Gen Z and the world of beauty

Born between 1997 and 2007, the young people of Generation Z have grown up with the internet, smartphones, and social networks; they have always known only a connected, globalized society that moves quickly. Their consumption and engagements reflect this society: less idealistic, more connected, and infused with new concerns. In the face of these consumers of tomorrow, brands must adapt by responding to their quest for meaning and new reference points.

A rapidly growing sector, the beauty market is undergoing profound changes that reflect the transformations in our society: respect for the environment, ethical production, more neutral consumption, new digital usages, gender identity... To survive in this increasingly competitive market, it is essential for these brands to know these new consumers and to understand their expectations well.

For this study, we chose to interview young people from Generation Z with an affinity for the beauty world in 5 different markets. In our analysis, we will focus on the sample from France 🇬🇧, comparing it to those from the United Arab Emirates 🇦🇪, India 🇮🇳, the United States 🇺🇸, and China 🇨🇳.

With this decoding, you will understand:

• What budget Gen Z allocates to their beauty purchases and which shopping venues they prioritize?
• What goals and concerns do they have when it comes to beauty?
• To what extent do brand or formulation influence the purchase?
• Which influences are the strongest and what content do they consume?
• Which brands in the sector have the best recognition?