We don’t consume products in the same way at 20, 30 or even 50.
Today, to meet everyone’s needs, cosmetics brands need to understand the expectations of different target groups.
We find Gen Z. These individuals, aged between 15 and 25, are shattering beauty codes and have very singular needs. Going against the grain of their elders, the Millenials, they appreciate offbeat, inclusive and playful cosmetics.
And for those in their forties, fifties and beyond: with their strong purchasing power and determination to continue taking care of themselves, these people are a prime audience for professionals.
CosmeticOBS has designed this Minibook to help you understand the differences between these different groups and how they operate.
The authors
A graduate of the School of Journalism in Lille, Laurence Wittner is a freelance journalist specializing in the field of cosmetics. Co-founder of Monitor Cosmetics, she is the editor-in-chief of its supports.
A graduate of the European Institute of Journalism, Jasmine Salmi is a journalist specializing in the field of cosmetics. She joined the editorial team of CosmeticOBS-L’Observatoire des Cosmétiques in 2016. Her core areas of expertise are trends, eco-responsibility and the analysis of the beauty market.
Minibook 2023 “Generational cosmetics”, english version, L’Observatoire des Cosmétiques’ edition (August 2023), 23 pages (ISBN: 978-2-493362-07-0), PDF format.
