Generation Z is a generation that grew up during times of dynamic technological, social, and cultural changes. Unlike previous generations, their approach to shopping—especially cosmetics—is characterized by an entirely new set of values and expectations.
🔹 Who is Generation Z? 🔹
Generation Z is a generation that has grown up with technology at their fingertips. Smartphones, social media, and constant internet access are natural elements of their daily lives. Raised in a world of instant gratification and wide access to information, members of this generation are highly aware of both their needs and the shopping options available. They are also highly sensitive to ethical, ecological, and social issues.
🔹 Values appreciated by Gen Z 🔹
One of the most important aspects valued by Generation Z is authenticity and transparency. For them, it is crucial that brands are honest and open in their actions, not only in the context of product ingredients but also their business practices. Furthermore, they pay attention to sustainability and the impact of products on the environment. Values such as social responsibility, eco-friendliness, and inclusivity are key to this generation.
🔹 What does Generation Z pay attention to when buying cosmetics? 🔹
🔹Personalization and Artificial Intelligence: Generation Z is open to new technologies and values personalization in skincare. They use AI-based solutions that analyze the skin and provide personalized recommendations for cosmetics. This approach allows them to have more effective and customized skincare tailored to their individual needs.
🔹Minimalism and “Skinimalism”: The “skinimalism” trend is particularly popular among Gen Z. This approach to skincare relies on a minimal number of highly effective products. Instead of layering multiple cosmetics, Gen Z focuses on natural beauty and healthy, radiant skin. They prefer multifunctional products that simplify skincare routines and minimize waste, aligning with their eco-friendly approach.
🔹Clean and Non-Toxic Ingredients: For Generation Z, it is crucial that cosmetics are free from harmful chemicals. They are well-informed and pay great attention to product labels. They expect brands to be fully transparent about ingredients and production processes. They choose products that are safe for both skin and health while also being effective.
🔹Ethics and Responsibility: Members of Gen Z have high expectations of cosmetic brands in terms of ethics and responsibility. They choose brands that are transparent, socially responsible, and environmentally friendly, and that cater to diverse needs. For this generation, it is important to have more than just effective products—they seek brands that share their values and take actions towards sustainable development.
🔹 Minimalism and “Skinimalism” 🔹
The “skinimalism” trend is particularly popular among Gen Z. This approach to skincare relies on a minimal number of highly effective products. Instead of layering multiple cosmetics, Gen Z focuses on natural beauty and healthy, radiant skin. They prefer multifunctional products that simplify skincare routines and minimize waste, aligning with their eco-friendly approach.
🔹 The Influence of Social Media on cosmetic choices 🔹
The cosmetic choices of Generation Z are also heavily shaped by social media. Platforms like TikTok, Instagram, and YouTube are filled with skincare routines, product reviews, and beauty tips. Gen Z eagerly uses this content to make more informed purchasing decisions. At the same time, this group is characterized by high awareness and the ability to select content. They choose influencers whose opinions and recommendations are considered authentic and trustworthy.
🔹 Artificial Intelligence and personalization of cosmetics 🔹
Artificial intelligence and personalization are changing the way Generation Z approaches skincare. With AI tools, they can precisely understand their skin needs and choose products that are best suited to them. This also allows brands to create more precise and customer-tailored offers, increasing their engagement and loyalty.
Generation Z’s approach to purchasing cosmetics reflects their values: authenticity, responsibility, minimalism, and care for the environment. Thanks to modern technologies like artificial intelligence and growing consumer awareness, representatives of this generation choose products that are not only effective but also safe and responsible.
