The Gen Z beauty consumer

An analysis of Gen Z (born 1995–2009) beauty consumers, including the economic, digital, and sustainability trends affecting their purchasing decisions.
  • The generation’s coming-of-age and financial independence comes at a time of geopolitical and economic volatility, presenting problems for beauty brands targeting this demographic.
  • Gen Z are price-sensitive, but willing to spend on products that are seen to contribute to their personal health and wellness; effective messaging will emphasise efficacy and sustainability.
  • Gen Z experiment with new brands, posing a challenge to marketers in an oversaturated market.
  • Born native to digital channels, the Gen Z beauty customer journey is dominated by smartphones and social media, although ‘phygital’ experiences demonstrate a desire for human contact in real world shopping experiences....

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