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Generation Z refers to ones born between 1995 and 2009. With the rapid development of social economy and the internet, generation Z has gradually grown into a main consumer group being surrounded by internet since childhood. It is estimated that Generation Z contributed to 40% of consumption power in 2020.
Generation Z has a very clear concept of consumption, centered around self-gratification, social interaction, appearance and feeling.
According to the Insight Report on Beauty and Skin Care Consumption of Generation Z in 2021 jointly released by CCFA and iResearch, beauty and skin care products have reached the hearts of Generation Z, with 24.5% of Generation Z consumers making at least one purchase of beauty and skin care products a month.
Generation Z believes that appearance is power. They go boldly in the pursuit of beauty and skin care and spend money on beauty. They will become the powerhouse of the beauty industry.
# Generation Z Skincare Trend #
01. Market segment of skin care, Brands underlining efficacy
Recently, in the Insight Report on Beauty and Skin Care Consumption of Generation Z in 2021, it was proposed that Generation Z has more specific functional demands for skin care products. Whitening and moisturizing are the basic demands, with different needs for different scenarios. Among Generation Z consumers, more than 25% of them have put anti-aging on their agenda, and post-2000s generation is more concerned about the effects of acne removal and cleansing that are often encountered in adolescence.
From the brands that participated at CBE this year and the few that made the top CBE good brands award, it can be seen that basic efficacy alone is not enough to impress Generation Z. The skin care categories show a new trend in terms of new scenes, new functions and new forms.
On the list of good brands at the 26th CBE, of the 265 good brands that were selected, 103 falls under the skin care category.
Among the international brands, Shiseido and the beauty instrument expert YA-MAN Ltd. jointly created the new technology anti-aging brand EFFECTIM and brought two anti-aging brands AWASE FACE and AWASE EYE, to the 26th CBE exhibition. The heavy debut has aroused great interest among young audiences.
Domestic good brands such as Pechoin, MAYSU and other brands also launched anti-aging product lines one after another.
Pechoin's anti-aging series focuses on "anti-winkle" efficacy, and the product is positioned as "your first experience to anti-aging cream", which meets the "anti-ageing" skin care needs of the post-95s and post-00s, covering 18 to 40 year old’s.
Maysu, a brand under JALA Group, also held a new product launch conference for its Rose Nutrition Line Smooth series at CBE. Targeting the anti-aging market segment, it used patented rose nutrition ingredient and the anti-wrinkle technology "BoNT-L line smooth technology" (namely botulinum peptide-like line smooth technology), effectively reducing wrinkles for Generation Z.
02. Understanding Generation Z
Generation Z often stays up late and uses electronic products for long durations, thus being troubled by skin instability and deterioration. In the mind of Generation Z, they advocate to buy the most expensive face masks to compensate for the late nights. Mask is their secret skin care weapon, and they generally have the habit of hoarding masks.
With the current evolving skin care market segments and business models, reaching the heart of consumers is becoming more and more critical. For market practitioners, the best strategy is to embrace changes and adapt to the environment. The differentiated approach to leverage growth is to understand their preferences and pain points from the perspective of consumers, especially in Generation Z.