This week Kyra Media released the findings from its first ‘Gen Z State of Beauty Report’ which explores that particular demographics’ attitudes toward the beauty industry, its brands and products.
“With Gen Z as a generation reimagining and challenging beauty norms and 2020 a game-changing year for everyone, Kyra Media dove deep into the beauty category to better understand what beauty means to Gen Z.”
The key takeaways from the ‘Gen Z State of Beauty Report’ are:
● Skintellectuals: Skincare is widely accepted as a clear signifier of personal wellbeing with Gen Z and is considered an essential method of self care:
– Skincare ranked as the leading segment in the beauty category for Gen Z with Dove as the top skincare brand;
– 75% of respondents have purchased a skincare product in the last 3 months
– A third of respondents don’t wear makeup and focus solely on skincare with an average of 3 products as part of their regular skincare regimen;
– And Gen Z’s can’t do without skincare product: cleanser.
● Glowing Up Fast: Experimentation is a key part of being young and expressing yourself, so Gen Z see makeup as a form of creativity and are constantly seeking inspiration through video or social content:
– Gen Z’s favorite cosmetics product is mascara with Maybelline as the top ranking brand;
– A third of Gen Z respondents’ must-have is mascara and foundation ranked lowest as a product they can do without.
● The Value of Values: Gen Z expect and demand certain standards to be met by brands in terms of aligning with their values.
– Over a quarter (27%) of respondents have actively bought a beauty product in the last 6 months because of its sustainable initiatives, with the environment and social justice ranking at the top of the list;
– A third of Gen Z are looking to brands for insights and information, which presents brands with a major opportunity to educate.
● Trust is a Must: Gen Z want the scoop on beauty from real people who reflect what the world really looks like; this emphasis on transparency and inclusivity is critically important to this generation.
– Gen Z were more likely to add a new cosmetics product to their collection based on a recommendation from a TikTok influencer rather than YouTube or Instagram;
– Customer online reviews are the most influential on Gen Z’s purchase decisions;
– Gen Z are the most open generation yet, with over two thirds welcoming content from beauty influencers who are of a different gender identity than their own.
The Gen Z State of Beauty Report was conducted in May and June 2021 across the US and the UK via Instagram with 3500 participants aged 13-25. Kyra’s expertise in the beauty category includes the creation of Charlotte Tilbury’s first TikTok campaign with Abby Roberts, the first TikTok-native fashion and beauty pub Rag Report, Lancome Skincare’s first TikTok campaign and have been a long-term partner of Maybelline UK.
“Gen Z is literally changing the face of the beauty industry to be more transparent, socially responsible and inclusive. All of these forces will impact the way products are made and marketed – it’s a very exciting time for the industry,” said Marina Mansour, Kyra Media’s Global Head of Beauty Partnerships.
Kyra Media is on a mission to harness the power of Gen Z to create engaging digital content that resonates with the youth. We represent world class social talent, produce award-winning branded content with the biggest consumer brands and operate digital media properties on platforms that matter to Gen Z. Kyra Media engages Gen Z better than any traditional publisher, with an audience of 133 million social media followers racking up 762 million monthly video views in 190 countries around the globe.
To download the report please click here.
