Report introduction: At a glance
What's in this report?
Introduction
Top 5 trends:
Key challenges addressed
Accounting for a third of the global population, Gen Z, 9-24 year olds (born between 1997-2012), has surpassed millennials as the largest generation, and they are grabbing a larger share of the attention of beauty brands too.
Over the past year, Gen Z has become almost an obsession for the beauty industry, and with good reason. In 2020, it was the only generation to drive growth in beauty sales in the UK, according to Kantar. And data from Klarna shows that Gen Z consumers also spend more on skin care than any other age group.
70% of Gen Z beauty shoppers are ‘beauty enthusiasts’ who are ‘always seaching for the next best beauty products and brands’ according to PowerReviews’ Changing Face of the Beauty Shopper study. Moreover, with their strong sense of identity and cause-driven values, they are intentionally driving change within the beauty industry.
Gen Z beauty purchasing behaviours
Source: ¹ Kyra Media; ² Klarna; ³ The Pull Agency
Gen Zers are making their voices heard: 40% of Gen Z say that diversity and inclusion is the most important brand value to them when shopping for beauty products, according to Klarna.
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- Companies:
- L'Oreal
- Estée Lauder Companies
- Louis Vuitton Moet Hennessy
- COTY
- Jo Malone
- MAC Cosmetics
- Kantar
- Mintel International Group
- Sephora
- Procter and Gamble
- Lush Cosmetics
- Puig
- Too Faced
- Ayton Global Research
- Benefit Cosmetics
- Byredo Parfums
- Gucci
- Deciem
- The Future Laboratory
- e.l.f. Beauty
- Dior
- LUXE Brands
- Tarte Cosmetics
- Klarna
- Pout Case
- Tribe Dynamics
- Morphe
- Rare Beauty
- ByteDance
- The Pull Agency
- The Inkey List
- Patrick Ta Beauty
- Flannels