The magnificence business—and the idea of magnificence—is being redefined by Technology Z, the younger however world-weary (due to a lifetime spent on smartphones) sector that’s reinventing tradition proper earlier than our eyes. New survey-based insights from analysis and advisory agency Gen Z Planet reveal this dramatic shift—and business manufacturers that ignore their behaviors and preferences danger shedding their relevance.
The agency’s new examine, Within the Eye of the Beholder, reveals that in distinction with earlier generations who considered magnificence as a car for social acceptance and exterior validation, Gen Z customers view magnificence as a way to self-expression and self-care—an “inside-out” view of magnificence as an alternative of “outside-in.”
Gen Z is an lively magnificence shopper
Two-thirds (66 %) of greater than 1,000 surveyed say they use skincare merchandise day-after-day and report an annual common spend of $290 on skincare and make-up. But successful a share of their pockets—or their loyalty—appears laborious to come back by. Some manufacturers have managed to crack the code: Cerave, for instance, tops the record of Gen Z favourite manufacturers for skincare.
“Gen Z wishes a brand new form of magnificence, one that’s extra genuine, inclusive, personalised, purposeful, inexpensive, and experiential—and types should work tougher to fulfill these expectations,” mentioned Hana Ben-Shabat, Gen Z Planet’s founder, who led the examine, in a information launch.
Digital natives, however not in-store averse
The report additionally signifies that Gen Zers, who’ve been related to every part digital, love to buy in bodily shops. Nevertheless, solely 7 % of Gen Z store for magnificence merchandise in shops—elevating necessary questions on the way forward for the venue that was as soon as the beauty-category stronghold.
“Gen Z just isn’t solely altering the sweetness recreation—they’re fully rewriting its guidelines,” mentioned Ben-Shabat. “To cater to this era, manufacturers should innovate on all fronts: product improvement, go-to-market methods, advertising and marketing, and communication. Resonating with Gen Z means securing the client of the longer term and having the ability to form the way forward for the business.”
The report is out there for buy report right here.
The report relies on a survey of 1178 teen and younger ladies ages 16-24 which was carried out in 2022. The pattern composition aligned with the U.S. Census.
