How can beauty brands keep up with Gen Z?
25.04.23
Back in 2019 we found out how cosmetics was driving conscious consumerism, and self-expression – find out more here. Now in 2023, we spoke to Gen Z to explore their post-pandemic relationship with beauty. We did this through trend watching, semiotics and Qual focused groups with Gen Z consumers
Through this, we found answers for the big questions this year:
- What are Gen Z really looking for in beauty brands for 2023?
- How can beauty brands feel more confident to engage this influential group?
Here are four teasers from our full report:
1. Y2K is here to stay
- Gen Z have returned to Y2K nostalgia: an era they missed in their childhood
- This yearning has inspired new creative expressions
2. Tik Tok made me buy it
- Getting your TikTok strategy wrong could have disastrous consequences: Gen Z want engaging but authentic content!
3. Innovate or get left behind
- Gen Z are not afraid to call out ‘natural washing’
- This makes Green Chemistry, and other sustainable innovations, even more important
4. Design for one, Design for All
- Gen Z want products to embrace ‘Universal Design’: regular products that incorporate inclusive features, to allow everyone to enjoy them