Generation Z are growing up. Now aged between 13 and 24, they are changing their beauty habits. In a recent article, the trends consultancy Kantar deciphered these changes in the way the Zs consume and use cosmetics.
Between the ages of 13 and 24, life is very different. According to Kantar, teenagers who still live with their parents maintain a consistent and structured skincare routine. Most “beauty” rituals are performed in the morning before school and in the evening before bed.
“The situation changes radically when they reach 18, leave the family home and start buying their own products. Their routine becomes more minimalist and less rhythmic, with uses spread throughout the day,” comments the forecasting agency.
Young adults want simpler, shorter routines. They want to take care of themselves in spite of everything, and are therefore looking for cosmetics with multiple benefits whose price is justified by their effectiveness.
According to Kantar, this behaviour reflects a certain paradox. “71% of 18-24 year-olds say they are concerned about the condition of their hair. Yet this is the demographic group least likely to apply styling products. This raises a number of questions: why do they refuse to use suitable products despite their concerns? Are brands failing to communicate effectively about the effectiveness of their ranges to this audience? Are the beauty industry innovating in the right areas and meeting the needs of their target groups?”
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