后面，然后將我們的購物裝進標志性的粉紅色氣泡包裝袋中，塞入粉紅色的花袋中。

It was, honestly, a bit like being doused in candy floss. But my daughter loved it and she spent money. Most everybody in that tiny shop was spending. More importantly, everybody was documenting their spending online, thus promoting the brand for free. And it had already been growing fast online for 5 years.

老實說，這有點像被棉花糖所浸沒。 但是我女兒喜歡它，所以花了錢。 那個小商店里的大多數人都在消費。 更重要的是，每個人都在網上記錄他們的消費，從而免費推廣該品牌。 而且它已經在網上快速增長了5年。

凱莉·斯凱(Kylie Skin)：保持趨勢 (Kylie Skin: Carrying On the Trend)

Five years after Glossier’s soaring success began (from $2m seed capital, the brand had grown to $1.2bn by March 2019), Kylie Jenner launched Kylie Skin, the May 2019 addition to her existing cosmetic brand Kylie Cosmetics, which had begun in 2015 with her famous “lip kits”.

在Glossier的飛速成功開始五年( 從200萬美元的種子資金開始，到2019年3月，該品牌已增長至12億美元 )之后，Kylie Jenner推出了Kylie Skin，這是她現有化妝品品牌Kylie Cosmetics于2019年5月推出的產品，該品牌于2015年開始她著名的“唇包”。

The lip kits were introduced in monochrome boxes, with white writing and graphics on a black background. The Kylie Skin product drop, though? Pastel pink, all the way. Put the name into Google and it’s a positive sea of pink.

口紅套裝被引入單色盒中，在黑色背景上帶有白色文字和圖形。 Kylie Skin產品下降了嗎？ 柔和的粉紅色，一直。 將該名稱放到Google中，這是一片充滿希望的粉紅色海洋。

Kylie Jenner, world-famous and a consummate veteran of the social media scene, knows her market inside-out. She, or her marketing team, knew that by choosing that particular shade they would be virtually guaranteed to enhance the inherent attraction of a range that, due to its founder’s huge fame, was already pretty much guaranteed to succeed.

舉世聞名，社交媒體領域資深人士Kylie Jenner全面了解自己的市場。 她或她的營銷團隊知道，通過選擇特定的陰影，實際上可以保證它們增強了該系列的內在吸引力，由于該系列的創始人聲名fa起，已經可以保證成功。

為什么無處可去 (Why It’s Going Nowhere)

There’s something delightful, I think, about the use in serious big-dollar marketing of a colour so often associated historically with babies; with “sugar and spice and all things nice”; with dolls and cupcakes and candy.

我認為，在嚴肅的大美元營銷中使用一種在歷史上經常與嬰兒相關的顏色是一件令人愉快的事情。 帶有“糖和香料，一切都很好”； 與娃娃，紙杯蛋糕和糖果。

Today’s pink is still an undeniably feminine hue, but it’s carving a noticeable wodge of space in an arena typically dominated by wordy, faux-scientific labels on brown glass bottles, or by monochrome, such as the white-on-black historically favoured by brands like Chanel or YSL.

如今的粉紅色仍然是無可否認的女性色彩，但它卻在舞臺上雕刻出明顯的空間，通常由棕色玻璃瓶上冗長的，人造科學的標簽或單色(例如品牌歷來喜歡的黑色白色)為主的競技場例如Chanel或YSL。

Women in business don’t need to hide any more behind the sort of branding that they think will be taken seriously by men. It’s a subtle but definite shift. But it’s a shift, too, away from the Victoria’s Secret-style Barbie pink, the sort of pink that men think women like. This new pink doesn’t need to be sexy, and as a result, it’s somehow sexier than ever.

從事商務活動的女性無需再將隱藏的品牌隱藏在她們認為男性會重視的品牌背后。 這是一個微妙但確定的轉變。 但這也與維多利亞秘密風格的芭比粉紅色( 一種男人認為女人喜歡的粉紅色)有所不同 。 這種新的粉紅色不需要性感，因此，它比以前更性感。

The pale Millennial pink used by today’s big hitters, with its clear neat logos and no-nonsense fonts, is a new force. It’s feminine but it’s not infantilising. It’s pretty on a bathroom shelf, but it speaks to the purported quality of the products it houses. It’s not just a pretty face.

當今的大型擊球手使用的淺藍色千禧年粉紅色具有清晰利落的徽標和簡潔的字體是一種新生力量。 這是女性的，但不是嬰兒。 它很漂亮，放在浴室的架子上，但是它所聲稱的所聲稱的產品質量卻可以證明這一點。 這不僅是一張漂亮的臉。

Most importantly, it speaks to the people who buy it and the sort of world they live in.

最重要的是，它向購買它的人以及他們所生活的世界說話。

If you’re launching a line of cosmetics in the 2020s, a decent bet for swift organic growth is to harness the power of social media marketing. And the best way to harness that is to make your product pop in pictures.

如果您要在2020年代推出一系列化妝品，那么快速有機增長的一個不錯選擇就是利用社交媒體營銷的力量。 最好的利用方法就是使您的產品在圖片中彈出。

Millennial pink, clearly, is the colour right now to make that happen.

千禧年粉紅色顯然是實現這一目標的顏色。