The days of kids suffering through those “awkward teenage years” appear to be over. Generation Z — the generation that represents 23% of the U.S. population and follows Millennials — is knowledgeable and skilled when it comes to their beauty routines. Their skin is glowing, their foundation is baked, their eyebrows ‘on fleek,’ and their strobing is flawless.

Armed with learnings from its most recent generational survey of more than 2,000 consumers and dozens of one-on-one interviews and focus groups, IRI found that manufacturers and retailers eager to capture Gen Z’s attention will need to focus on a triumvirate of benefits: packaging, price and the endorsement of those they trust and value.

A Generation of Influencers

Gen Z relies heavily on online beauty influencers and tutorials for information about products and how to use them and rejects anything that feels inauthentic. They’re not looking for star-studded endorsements; they’re looking for honest feedback and recommendations.

Thirty-three percent of Gen Z said that family/friend recommendations are the deciding factor when purchasing a brand. It’s important to them to be a part of the feedback loop. Gen Z has little interest in or patience for brands that try to “sell them” without sincerely working to get to know them. They want an open dialog, and social media paves the way for building those relationships.

Gen Z Are Savvy Shoppers

Gen Z’s online fluency doesn’t necessarily translate to a devotion to e-commerce for personal care and beauty products, where 75% of Gen Z prefers shopping in-store.

While Gen Z is focused on value (66% say they buy based on price), brands also guide their decision-making for beauty products, with 42% of 14-17 year olds and 36% of 18-21 year olds saying they stick to brand name beauty products regardless of whether they’re on sale. “Insta-worthy” packaging that stands out at shelf helps Gen Z discover new products and can be a critical element in activating their intention to buy.

Photo: Teen beauty influencer Sage, on Instagram @gtfosage 

ABOUT THE AUTHOR

Lynne Gillis is Principal at IRI Survey & Segmentation Solutions Practice