With TikTok and accessible price pointments on your sideElf Cosmetics and CeraVe are the top makeup and skincare brands for Gen Z, according to the results of a new report from media company Gen-Z. Kira.
Kira‘s The “2022 Gen Z State of Beauty Report,” a survey of 1,000 participants ages 18-25, found that Elf Cosmetics ranks as the top makeup brand respondents use daily, beating out Maybelline. from the first place last year to second place in 2022. For skincare, CeraVe ranked first, indicating continued success of Affordable beauty brands that have achieved viral status on TikTok.
“There is a direct relationship” between brands that have gone viral on TikTok and those that rank higher with Gen Z, said Marina Mansour, vice president of beauty and wellness at Kyra.
TikTok was the #1 source of skincare information for respondents, as Gen Z “skin smarts” are actively researching ingredients and targeting preventative anti-aging products at a younger age than their millennial predecessors. CeraVe has especially benefited from this wave after leaning on its popularity with the best TikTok skin influencers as Hyram Yarbro, maintaining his momentum beyond the viral moments.
While acne remains the number one skin concern for Gen Z, they are becoming more involved in anti-aging as a preventative measure. While the #1 most used product among Gen Z is a moisturizer, SPF came in second place, followed by face masks in third place. Anti-aging hyaluronic acid jumped from eighth place in 2021 to fourth this year.
“The appetite for purchase is very high, but to get to that purchase, they need to see the before and after, and how it works in a routine,” Mansour said.
The popularity of famous brands on TikTok extends to makeup, where TikTok success story Elf Cosmetics ranked first on this year’s list. The brand that took first place last year, Maybelline, came in second place after experiencing its own successes on TikTok in the last two years. its sky high mask that went viral on TikTok in January 2021 still frequently sold on Amazon.
“Elf has been fearless with her approach to TikTok,” Mansour said. “They have been very bullish on the platform, and that shows.”
Gen Z’s makeup favorites extend beyond drugstore brands when it comes to products they’ve found on TikTok: Dior Beauty jumped into third place this year after seeing multiple products. provoke a frenzy in the app, including your Rosy Glow Blush in 2021 and Addict Lip Oil that went viral this year.
Dior’s success is “encouraging”, showing that the virality of a beauty product on TikTok can drive sales “regardless of price,” Mansour said.
Gen Z is eager to experiment with new products they know about: Forty percent said they buy at least one new product they discover online every two months.
The report also looked at trends in hair care, body care and fragrance among Gen Z. For both hair and body, drugstore brands are supreme: Tresemmé leads hair care brands for respondents, while Dove ranks first for the body.
When it comes to fragrance, Gen Z shoppers are still discovering what they like, with only 21% wearing a fragrance at a time. But they are learning fast, as 60% own between three and five fragrances. The rise of gender-neutral fragrances is resonating with Gen Z, with 43% interested in wearing a gender-neutral fragrance. Aesthetics matter too, sometimes even more than the scent itself: more than half of those surveyed said the look of the bottle is important to their purchase decision, while just under half said the same for smell. the fragrance in real life.
With the rise of gender-neutral products, the report describes Gen Z as “gender agnostic”: 69 percent said they see beauty creators of all genders as equally influential in their buying habits .
To resonate with Gen Z, the report’s advice is to engage with content creators, especially those of the TikTok variety. For beauty creator content, respondents said they are most interested in tutorials, with 17% citing tutorials as the type of content they want to see more of.
With humor dominating TikTok, beauty content can’t be taken too seriously either: 16 percent want more fun content. “Humor” was listed as the second most important trait respondents expect from beauty creators, after “honesty” and tied with “identification.”
Source: news.google.com