New Age of Skincare - Understanding Consumer Mindset of The Gen Z

Posted by The Broadcast Beauty on February 15th, 2021

People born in the mid-to-late 1990s till early 2010s come under the category of Generation Z (Gen Z). Many studies have found that Gen Z invests a lot in beauty and skincare products but only after doing comprehensive research. So, it becomes obvious for industry professionals- including manufacturers and marketers to understand the public needs and decide their products accordingly.

In current times, the concept of skincare has seen drastic changes. People are now concerned about the products they use and the ingredients used in them. The general public is making informed decisions by following and listening to multiple beauty bloggers and influencers on various social media platforms, who talk about different skincare products and their effects on their skin. Apart from skincare, their focus saw a shift towards filling their bellies with a nutritious diet and drinking plenty of water to get glowing plus healthy skin.

We see innovations in product and communications that show a realistic and positive understanding of what beauty stands for Gen Z. In our opinion, the concept of getting ‘fair’ skin has seen a setback with the changing norms, and getting healthy and glowing skin is the ultimate objective of an individual. Not just women, men are also concerned about their skin for which they try to follow more skincare rituals and pamper their skin now and then.

Apart from all this, skincare has become an umbrella term for Gen Z people that contains many things apart from skincare products. It includes intake of vitamins and minerals, fiber-rich food, omega-3 into the body to glow from within. The practice of yoga and exercise saw a surge, especially during the lockdown. The current situation has also made people pamper their bodies more and try different skincare products rather than using makeup.

Also, the emphasis on organic and natural products has compelled the beauty product Founders to make products infused with the goodness of natural ingredients like plants and herbs. Besides taking care of the skin, people are concerned about the carbon footprints a product has on the environment. They look for more nature-oriented and environmentally friendly products. Also, they believe in tried and tested beauty products rather than buying anything suggested by other people.

People are including DIY ideas and using natural ingredients like turmeric, lemon, gram flour, rice flour, etc. either to make their own face masks or to give their body a nice homemade scrub.

Although people opt for more natural and organic products, they still use chemical-based beauty products to deeply cleanse their skin pores and see visible results in less time. Chemicals like hyaluronic acid, ascorbic acid, niacinamide, etc., have become people’s best friend. Chemical exfoliation is another choice that is highly opted by people to remove dead skin in one go.

To sum up, we can decipher that the current scenario has given more power to the consumers in deciding the skincare products. Being an informed citizen, they make the right decisions and compel brands to supply only certified and trusted beauty products in the market. However, Indian brands still have a lot to learn in the context of both beauty and skincare products, if they want to make a long-term impact on the Indian Audience.