The future is here. And with it, new beauty consumers. Not Millennials, but a new generation entirely. Gen Z – as they are typically called – were born beginning at the end of the 1990s. Its oldest members are now hitting adult hood, and brands need a total mindset change for the exacting Gen Z beauty consumer.
Sara Jones looks at key behavioral trends that point to a new worldview; from digital everything and social influencers to individuality and brand consciousness. And devises a checklist for what beauty brands must do to adapt for the Gen Z shift.
Published in Global Cosmetic Industry Magazine, June 2018: