25 Data Points on Gen Z and Cosmetics You’ll Need For Your Next Presentation

Source: Business of Fashion

• About 90% of American teenagers still prefer to buy cosmetics in stores, according to Piper Jaffray, which conducts a twice-annual survey.
• In Piper Jaffray’s latest survey, 4% of female teens said Amazon was their favourite beauty retailer, indicating the retailer’s recent expansion of its beauty offerings is paying off.

Source: Viacom CBS

• The Mally x RuPaul collaboration is also an example of how cosmetics retailers are reaching and engaging with Gen Zers and some younger millennials, as Mally Beauty announced the partnership on Instagram (of note: 71% of Americans ages 18–24 actively using the platform).
• 32% of Gen Z teens and millennials say that without YouTube tutorials, their look wouldn’t be nearly as good.
• In fact, consumers are more likely to purchase beauty products in stores, with 78% admitting that they purchase cosmetics more in-store rather than online, according to Viacom’s study.
• 78% of consumers say they purchase more cosmetics in-store rather than online.

Source: Cosmetics Design

• There is a growing trend for multifunctional or hero products
• Many brands that are already tapping into the multitasking trend and winning Gen Z consumers over including the Neutrogena Hydro Boost City Shield, a multitasking skin protection product, as well as Starskin, a 7-in-one morning mask.

Source: YPulse

• Beauty/cosmetics were second on the list of things that young females had recently treated themselves to, and our research shows that 33% of 13–36-year-old females say they have increased their spending on skincare in the last 12 months.

Source: Vogue Business

• Despite being a generation who lives online, Gen Z still likes bricks-and-mortar shops, with 90% of teens preferring shopping for their beauty products in-store versus online, according to the Piper Jaffray survey.
• 80% of female teens surveyed by Piper Jaffray said influencers are the number one source of beauty product discovery, followed by friends at 65%
• Jenner and James Charles (who has 16 million YouTube subscribers and recently released palettes with Morphe that sold out) are the most popular beauty influencers, according to the survey.
• Ulta has offered diffusion makeup lines from Tarte (Sugar Rush) and Too Faced (Tutti Frutti), the brands that ranked as first and second favorite makeup brands in Piper Jaffray’s survey.
• 33% of US teens girls favorite beauty retailer is Ulta Beauty, with 31% shopping at Sephora, 8% favoriting Walmart
• Only 6% of US teen girls favorite Target and 4% favorite Amazon

Source: Coast Southwest

• Gen Z, or those born between 1996 and 2014, currently make up 24.3% percent of the US population, according to US Census estimates.
• Gen Z and Millennials “buy natural and organic beauty and personal care the most, with 78% saying they do so some of the time, compared to 76% of Generation X and 69% of baby boomers.”
• Generation Z is also “extremely open-minded and fluid in the way they think about gender and sexuality.” In fact, a study of 12 to 19-year-olds discovered “ 82 percent agree that gender does not define a person as it used to do.”

Source: Cosmeticsbusiness

• Watson Stores latest research shows that 86% of its Gen Z consumers are spending on beauty.
• The health and beauty retailer found that on average 86% of its Gen Z shoppers were beauty shoppers in 2019, with over 70% of their spend going towards beauty products — the highest among all generations
• Despite the prevalence of online shopping, the data revealed that Gen Z prefers shopping for beauty in-store, with 99% shopping offline
• “Gen Z is a very different customer to the Millennials that came before them.They are reinvigorating the retail industry with their desire for experience and activities, while at the same time helping shape a more sustainable future with their emphasis on the environment and doing good.”

Source: The Guardian

• The market research firm Mintel valued the UK beauty and personal care market at £10.2bn in 2018.
• Spending is up: 30% of women aged 16–24 say they shell out more than they did 12 months ago
• Brands that work with popular influencers to corner the teen market will experience phenomenal growth — earlier this year, thousands of teenagers mobbed an appearance by Charles at the Birmingham store of the cosmetics brand Morphe

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