Forget about masking imperfections under layers of foundation, concealer, highlighter and similar products; Today it is about looking for ways to keep your skin in radiant health in the long run. Although contouring techniques had millions of followers not long ago, especially among young people, new desires have emerged and the pandemic seems to have accelerated the trend. Today, the keywords of cosmetics are authentic, natural, essential and reflect a broader desire to embrace minimalist routines.
Skin care and clean beauty spend a moment
As a result, the Gen Z is more mindful than (only) makeup. In fact, young people aged about 13 to 26 see skin care as the Holy Grail of beauty routines. Now it is about caring for and caring for the skin, as the notion of health occupies a growing place in the world of cosmetics. In fact, more than four out of 10 Gen Zers (41%) respondents place skin care as their highest beauty category, according to [a study carried out by Klarna, the Sweden-based provider of online payment solutions->https://www.klarna.com/us/business/fresh-faces-full-carts-report/] .
After surveying 15,000 buyers in February 2021, the survey also revealed this The Gen Z spends more on skin care than the previous generation, the Millennials, in addition to the Gen X and Baby Boomers. This should give serious consideration to brands, as the phenomenon has been growing in recent months, forming part of broader and cleaner beauty and cleansing trends, focusing on minimalism and overall skin health. .
For the younger generations, the most important consideration when buying beauty products was “non-toxic natural ingredients.” Gen Z and Millennials were also more inclined to buy vegan and cruelty-free products than their older counterparts.
Diversity and inclusion rather than sustainability
While buyers of all generations agree that brand values take into account their purchasing decision, they have a different valuation than what matters most. The key value of the brand for younger buyers is diversity and inclusion, while older generations are more concerned with sustainability and innovation.
As a result, according to Klarna, Boomers value sustainability more than the Gen Z when buying beauty brands.
Eye makeup is still in vogue
However, according to the survey, Gen Z has not completely turned its back on makeup. Products of particular interest to younger shoppers include bright makeup palettes, especially for the eyes. And this may seem understandable, as often the eyes are the only visible part of the face when facial masks are mandatory.
But as the weather improves and the summer holiday season approaches, and with the health rules that we hope will be less stringent, you can set up a beauty look that takes a bolder turn, resulting in colors. bright and motives of all kinds to try to shake a long period of perdition and penumbra.