A complete break with the Boomers and far less smooth than their elders, the Millenials, the Zs are shaking up the beauty world. Born between 1997 and 2012, they have a singular way of functioning and break free from many societal codes. To get to know the members of this cohort, the CEW France brought together the team who worked with Éric Briones on the book “Generation Z & Luxury”. Youna Strowski de Lenka, Global Brand Manager at Ykone, was part of the set.
Zs have a reputation for being different from the rest.
Born with smartphones in their hands, they are hyper-connected. While their elders are on the networks to share snapshots of their daily lives, they use these platforms, in particular TikTok, to do their beauty watch.
According to the expert, 40% of Zs prefer to do their research on social networks rather than Google.
New voices
On TikTok, expert influencers are emerging and seducing Zs. “Whether they are formulators, pharmacists, advisors, make-up artists, hairdressers… they are becoming real prescribers for this generation, which is more interested in understanding and deciphering products before consuming them,” comments Lenka’s Youna Strowski. The Zs’ thirst for knowledge makes them the most informed consumer cohort on the subject of beauty.
And it’s precisely these individuals who are keen to reveal their tricks of the trade. Unlike the Millenials, who were built on the fashion of “well-kept secrets”, young people are keen to spread their knowledge. “For Zs, beauty is above all synonymous with sharing. Content creators are proud to openly reveal anything that could benefit others. They also have a different definition of cosmetics. For them, it’s not a necessity, but a field of expression where …
