Unavoidable, the Zs are the new darling of cosmetic brands. More demanding than their elders, they have strong and assertive expectations in terms of beauty. But in order to propose an offer that suits them, it is essential to identify their character. To do so, Jessica Hewitt, Strategic Account Director for UniDays, drew a portrait of young Zs during the Beauty Trends & Innovations Conference, held in London on September 28, 2022.
Before getting to the heart of the matter, Jessica Hewitt reminded us who the Zs are.
These are people born between 1997 and 2002. Digital tools hold no secrets for them, as they have been used to them since they were very young.
Sustainability
Sustainability is a key purchasing factor for many Zs. However, while products must be environmentally friendly throughout the value chain, their price must remain affordable. “One in three Zs say they are willing to pay more for ‘responsible’ skincare, but the same proportion of respondents say they don’t want to spend more,” explained Jessica Hewitt.
The “phygital”
When it comes to beauty, Zs want both an e-commerce and physical offering. They are nearly 80% to try products before purchasing. Nevertheless, 45% of them believe they get a better deal when they go online.
“Most German and French students usually shop in stores, while Australians, British and Americans combine online and in-store shopping. In total, just under half (15%) of Zs are ‘phygital’ shoppers.”
Price
The cost of living remains a challenge for Zs everywhere. Faced with this situation, they settle for the basics in terms of skincare (neutral and natural on a daily basis) and experiment …
