Gen Zers have a spending power of over $140 billion and they’re looking to influencers for ideas on which beauty brands to spend their money on.
A new report from Kyra, conducted from May to June 2021 across the US and UK with 3,500 Gen Z, explores the cohort’s attitudes toward the $511 billion beauty industry, including their top-ranked segment and brands in the category, the social platforms they turn to most frequently and more.
Beauty marketers looking to increase their influencer marketing spend on TikTok will be glad to know: Gen Z are more likely to add a new skincare and cosmetics product to their collection based on a recommendation from a TikTok influencer. When asked where they turn to for online beauty content and information, Gen Z ranked YouTube first, TikTok second and Instagram third.
Skincare is synonymous with self-care for Gen Z. Among skincare brands, Kyra found that the group ranks Dove as their favorite brand, with Cerave coming in second; last year, their favorite skincare brand was Neutrogena. Gen Z’s top skincare products, in general, are cleansers, followed by moisturizers in second place, face masks in third and SPF in fourth.
Gen Z buys skincare frequently, with 75 percent saying they’ve purchased skincare in the past three months and another 22 percent in the last week. Most Gen Z (38 percent) in the US spend between $21 and $51 on a single skincare product, according to the Kyra.
Maybelline is Gen Z’s top makeup brand, followed by e.l.f. Cosmetics. Their top makeup must-haves are mascara, followed by concealer in second and lip gloss in third. Lipstick and foundation were ranked the lowest, perhaps unsurprisingly given Gen Z’s desire to express their individual personality and unpolished life moments on TikTok.
Kyra found that for 86 percent of Gen Z, doing something creative helps them feel at ease. And so, when it comes to buying makeup, curiosity to try something new is Gen Z’s top motivator, followed by how their skin reacts to the product.
Beauty marketers should keep in mind that seasonal changes are the least influential for driving Gen Z to want to buy new products. With that in mind, marketers should ensure their influencer partnerships include product reviews that educate Gen Z about the product’s benefits based on the influencer’s skin type and sensitivity.
Gen Z said customer online reviews from real people are the most influential on their purchase decisions. And the second most powerful factor driving their beauty buying behavior? Influencers, tutorials and social media. Choosing an influencer that aligns with Gen Z’s gender diversity expectations is key here, as 67 percent said they watch content from beauty influencers who are of a different gender identity to their own.
As is the case with their non-beauty purchases, Gen Z expects brands to have sustainable and ethical production processes. Half of Gen Z wouldn’t purchase from a skincare or makeup brand that wasn’t certified as being cruelty-free and a little more than half would stop buying products from a brand if they found out they tested on animals.
Lastly, Kyra asked the demographic how important certain labels are to them when purchasing makeup. Their three label deal breakers are: Sustainable, eco-friendly and vegan. To get the most out of your beauty influencer partnership, provide your influencer with a brief that clearly outlines any of these product differentiators. Highlighting sustainability factors will be particularly important here, as 27 percent of Gen Z said that they’ve deliberately bought skincare or cosmetics products because of the brand’s sustainability initiatives.