Gen Z Insights: 5 Key Trends in Personal Care and Cosmetics
Published: August, 2024
Gen Z, the generation born roughly between 1997 and 2012, is reshaping the personal care and cosmetics industry with its unique values, behaviours, and expectations. As the first truly digital-native generation, their preferences are influenced by a blend of personal beliefs and social consciousness. Brands must navigate this complex landscape to stay relevant.
In May 2024, Opeepl conducted research called Youth Pulse, Wave 2. The survey included 2,500 participants aged 15-27 from France, Germany, Italy, Spain, and the UK. Here, we explore five key trends revealed by the study that define the Gen Z approach to personal care and cosmetics.
1. In-Store Shopping is Still Strong, But Omni-Channel is Gaining Ground
Despite the rise of online shopping, a significant portion of Gen Z consumers still prefer to buy personal care products in-store. According to our study, 37% of Gen Z shop for these products in physical stores, while 35% use a combination of in-store and online shopping. This trend highlights the importance of maintaining a strong physical presence while also optimising the online shopping experience.
37% of Gen Z buy personal care and cosmetics products in-store.
For Gen Z, shopping is not just about convenience but also about the experience. They appreciate the ability to touch, feel, and test products in-store, which helps them make informed decisions. However, the growing tendency to combine in-store and online shopping indicates that brands must offer a seamless omni-channel experience. Whether through click-and-collect services, mobile apps, or virtual try-ons, blending the physical and digital worlds is key to capturing Gen Z attention.
2. Balancing Sustainability with Practicality: Gen Z Purchasing Dilemma
Sustainability is a significant concern for Gen Z, with 59% of consumers expressing that they care about the sustainability of personal care and cosmetics products. However, when examining Gen Z broader priorities, sustainability ranks only ninth among the causes they care about. This indicates that while sustainability is important, it may not be the leading factor driving their purchasing decisions.
59% of 15- to 27-year-olds care about the sustainability of personal care products.
The results of our study suggest that the primary barrier to sustainable consumption for Gen Z is cost, with 56% identifying higher prices as a significant obstacle. Furthermore, while 48% of Gen Z acknowledges considering sustainability in their purchasing choices, other factors such as price, brand loyalty, and convenience often take precedence. This complexity reveals that brands must strike a balance between offering sustainable options and ensuring they are accessible and affordable to resonate with Gen Z consumers effectively.
3. Big Brands Dominate While Niche Brands Carve Out Their Space
Findings from our study indicate that Nivea, Dove, and L’Oréal reign as the top three personal care brands for Gen Z, boasting impressive levels of awareness and consideration among 15-27-year-olds. Nivea leads the pack with an awareness rate of 86% and a consideration rate of 65%. Additionally, 45% of Gen Z consumers have purchased Nivea products recently, with 37% preferring the brand. Dove follows closely with 78% awareness and 46% consideration, with 40% of Gen Z having bought Dove products recently, and 16% considering it their preferred brand. L’Oréal, while slightly behind, still enjoys strong recognition with 74% awareness and 38% consideration; 26% of Gen Z have purchased L’Oréal products recently, and 11% identify it as their preferred brand.
Brand funnels: Opeepl Youth Pulse, Wave 2 (May 2024). *Base: Awareness (aided) - Total; Consideration - Aware of at least one brand; Preference - Aware of at least one brand; Bought recently - Aware of the brand and picked as one of three brands by random selection.
Despite the dominance of these established brands, the landscape is gradually shifting as niche brands gain traction and appeal. Brands such as Sephora, The Ordinary, Fenty Beauty, Rare Beauty, Milk, and Glossier are becoming increasingly popular among Gen Z consumers. Sephora boasts a 59% awareness rate, with 19% of Gen Z purchasing from the brand recently. The Ordinary enjoys 33% awareness, with a notable 27% of Gen Z having bought its products recently. Fenty Beauty and Rare Beauty follow closely, with awareness rates of 30% and 29%, respectively, and recent purchase rates of 10% and 12%. Other niche brands like Milk and Glossier, are also making their mark, with awareness rates of 18% and 15%, and recent purchase rates of 11% and 9%.
This shift toward niche brands indicates that while legacy brands maintain their stronghold, younger consumers are increasingly drawn to innovative, trendy, and inclusive options that resonate with their values and preferences.
4. Personal Factors Drive Purchases, Yet Social Awareness is Rising
When it comes to the factors that drive Gen Z purchasing decisions in the category, personal drivers currently outweigh social drivers. Our research from October 2023 (Youth Pulse, Wave 1) revealed that personal drivers had a share of 91% in explaining Gen Z recent personal care buying behaviour, with social drivers making up just 9%. However, by May 2024 (Youth Pulse, Wave 2), social drivers’ influence had increased slightly to 12%, indicating a growing awareness of social issues among Gen Z.
Brand love is the primary driver, with a share of 24% in explaining recent Gen Z personal care purchases.
The top personal drivers for Gen Z when choosing personal care products are brand love (24%), product quality (22%), and how the product enhances their image or reputation (7%). While these personal factors remain dominant, the increasing importance of social drivers—such as environmental responsibility, charity involvement, and social diversity—suggests that brands cannot afford to ignore their social impact.
5. Brand Associations Highlight Gen Z Values and Preferences
Brand associations play a crucial role in how Gen Z perceives various personal care and cosmetics brands. Our research reveals that Dove stands out as a brand closely associated with the attribute of being charitable, resonating with Gen Z strong alignment with social responsibility and philanthropy. This perception positions Dove uniquely in the minds of Gen Z, who appreciate brands that contribute positively to society.
In contrast, Glossier and Sephora are primarily associated with being trendy. Gen Z views these brands as modern and fashionable, highlighting their appeal in the realm of style and aesthetics. This strong perception of trendiness sets them apart from other brands, reflecting Gen Z desire for contemporary and fashionable products.
Correspondence map: Opeepl Youth Pulse, Wave 2 (May 2024). Analysis technique - correspondence analysis.
Rare Beauty and Fenty Beauty, on the other hand, are linked with inclusivity. Gen Z perceives these brands as champions of social diversity and representation, aligning with their values of acceptance and inclusivity. Despite having lower overall awareness than some of the larger brands, their commitment to promoting diversity makes them resonate strongly with Gen Z consumers.
Conclusion on Gen Z Personal Care Trends
As the personal care and cosmetics industry evolves, understanding the trends that shape Gen Z preferences is crucial for brands aiming to stay ahead. With a strong emphasis on in-store experiences, personal drivers, and the rising influence of social consciousness, these trends underscore the need for brands to be adaptable, innovative, and in tune with the values of this next generation. By embracing these insights, brands can forge deeper connections with Gen Z, ensuring their relevance and success in the future of the industry.
Read more about the latest Gen Z personal care and cosmetics trends in our latest Youth Pulse Report.
Discover more trends among 15-27 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.