Generation Z and millennials are redefining the beauty industry

Published: 6-Nov-2017

Described as ‘pivotals’, the next generation of beauty consumers are said to be driving a full-blown cultural movement

The impact of Generation Z and millennials on the beauty industry has been highlighted in a new survey by Beautycon Media.

The study, called FOMO, was carried out on 1,000 participants at the 2017 Beautycon Festivals in Los Angeles and New York City.

A key finding was that pivotals use beauty products as a means to challenge outdated standards and define individuality; beauty has shifted from a category of consumer products to a “full-blow cultural movement”.

Beautycon CEO and co-founder Moj Mahdara said: “Although we're interfacing with one of the most tech-savvy groups of American consumers in our history, it’s interesting to witness how they are also having a profound human impact on the rest of us.

“Words that once defined cultural outliers or ‘unconventional’ people – for example, mixed race, asexual or different-abled – the majority of pivotals we surveyed apply to themselves with great pride.

“They can also be more than one thing, which in turn impacts what beauty products they buy, how they use it, and how they inform others about what they’ve embraced.”

The majority, or 81%, said beauty was about cultural expression, while 79% agreed with the statement ‘the way I present myself is fundamental to who I am’.

Meanwhile, 82% agreed that their physical and digital identities were the same.

“Rather than blending in, pivotals want to use beauty products as a way of breaking out of conformity and achieving meaningful connection with others,” Mahdara added.

“Social media beauty influencers has blossomed from a small group of young people putting how-to videos and images on social media platforms such as YouTube, Instagram, and Snapchat, into a full-on community, some would even say, a movement, which embraces diversity and timely cultural issues.”

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