In cosmetics, trends evolve rapidly and differ according to age groups. Adot, the marketing subsidiary of e-commerce player Veepee, has chosen to focus on young French women belonging to generations Y and Z.
Before getting to the heart of the matter, a quick methodological reminder.
Generation Y represents individuals born between 1980 and 1995.
Generation Z represents individuals born between 1995 and 2010.
For this study, Adot decided to focus on an exclusively female sample.
Ys and Zs are avid Internet users. Yet, when it comes to learning about new cosmetic products, they favor word-of-mouth (48% for Gen Z vs. 43% for Gen Y) and go to stores to talk to beauty consultants (28%).
Expectations
At a time when sustainability is on everyone’s lips, consumers are increasingly demanding about the manufacturing processes of their beauty products. For the Ys, traceability is the most important criterion. On the other hand, Zs pay particular attention to the organic and natural profile of cosmetics.
Purchasing factors
“The study revealed that the purchase decision is influenced in the same way for both groups namely in top three: price, composition and origin of the product and brand loyalty,” explains Adot. “The 18-30 year olds seem to have a greater sensitivity to price. On the other hand, the over-30s are more likely to have cited the loyalty factor.”
Consumer Habits
Among respondents, one in four women report purchasing all …
