Table of Contents
Executive Summary
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- The issues
- Older Gen Zs more likely to avoid a brand they don’t believe in
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- Figure 1: Select barriers to purchasing, older Gen Z, March 2019
- Younger Gen Zs still rely heavily on parents
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- Figure 2: Select shopping behaviors, younger Gen Z, March 2019
- Purchase influencers change as Gen Zs mature
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- 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
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- Figure 4: Select shopping behaviors, younger Gen Z, March 2019
- In-app shopping provides opportunities for impulse buys online
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- 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
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- Diverse segments lead to greater sales
- Gen Z is influenced by influential influencers
- Politics are almost as important as culture
Market Breakdown
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- Color cosmetics remains on top
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- Figure 6: Share of sales in beauty and personal care market, by category, 2018 (est)
- Fragrance remains on the decline
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- Figure 7: Percentage change in beauty sales, by segment, 2018 (est)
The Influence of Influencers
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- Generation Z trusts influencers’ recommendations
Who is Generation Z?
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- Generation Z is the younger sibling of Millennials in both size and spending
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- Figure 8: Share of US population, by generation, 2018 (est)
- Growing Hispanic population bodes well for category gains
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- Figure 9: Generations by Hispanic origin, 2018
- To Gen Zs, activism is in their DNA
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- Figure 10: Mintel Little Conversation Episode #13: Politics, preferences and Gen Z
Key Players – What You Need to Know
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- Genderless, easy to use beauty simplifies a complicated market
- Gen Zs are becoming more research savvy, but at a cost
What’s Working?
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- Simple, easy to use products resonate with younger Gen Zs
- Genderless breaks down barriers in the beauty aisle
What’s Next?
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- Blue light claims will engage the social media generation
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- 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
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- 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
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- Skincare, haircare lead routines beyond personal hygiene
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- Figure 12: Beauty routines, younger Gen Z, December 2017 and March 2019
- As younger Gen Zs mature, they become more adventurous
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- Figure 13: Select beauty routines, younger Gen Z, by age, March 2019
- Hispanics over index for hairstyling, less invested in skincare
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- Figure 14: Beauty routines, younger Gen Z, by Hispanic origin, March 2019
- Older Gen Zs exhibit expanding routines due to increased independence
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- Figure 15: Beauty routines, older Gen Z, March 2019
- Usage is driven by women; however, men are still engaged
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- Figure 16: Beauty routines, older Gen Z, by gender, March 2019
Resources for Learning about Beauty Products
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- Younger Gen Zs rely on family and friends to learn about BPC
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- Figure 17: Resources for learning about beauty products, younger Gen Z, March 2019
- Young women utilize several resources, young men trust family
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- Figure 18: Resources for learning about beauty products, younger Gen Z, by gender, March 2019
- Older Gen Zs experiment with learning resources
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- 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
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- Figure 20: Resources for learning about beauty products, older Gen Z, by gender, March 2019
Barriers to Purchasing
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- Gen Zs are activists, but still value efficacy
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- Figure 21: Barriers to purchasing, younger Gen Z, March 2019
- Older Gen Zs focus on ingredients over specialized products
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- 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
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- Figure 23: Barriers to purchasing, younger Gen Z, by gender, March 2019
Purchase Influencers
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- Scent and convenience still lead among purchase influencers
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- Figure 24: Purchase influencers, younger Gen Z, March 2019
- Both genders are driven by functional benefits; women look beyond function
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- Figure 25: Purchase influencers – Any rank, younger Gen Z, by gender, March 2019
- 18-24 year olds lose interest in scent
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- Figure 26: Purchase influencers, older Gen Z, March 2019
- Men still value scent, women choose peer reviews
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- Figure 27: Select purchase influencers – Any rank, older Gen Z, by gender, March 2019
Shopping Behaviors and Retailers Shopped
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- Parents may be paying, but younger Gen Zs are choosing the products
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- Figure 28: Shopping behaviors, younger Gen Z, March 2019
- Financial freedom affects shopping sentiment
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- Figure 29: Shopping behaviors, younger Gen Z, by age, March 2019
- Mass merchandisers remain on top, though specialty shopping is still strong
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- Figure 30: Retailers shopped, older Gen Z, March 2019
- Convenient retailers dominate in-store, fall short online and in-app
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- Figure 31: Retailers shopped by channel, adult Gen Z, March 2018
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- Figure 32: Retailers shopped, by channel (net)*, adult Gen Z, March 2018
Interest in Beauty Trends
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- Young women especially interested in face masks
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- Figure 33: Interest in beauty trends, younger Gen Z, by female, March 2019
- Clean, customized face masks drive interest and usage
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- Figure 34: Interest in beauty trends, older Gen Z, March 2019
- Clean, active beauty products inspire women to make a change
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- Figure 35: Interest in beauty trends (net)*, older Gen Z, by gender, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations
- Abbreviations
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