With TikTok and accessible price points on their side,
According to a survey carried out in the United States in 2022, Ulta Beauty was the leading beauty destination among U.S. Gen Z consumers in that period, with a share of around 42 percent. Sephora ranked second, with a share of nearly 25 percent.
Moisturizer is the number-one product Gen Z claims they can't live without, followed by SPF and serums. Vitamin C is the number-one body care product Gen Z uses. 75% have a dedicated bodily skincare routine. CeraVe is the number-one face skincare brand across the generation.
Unlike generations before them, Gen Z is not afraid to incorporate color into their makeup. You can go for a super-bold look with vivid color, but Hurkman recommends going for a more minimal variation by going for a light wash of color on your lids in a shade like mint, lavender, or blue.
According to a survey during the third quarter of 2022, millennials made up the largest share of consumers globally who shopped for beauty products (36 percent). Gen Z consumers followed, with 35 percent buying their beauty items on the web.
Gen Z marketing requires more than simply selling a product. Born between 1996 and 2010, this generation is value-conscious and drawn to brands that “keep it real.” They're creative, bold, and the creators of many trends on TikTok, Instagram Reels, and other platforms.
Gen Z and millennials are the largest drivers of the luxury-goods market, per Bain & Co. Gen Zers purchase luxury items three to five years earlier than millennials, the study found. The luxury-goods market is valued at more than a trillion dollars and is expected to withstand a recession.
There are many more examples like fairycore, goth, Y2K, grunge, and kid core, but they all have one thing in common. All of these aesthetics rely on the personality and vibe aspect to the actual article of clothing.
The figure is 68% among Gen Z and millennials, while just 43% of boomers agree. In short, our data shows a consistent trend: Younger generations are more likely to tie a brand or company's real-world impact on society to their shopping decisions.
They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own.
Clarity into career paths and internal mobility opportunities. Gen Z is known as entrepreneurial and looking for a sense of ownership. They want to tackle exclusive projects that help them develop their skills, with nearly 1 in 5 Gen Zers stating they would stay at an employer that offers upskilling/reskilling.
Gen Z loves it when brands project a strong personality. Content that is fun and lighthearted is popular among younger consumers. Using social media trends is a great way to leverage humor and make your brand appear relatable.
A recent survey of nearly 1,000 US Gen-Z consumers by BoF Insights, in partnership with Juv Consulting, asked respondents to name their favourite brand. Though Nike was by far the top brand, Gucci followed in second place, ahead of Adidas and the only luxury brand to make the top 10.
Gender-fluid clothing is also more popular among Gen Z
It's also interesting that some of the other top styles they're interested in, namely streetwear and loungewear, are very gender-neutral friendly.
Directly following Walmart among Gen Z is Target, with a (very close) 79.66% of respondents giving it a thumbs-up.
Gen Z loves a chunky white sneaker. It is a casual, but clean-cut way to complete any outfit. Sneakers with a bit of a platform are incredibly in style.
Listening to music is the top activity Gen Z and Millennials do in their free time. Gen Z is much more likely to than Millennials to watch videos on YouTube and social media platforms. Gen Z is also more likely to play video games in their free time compared to Millennials.
The opposite of Cottagecore, for example, would be hardcore. Cottagecore is a laid-back, more “unplugged” way of living that draws upon the countryside and old English gardens.
According to recent research findings, one in two luxury customers is likely to switch his or her preferred brand over the next two years. In line with this, Équité Research estimates that up to 50 percent of the existing luxury brands today won't survive by 2030.
Of the displayed brands, Urban Outfitters scored the highest among Gen Z.
Gen Z Is Inspired Most By The Real People In Their Lives
We know consumers are more likely to follow creators who look, act and live lives they can relate to—like everyday people—vs. celebrities or even social celebrities.
Provide clear career paths, mentorship programs, and training to help attract Gen Z to your company. These programs can prove to Gen Z candidates that you value them for the long-term potential they bring to your company, not just for their ability to fill an entry-level role.
Gen Z expects brands to be drivers of social change and look for fair labor practices, inclusivity and sustainability. There are several ways in which brands can create socially impactful content that focuses on how the people, environment and product are treated.
Gen Z consumers want to support brands that share the same values as they do: values like LGBTQ+ rights, racial equity and environmental sustainability.