Gen-Z are skin intellectuals and this has been proven by the increase in skincare sales and decrease in cosmetic sales. The ultimate goal of Gen-Z is to have luminous, glossy, and healthy skin along with a little or no need for makeup. They need result-oriented and authentic products that are of good quality and have more accessible prices.
There are various key skincare consumer trends that Gen-Z are interested in. they are as follows:
LESS MAKEUP, MORE SKINCARE
During the COVID-19 pandemic, various consumers experienced lockdown and spent time at home. With fewer people to visit and fewer places to go, the desire and need to wear makeup decreased greatly.
Newer data shows that Gen-Z consumers are very much inclined towards their skincare regime than makeup. By bidding farewell to makeup, the pandemic has very much changed the beauty habits and regimes of this generation. This generation has a deeper connection with skincare and healthier habits. The money spent on skincare is way higher than spending money on makeup for women.
The most interesting aspect of this change is that various teenagers are getting hooked to online influencers when they look for any kind of new trends and information about new beauty and skincare brands.
Also, it's vital to understand that the most amount of money spent on beauty products by Gen Z is on skincare products such as toners, serums, oils, etc.
INCLUSIVITY IS BOOMING
Gen-Z believes in inclusivity and acceptance and looks for brands that take an active stand on representation. They want to purchase from brands that have the values that match their own and are not scared to take a stand and speak up for what they believe in. beauty brands need to walk an extra mile towards diversity and develop products with open-mindedness.
They value diversity in every form and define generalization. Social media and the internet are focusing on conversations about body positivity, gender fluidity, and strongly reject gender-conforming attitudes.
BRANDS RECOMMENDED BY DERMATOLOGISTS
Thanks to optimistic connotations with long-established brands such as efficiency, clean, and safe label, Gen Z’ is looking for drugstore brands. They want organic and cleaner ingredients in their products.
UNFILTERED, RAW, AND REAL
The new division of skincare consumers is against the damage done by unrealistic beauty standards. There has been a culture change when it comes to filters, Photoshop, and the negative effects they have on the human body and mind. According to them, the acne-free and glossy skin that you see on big billboards is false. The real and authentic skin has spots, flares, and texture.
They truly do not focus on the idea of having perfect skin, but pay attention and celebrate the flaws they have. The next-Gen Z is searching for brands that put a light on authenticity and supports values and beliefs. Since they are very savvy, they can easily figure out brands that are inauthentic and real washing.
STRONG PURPOSE TO PURCHASE
As they have grown up in a time when the impact and effects on the planet and several other species are increasing and are much more visible, Gen-Z focuses on a purpose to purchase sustainable products. They want brands and companies that focus on the environment and are eco-friendly.
Having grown up to climate change, Gen Z understands the importance of sustainability and the impact positive impact it has on the environment. Every aspect of skincare and personal care products, from packaging to ingredients, Gen Z’ looks for brands that are connected with the notion of clean beauty.
GEN-Z’ ARE INTELLECTUALS
Whilst cosmetic products have gone down in terms of preferences, there is a widespread demand and favor for skincare products. Skintellectuals are consumers who are both interceded and educated in the science and ingredients behind their skincare items. Gen Z’ are intellectuals who are drawn towards skincare rather than cosmetics.
Gen Z is the most well-educated and self-empowered generation to date, their knowledge equates to self-reliance, social justice, inclusiveness, and advocacy. This is because they have information, tutorials, and evidence at their fingertips all the time. Gen Z reviews and feedback offer transparency and help young shoppers with their research in every way.
Heritage brands are being pressured into reevaluating their forms and staying authentic because consumers are becoming more educated. This different focus offers an opportunity to innovate and has led to brands rushing to fill blanks in the new skin-oriented market. Millie Bobby brown’s brand is vegan and is for teenage girls. In total, various Gen Z-specific brands have launched recently that reinvents the classic coming-of-age skincare practices. Their aim is to offer teenagers a variety of sustainable designs and clean products that meet their everyday skincare requirements and preferences.
URL TO IRL CONVENIENCE
The URL to IRL experience picture sharing applications like Instagram is mostly used by Gen Z and is their preferred social media platform. They use it to influence and educate each other, to discover and transact, and to do research as well.
Shopping from social media directly is becoming far more vital, as consumers want real-world shopping in no time. With greater demands and focus for a constant and fast-paced digital world, the young generation is very much craving ways to experiment in the real world. They want a brand that can make a difference between both.
CONNECTED WITH THE VERY CONNECTED GENERATION
The most important lead to understanding Gen Z and their skin and beauty requirements is to accept lightness and fluidity. They are allusive, eco-conscious, and self-educated who are constantly seeking brands that share their ideologies and beliefs.
Gen Z is the first digitally-oriented generation who desire real, personal, and physical experience. A kind of brand that connects with them on an intellectual level, they simply want to have fun and also be evoked at the same time. Climate change, equality, and diversity are certain aspects they are looking for in brands.
Gen Z favors brands that are just like them, have a powerful identity and purpose. Studies show that seven out of ten Generation Z’ want to feel great rather than look great. This cultural shift is the largest takeaway that marketers, R&D professionals, formulators, and most importantly beauty brands can take when considering creating new products for the next generation.