As tech continues to blur the line between physical and digital space, we will shift from the experience economy to the immersive economy, where GEN Z will shape consumerism. What they want from beauty brands and their expectations about the products they offer. Gen Z prizes brands that offer moments of calm, sensorial experiences and products that support their physical, mental and emotional well-being, especially if they also appeal to their strong beliefs in protest and activism, positive messaging, sustainability and inclusivity.
Taking into account valuing diversity in all forms, the beauty industry is aiming to become more INCLUSIVE. Colour cosmetics brands have been offering wider ranges of foundation shades to suit different skin tones. On the other hand, Asian youths lead in challenging traditional perceptions of masculinity. In Korea, there are over 44k YouTube “male idol make-up” videos, mostly created by teenage boys.
At-home kits, customized services and strategies blend on and offline experiences for maximum engagement with a ‘phygital’ Gen Z mindset. PERSONALIZATION is the key. Tailor-made products, such as smart face-masks, DNA-designed skincare and 3D printable make-up. Outside of the home, DIY beauty will also have an impact in-store. Live streamed DIY beauty workshops where customers can learn to create treatments ensuring brand’s authority and making consumers feel empowered.
The purchasing pathways of these educated, eco-conscious shoppers are directly determined by ethical practices and messaging, and they strongly believe that a brand must take responsibility for both its SOCIAL AND ENVIRONMENTAL IMPACT. Skincare brand Haeckels offers a 40% online discount if you share a photo of yourself cleaning up a beach. Lush is going a step further with entire stores dedicated to packaging-free products to raise awareness of the impact of single-use plastic on oceans. As regards the future of products, these will be made from biodegradable materials, such as algae and bacteria that can be safely broken down by composting process. The challenge of reducing water waste, particularly within industry, will become the next high-profile global environmental challenge after plastic in 2019.
Technology should be used to enhance the experience of a beauty ritual, rather than trying to replace it. Giving this consumer the power to change their personal beauty world. It’s about wellness rather than how-do-I-look. Brands are challenged every day to create the best products for changing consumer groups and respect the planet.