Born between 1997 and 2007, Gen Z individuals grew up with the internet, smartphones, and social networks, having only ever known a connected, globalized, fast-paced society. Their consumption and engagements reflect this society: less idealistic, more connected, and marked by new concerns. Faced with these consumers of tomorrow, brands must adapt by responding to their search for meaning and new benchmarks.
A rapidly growing sector, the beauty market is undergoing profound changes that reflect societal transformations: environmental respect, production ethics, more sustainable consumption, new digital practices, gender identity... To survive in this increasingly competitive market, it is essential for brands to understand these new consumers and their expectations.
For this study, we chose to survey Gen Z individuals with an affinity for the beauty industry across 5 different markets. In our analysis, we will focus on the French sample 🇫🇷, comparing it to those from the United Arab Emirates 🇦🇪, India 🇮🇳, the United States 🇺🇲, and China 🇨🇳.
Through this analysis, you will understand:
