To be a successful brand, companies need to be able to connect with their target consumers authentically. For brands that target Gen Z specifically, there is a certain level of pressure to perform well. The generation expects to be listened to when they give their insight, with products being produced to meet their needs and demands. To help such brands correctly communicate with their followers, Kyra, the global creator economy company, and Blended, a TikTok–native beauty platform, have collaborated to produce the Gen Z State of Beauty Report: Then, Now, & Next. The report focuses on responses from 1,000 participants, ranging from 18-25, naming them as "the most influential generation to date" when it comes to beauty. The study is the second investigation by Kyra into the generation's needs, focusing on purchasing behaviors and content preferences of both creators and Gen Z consumers across skincare, fragrance, hair, and makeup subcategories.
"After the overwhelming success of our 2021 report, we're so proud to be back with a deeper analysis," says Marina Mansour, VP of Beauty & Wellness at Kyra. "It's no secret that the beauty industry at large has a close eye on Gen Z, as they're redefining what beauty means across various subcategories. This report helps contextualize key behaviors and insights so that brands, advertisers, retailers, and content creators can determine the best practices for engaging and resonating with Gen Z audiences."
Here are the key takeaways from the report:
The Best Trends from 2022 Voted by Gen Z
"Gen Z has already played an integral role in reshaping the beauty industry as we know it, demanding more authenticity, transparency, and inclusivity from product offerings to the board room," continues Mansour. "This generation is all about challenging norms and limitless creative expression, and this report helps relay these interests, pain points, and trends to key players in the industry."
As Gen Z continues to openly express their beauty needs and wants, brands will have to continue to be prepared to evolve to meet expectations. With Gen Z paving the way, it will be interesting to see if the generations that follow will adopt the same purchasing mentalities, or write their own rule books.
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