Description

“Generation Z consists of an array of young consumers at different stages in life. This diverse age range can be a challenge for brands as some Gen Zs are completely dependent on their parents, while others are branching out on their own for the first time. Regardless of age, these consumers are generally more engaged and socially conscious than older generations, making them a key demographic for brands looking to disrupt the industry.”
– Alison Gaither, Beauty & Personal Care Analyst

This report looks at the following areas:

  • Older Gen Zs more likely to avoid a brand they don’t believe in
  • Younger Gen Zs still rely heavily on parents
  • Purchase influencers change as Gen Zs mature

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Older Gen Zs more likely to avoid a brand they don’t believe in
            • Figure 1: Select barriers to purchasing, older Gen Z, March 2019
          • Younger Gen Zs still rely heavily on parents
            • Figure 2: Select shopping behaviors, younger Gen Z, March 2019
          • Purchase influencers change as Gen Zs mature
            • Figure 3: Select purchase influencers, by age, March 2019
          • The opportunities
            • While Gen Zs rely on parents to purchase beauty, they ultimately choose the products
              • Figure 4: Select shopping behaviors, younger Gen Z, March 2019
            • In-app shopping provides opportunities for impulse buys online
              • Figure 5: Retailers shopped by channel (net)*, adult Gen Z, March 2018
            • Focus on face masks
              • What it means
              • The Market – What You Need to Know

                • Diverse segments lead to greater sales
                  • Gen Z is influenced by influential influencers
                    • Politics are almost as important as culture
                    • Market Breakdown

                      • Color cosmetics remains on top
                        • Figure 6: Share of sales in beauty and personal care market, by category, 2018 (est)
                      • Fragrance remains on the decline
                        • Figure 7: Percentage change in beauty sales, by segment, 2018 (est)
                    • The Influence of Influencers

                      • Generation Z trusts influencers’ recommendations
                      • Who is Generation Z?

                        • Generation Z is the younger sibling of Millennials in both size and spending
                          • Figure 8: Share of US population, by generation, 2018 (est)
                        • Growing Hispanic population bodes well for category gains
                          • Figure 9: Generations by Hispanic origin, 2018
                        • To Gen Zs, activism is in their DNA
                          • Figure 10: Mintel Little Conversation Episode #13: Politics, preferences and Gen Z
                      • Key Players – What You Need to Know

                        • Genderless, easy to use beauty simplifies a complicated market
                          • Gen Zs are becoming more research savvy, but at a cost
                          • What’s Working?

                            • Simple, easy to use products resonate with younger Gen Zs
                              • Genderless breaks down barriers in the beauty aisle
                              • What’s Next?

                                • Blue light claims will engage the social media generation
                                  • Figure 11: Online resources for learning about beauty products, younger vs older Gen Z, March 2019
                                • The Green Generation
                                • The Consumer – What You Need to Know

                                  • Routines expand with age
                                    • Gen Zs become more reliant on social media as they mature
                                      • Generation Z is full of activists; however, they still prioritize efficacy
                                        • The power of scent does not last forever
                                          • Gen Zs rely on their parents, but it is temporary
                                            • Face masks lead usage, clean beauty isn’t far behind
                                            • Beauty Routines

                                              • Skincare, haircare lead routines beyond personal hygiene
                                                • Figure 12: Beauty routines, younger Gen Z, December 2017 and March 2019
                                              • As younger Gen Zs mature, they become more adventurous
                                                • Figure 13: Select beauty routines, younger Gen Z, by age, March 2019
                                              • Hispanics over index for hairstyling, less invested in skincare
                                                • Figure 14: Beauty routines, younger Gen Z, by Hispanic origin, March 2019
                                              • Older Gen Zs exhibit expanding routines due to increased independence
                                                • Figure 15: Beauty routines, older Gen Z, March 2019
                                              • Usage is driven by women; however, men are still engaged
                                                • Figure 16: Beauty routines, older Gen Z, by gender, March 2019
                                            • Resources for Learning about Beauty Products

                                              • Younger Gen Zs rely on family and friends to learn about BPC
                                                • Figure 17: Resources for learning about beauty products, younger Gen Z, March 2019
                                              • Young women utilize several resources, young men trust family
                                                • Figure 18: Resources for learning about beauty products, younger Gen Z, by gender, March 2019
                                              • Older Gen Zs experiment with learning resources
                                                • Figure 19: Resources for learning about beauty products, younger vs older Gen Z, March 2019
                                              • Young women express interest in social media as a learning resource
                                                • Figure 20: Resources for learning about beauty products, older Gen Z, by gender, March 2019
                                            • Barriers to Purchasing

                                              • Gen Zs are activists, but still value efficacy
                                                • Figure 21: Barriers to purchasing, younger Gen Z, March 2019
                                              • Older Gen Zs focus on ingredients over specialized products
                                                • Figure 22: Select barriers to purchasing, younger vs older Gen Z, by age, March 2019
                                              • Young men are apprehensive about using beauty products made for women
                                                • Figure 23: Barriers to purchasing, younger Gen Z, by gender, March 2019
                                            • Purchase Influencers

                                              • Scent and convenience still lead among purchase influencers
                                                • Figure 24: Purchase influencers, younger Gen Z, March 2019
                                              • Both genders are driven by functional benefits; women look beyond function
                                                • Figure 25: Purchase influencers – Any rank, younger Gen Z, by gender, March 2019
                                              • 18-24 year olds lose interest in scent
                                                • Figure 26: Purchase influencers, older Gen Z, March 2019
                                              • Men still value scent, women choose peer reviews
                                                • Figure 27: Select purchase influencers – Any rank, older Gen Z, by gender, March 2019
                                            • Shopping Behaviors and Retailers Shopped

                                              • Parents may be paying, but younger Gen Zs are choosing the products
                                                • Figure 28: Shopping behaviors, younger Gen Z, March 2019
                                              • Financial freedom affects shopping sentiment
                                                • Figure 29: Shopping behaviors, younger Gen Z, by age, March 2019
                                              • Mass merchandisers remain on top, though specialty shopping is still strong
                                                • Figure 30: Retailers shopped, older Gen Z, March 2019
                                              • Convenient retailers dominate in-store, fall short online and in-app
                                                • Figure 31: Retailers shopped by channel, adult Gen Z, March 2018
                                                • Figure 32: Retailers shopped, by channel (net)*, adult Gen Z, March 2018
                                            • Interest in Beauty Trends

                                              • Young women especially interested in face masks
                                                  • Figure 33: Interest in beauty trends, younger Gen Z, by female, March 2019
                                                • Clean, customized face masks drive interest and usage
                                                    • Figure 34: Interest in beauty trends, older Gen Z, March 2019
                                                  • Clean, active beauty products inspire women to make a change
                                                    • Figure 35: Interest in beauty trends (net)*, older Gen Z, by gender, March 2019
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Abbreviations
                                                        • Abbreviations

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