Born between 1997 and 2007, the young people of Generation Z have grown up with the Internet, smartphones and social networks, and have always known a connected, globalized, fast-paced society. Their consumption and commitments reflect this society: less idealistic, more connected and marked by new concerns. Faced with these consumers of tomorrow, brands need to adapt by responding to their quest for meaning and new points of reference.
A fast-growing sector, the beauty market is undergoing profound changes that reflect the transformations in our society: respect for the environment, ethical production, more neutral consumption, new digital uses, gender identity... To survive in this increasingly competitive market, it is essential for brands to know these new consumers and understand their expectations.
For this study, we chose to interview young Gen Zers with an affinity for the world of beauty in 5 different markets. In our analysis, we will focus on the sample from France 🇫🇷, comparing it with those from the United Arab Emirates 🇦🇪, India 🇮🇳, the USA 🇺🇲 and China 🇨🇳.
Thanks to this deciphering, you will understand :
