It’s all about them… generations Z and Y are the favorite targets of beauty professionals. And for good reason, these highly connected individuals have purchasing power. But beware, they are demanding. Digital Native Group (DNG), a consulting agency specialized in the Consumer & Retail sectors, has conducted a survey to dissect their consumption habits and to know which cosmetic brands seduce them the most.
To conduct the study, DNG surveyed 1,200 people (half aged 18 to 25 and half aged 26 to 44).
“Born after 1980, the new generation of consumers represents nearly a third of the purchasing power in France,” explains DNG.
Today, the Ys (born between 1980 and 1996) represent 20% of the French population and 86% of them are active. They have an estimated purchasing power of 304.5 billion euros. The Zs are younger. Born between 1997 and 2010, only 32% of them are active (for 11.6 million people). Nevertheless, their purchasing power is close to 80 billion euros.
A new relationship with brands
According to DNG, Z and Y consumers are changing customer/professional relationships. “These consumers are looking for authenticity, commitment, inclusiveness and environmental responsibility. They demand a seamless journey (mobile first, one-click purchase, fast delivery…). Finally, they expect emotion above all. They want to live a real customer experience and be immersed in the brand’s universe.”
Top 5 most appreciated companies
DNG wanted to know which hygiene, cosmetics and make-up brands were the most appreciated by Z and Y consumers. Depending on the generation, the ranking changes.
Hygiène
Gen Y
• Axe
• L’Oreal
• Cadum
• Le Petit …
