Gen Z’s American glam plan
Disrupting dollars and scents
As the United States finds itself in the throes of a seismic demographic shift—with Census projections indicating a 53% non-white populace by 2050—the beauty market stands at a fascinating intersection of change and opportunity. Amidst this complex landscape, Gen Z, aged roughly in the 13-24 age group, carves out a niche as an enigmatic yet influential demographic, wielding both economic savvy and authentic preferences as the nation faces high inflation and escalating living costs.
With a preference for word-of-mouth recommendations over traditional advertising, Gen Z proves that their consumer behaviour is not simply an extension of existing norms but a challenge to them. A striking 43.1% of Gen Z have been influenced to purchase a beauty product based on a recommendation, a figure that substantially outperforms the 28% noted across the broader US population.
While traditional advertising methods continue to hold sway over the general populace, Gen Z is twice as likely to defy this trend. Only 21% of this demographic have bought a beauty product due to an advertisement, making them a discerning subset that prioritises relatability and authenticity.
Perhaps one of the most intriguing aspects of Gen Z's engagement with the beauty market lies in their ability to influence choice without necessarily making the purchase. Around 45.5% of Gen Z are actively choosing but not buying at least one beauty product in their routine. In other words, they are influencing buying decisions, and the usage component of the sales are important to recognise for a complete picture of this dynamic.
Around 45.5% of Gen Z are actively choosing but not buying at least one beauty product in their routine
And in an era where environmental consciousness is more than a buzzword, Gen Z leads the pack. A significant 47% actively avoid products harmful to the environment, while 45.7% make a conscious choice to opt for natural products. Their belief in the efficacy of natural products is also notable, with 30.9% convinced that these are more effective.
Economics of beauty: While Gen Z may not boast the spending power of older demographics, they operate with a different kind of economic freedom. Often unencumbered by substantial financial obligations like rent or food, some possess a higher discretionary income. This is evident in their willingness to splurge; Gen Z women are 66% more likely than the average US woman to claim they spend generously on beauty products.
The age factor: Skin concerns, particularly acne and spots, are a predominant worry for the 13-24 age group. However, their engagement in beauty routines is generally lighter compared to older women. This poses an interesting conundrum for brands: while some of these behaviours might be attributed to life stage, others could signify a long-term shift in category engagement, particularly in areas like makeup.
As this demographic rises to prominence, the beauty market finds itself at an inflection point. Gen Z is not merely following existing trends; they are crafting new narratives and setting new standards.
Accelerating the shift towards eco-friendly products
Fragmenting advertising channels as they become harder to reach
Buying fewer products as they age compared to earlier generations
