Cosmetic Habits of Generation Z: What’s Changing?

Cosmetic Habits of Generation Z: What’s Changing?

Generation Z, born between 1997 and 2012, is a young generation that has grown up intertwined with the digital world. This generation is also leaving its unique mark on the beauty and cosmetics industry. Moving away from traditional habits, Generation Z showcases distinct approaches in their cosmetic preferences. In this blog post, we'll explore the cosmetic habits of Generation Z and the impact these trends have on marketing strategies.

1. The Search for Naturalness and Transparency

Generation Z places great importance on the ingredients and ethical values of products. These young consumers prefer chemical-free, natural, and sustainable products. According to a report by Nielsen, 54% of Generation Z consumers prefer natural and organic products, while 40% pay attention to whether the products are eco-friendly. This trend forces brands to present product ingredients more transparently and use environmentally friendly packaging.

2. A Minimalist and Skincare-Focused Approach

Generation Z places more emphasis on skincare than makeup. Focusing on achieving healthy skin rather than superficial beauty, this generation embraces minimalism in skincare. This is due to their preference for a more natural and clean appearance over heavy makeup. This trend has given rise to "skinimalism," a movement that emphasizes the use of fewer but more effective skincare products.

3. Purchase Decisions Influenced by the Digital World

Generation Z relies heavily on the content they come across on social media platforms. They are inclined to try products they see on Instagram, TikTok, and YouTube. Influencers and beauty bloggers, in particular, play a significant role in shaping this young generation's cosmetic preferences. A study by Ipsos reveals that 70% of Generation Z makes cosmetic purchases based on the recommendations of social media influencers.

4. Customization and Personalization

Generation Z values individuality and seeks products that cater to their unique needs. This generation is drawn to customizable and personalized beauty products, allowing them to create something that feels uniquely theirs. According to a report by Deloitte, 42% of Generation Z consumers are interested in personalized beauty products, from custom foundation shades to skincare regimens tailored to their specific skin concerns. This trend encourages brands to offer more flexible and adaptable product lines, often using technology like AI and machine learning to create bespoke beauty solutions.

5. Sustainability and Ethical Production

Sustainability is a top priority for Generation Z. It is crucial for them that products are cruelty-free, vegan, and come in recyclable packaging. According to a McKinsey study, 50% of Generation Z consumers shop based on a brand's ethical values and steer clear of brands that do not align with these values.

Generation Z is leading the way in making fundamental changes in the cosmetics industry. Natural ingredients, minimalism, social media influence, genderless beauty, and sustainability are among the most important topics for this young generation. Brands can attract the interest of Generation Z and build a loyal customer base by developing strategies that align with these habits.

References:

• Nielsen, Generation Z Consumer Habits Report, 2023.

• Ipsos, The Impact of Social Media on Cosmetic Shopping, 2023.

• McKinsey, Ethical Consumption and Generation Z, 2022.