Less good students than Millennials, more offbeat than Boomers, young people aged 15 to 25 have a character all their own… which is reflected in their consumer habits. To better understand how they buy and use beauty products, Episto (an online platform for analyzing data collected on the Internet) has carried out a study on an international scale.
For this survey, 2,694 people (living in France, the United Arab Emirates, India, the United States and China) were interviewed.
Figures and analysis
The majority of panellists show a marked interest in beauty. French respondents say they start wearing make-up around the age of 14 (13 for Americans and 16/18 for others). However, their low purchasing power forces them to limit their spending. 49% of them have a monthly beauty budget of between 5 and 20 euros.
Only 25% can spend between 20 and 50 euros.
The role of cosmetics
At the moment, the trend is for beauty to take care of the psyche… a trend that doesn’t really resonate with Gen Z, whose approach is more functional.
For these young people, using skincare products is above all a response to a specific problem (69%).
Only 48% say that taking care of themselves helps them feel more confident.
French Zs have very specific needs. When it comes to hair care, they’re looking to repair their scalps.
When it comes to facial care, they are particularly concerned with fighting imperfections (73%). When they wear make-up, it’s primarily to look after their appearance (44%). The use of perfume helps respondents feel clean …
