After having monopolized the attention of the cosmetics industry for many years, the reign of the Millenials is gradually beginning to come to an end… to the benefit of their youngest: the Zs. These individuals, under the age of 25, are the new target of the brands. And it’s a small thing to say that seducing them isn’t easy. Just as connected as their elders, they are also very aware of environmental and societal issues. On the occasion of the ADF-PCD trade show, held in Paris on 29 and 30 January, a round table was devoted to deciphering this generation without compromise.