Generation Z is in the sights of all cosmetics brands. These individuals, born between 1997 and 2012, don’t consume beauty like their elders. Data analysis agency Revieve has published a report to help healthcare professionals understand how best to retain this demanding audience.
Gen Z is a key target. It alone generates 35% of beauty purchases on the Internet. “They are among the most influential consumers. All brands are now trying to capture their attention,” comments Revieve.
Hyperconnection
Born digital, Zs have grown up with social networks. Platforms like TikTok, Snapchat or Instagram play a crucial role in their beauty watch. They are also comfortable with new technologies. According to Revieve, brands that offer virtual trial or augmented reality systems have a higher Z engagement rate than those that don’t.
Everyone has their own routine
Depending on the region, Zs have different skin concerns. In the United States, young Americans have a pronounced taste for premium products.
In fact, they had the highest average shopping basket worldwide. Above all, they want to combat acne (67%), visible pores (47%) and a more even complexion (33%). They prefer fragrance-free and vegan formulas.
In the EMEA (Europe, Middle East & Africa) region, the preference is for dermocosmetics. The Zs of these regions have an appetite for scientifically-backed skincare products. Their skin problems are the same as those of young Americans: acne (67%), visible pores (47%) and uneven skin tone are their …
