Young people between the ages of 16 and 26 are one of the brands’ prime targets. A complete break with their elders, they have their own codes and their own way of consuming beauty. Nelly Rodi’s latest report looks at the Zs’ relationship with cosmetics.
To produce this dossier, the firm carried out a quantitative study involving panels of people aged between 16 and 26. Interviewees live in France, the United Arab Emirates, the United States, China and India.
The Zs chart their course. “While not necessarily financially independent, they are very autonomous in their product selection. 89% choose their own cosmetics,” explains Nelly Rodi. “The weight of the family as a prescriber is quite low (10% overall, with 16% in France and 13% in the United States).”
Unlike their elders, who value recommendations, Zs rely on themselves. What’s more, they are fairly volatile and not very loyal to brands. 63% of them don’t hesitate to try out new products.
This is particularly true of the Chinese (61%) and Americans (72%).
Holistic beauty
Looking at beauty as a whole, Gen Zers take care of themselves and their physical appearance through a series of gestures and rituals, says Nelly Rodi.
For them, sleep is very important (64%). They also take part in sports (46%) and regularly go to the hairdresser (40%). They don’t hesitate to have a massage (23%), take dietary supplements (19%), go to a waxing salon (13%) or enjoy a manicure (13%).
They see …
