Summary
Following the pandemic, consumers were mentally exhausted, with Gen Z being disproportionately impacted. We conducted consumer research to understand Gen Z's mindset and relationship to makeup. Because they missed out on many ubiquitous events we take for granted, they looked to the past, relying on nostalgia from their parents' generation of the 90s to bring them joy.
The 90's lip trend was gloss; however, MAC is known for its lipstick bullets. Gen Z's preferred aesthetic of 'clean girl makeup' is in stark contrast to MAC's reputation of providing a bold lip. However, with the rise of social media and...