Table of Contents
Executive Summary
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- The market
- A small but influential group
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- Figure 1: Generation structure of the UK population, 2018 (projected)
- Companies and brands
- Brands challenge the norms
- The consumer
- Appearance is important
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- Figure 2: Importance of appearance, June 2019
- Beauty is from within
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- Figure 3: Definition of beautiful, June 2019
- Usage of BPC products is high
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- Figure 4: Usage of beauty and grooming products, by gender, June 2019
- Gen Z buy for themselves
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- Figure 5: Purchase of beauty and grooming products, June 2019
- Friends/family are influential
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- Figure 6: Trusted sources of beauty information, by gender, June 2019
- Self-expression is essential
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- Figure 7: Attitudes towards beauty and grooming, June 2019
- Values are important
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- Figure 8: Beauty and grooming behaviours, June 2019
- What we think
Issues and Insights
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- Gen Z are driven by ethics
- The facts
- The implications
- Rejection of traditional norms
- The facts
- The implications
The Market – What You Need to Know
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- Small in number
- Similar but different to Millennials
- Sensible spenders
- The influence of friends
- Social media is a concern for parents
Market Drivers
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- Small in number but growing in influence
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- Figure 9: Generation structure of the UK population, 2018 (projected)
- Generation X vs Baby Boomers
- Spending aspirations are high…but sensible
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- Figure 10: How generation Z would spend £1,000, by age, June 2018
- Friends are important
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- Figure 11: Sources of style inspiration amongst Generation Z, June 2018
- Girls follow bloggers
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- Figure 12: Sources of hairstyle inspiration amongst Generation Z, by gender, June 2018
- Parents worry about social media…
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- Figure 13: Parents’ attitudes towards social media influencers and role models, July 2018
- …however social media can be a tool for good
Companies and Brands – What You Need to Know
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- Colour cosmetics gives self-expression
- Embracing imperfections
- Challenging the norms
- Promoting ethics
- 2019 sees social media drama
Innovation and Marketing Activity
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- Express yourself
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- Figure 14: Example of MAC Cosmetics launch promoting artistry, 2019
- Figure 15: Ezra Miller for Urban Decay’s ‘pretty different’ campaign, 2019
- Embracing imperfections
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- Figure 16: Gucci beauty campaign, 2019
- Figure 17: Example of faux freckle product launch, 2019
- Challenge accepted
- Focusing on ethics
- Beware of the backlash
- Social media drama
The Consumer – What You Need to Know
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- Beauty is from within
- Trends don’t define beauty
- Facial skincare is not a priority
- Gen Z are involved in purchase decisions
- What are friends for?
- Appearance and identity are connected
- Values are essential
Attitudes towards Appearance
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- Appearance is important
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- Figure 18: Importance of appearance, June 2019
- Beauty is confidence and self-expression
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- Figure 19: Definition of ‘being beautiful’, by gender, June 2019
- Trends don’t define beauty
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- Figure 20: Beauty is about being proud of your heritage, by area, June 2019
Usage and Purchase of BPC Products
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- Facial skincare is a low priority
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- Figure 21: Usage of beauty and grooming products, by gender, June 2019
- Boys experiment with hair colour and makeup
- Purchase responsibility is high
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- Figure 22: Purchase of beauty and grooming products, June 2019
- Boys are involved in purchase
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- Figure 23: Purchase of beauty and grooming products by self, by gender, June 2019
Sources of Information
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- Friends/family have the biggest influence
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- Figure 24: Trusted sources of beauty information, by gender, June 2019
- Traditional expertise is trusted
Attitudes towards Beauty and Grooming
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- It’s all about self-expression
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- Figure 25: Attitudes towards beauty and grooming, June 2019
- Challenging the norm
- The pressure is on
- Standing by your values
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- Figure 26: Beauty and grooming behaviours, June 2019
- Back to nature
- Trigger happy
- Research is essential
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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