To be a successful brand, companies must be able to authentically connect with their target consumers. For brands that specifically target Gen Z, there is a certain level of pressure to perform well. The generation expects to be heard when they give their opinion, with products made to meet their needs and demands. To help these brands successfully communicate with their followers, Kyra, the global creative economy company, and Blended, a TikTok-native beauty platform, have collaborated to produce the State of Generation Z Beauty Report: Before , now and later. The report focuses on responses from 1,000 participants, ages 18 to 25, naming them “the most influential generation to date” when it comes to beauty. The study is the second research Kyra has conducted on generation needs, focusing on the purchasing behaviors and content preferences of both Gen Z creators and consumers in the subcategories of skincare, fragrances, hair and makeup.
“After the overwhelming success of our 2021 report, we are very proud to return with a deeper analysis,” says Marina Mansour, Kyra’s vice president of beauty and wellness. “It’s no secret that the beauty industry in general is closely following Generation Z as they are redefining what it means to be beautiful in various subcategories. This report helps put key behaviors and insights into context for brands, advertisers and , retailers and content creators can determine best practices to engage and resonate with Gen Z audiences.”
These are the key points of the report:
Skin care
Moisturizer is the number one product Gen Z says they can’t live without, followed by SPF and serums. Vitamin C is the number one body care product used by Gen Z. 75% have a specific body skin care routine. CeraVe is the number one facial skin care brand for the entire generation. Dove is the number one skin care brand for the body. 41% focus on acne-fighting skincare. 23% focus on skincare to combat skin texture.
Fragrance
60% of Gen Z owns more than three perfumes. 16% own between six and nine. 21% use perfume every day. 18% say they are looking for a product that expresses their personality. 43% would wear a gender fluid fragrance. 57% said that the appearance of the bottle played an important factor in their purchase decision. Vanilla, rose, and fruity are the top three scent profiles they covet.
Hair
74% of Gen Z can define their specific hair type, and 60% list it as a top purchasing priority as they seek hyper-personalized regimens. Hairspray, leave-in conditioner, and hair oil are the top three hair products. protein is the number one product they plan to add to their routines. TRESemmé holds the title as the top-ranked brand used by Generation Z.
Make-up
A third of those surveyed prefer not to wear makeup, only skin care for daily use. Light coverage products showed a 13% year-over-year increase in daily wear trends. Generation Z turns to mascara, concealer, and blush as daily makeup products. 28% said they now use fewer products in their routine since the onset of COVID-19. Elf is Generation Z’s favorite makeup brand.
The best trends of 2022 voted by Gen Z
90s Makeup SluggingFake FrecklesCream BlushSecrets In My IndustryMermaid EyesOrganic Skincare
“Generation Z has already played an integral role in reshaping the beauty industry as we know it, demanding more authenticity, transparency and inclusiveness of product offerings from the boardroom,” continues Mansour. “This generation is all about challenging norms and limitless creative expression, and this report helps convey these interests, pain points, and trends to key industry players.”
As Generation Z continues to openly express their beauty needs and desires, brands will need to continue preparing to evolve and meet expectations. With Gen Z paving the way, it will be interesting to see if subsequent generations will adopt the same buying mindsets or write their own rule books.
Source: news.google.com