THE GENERATION Z BPC CONSUMER - UK - AUGUST 2019

THE GENERATION Z BPC CONSUMER - UK - AUGUST 2019

  • Mintel
  • August 2019
  • Personal Care
  • 0 pages

Report Description

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Generation Z are defining their own parameters of beauty and are not looking for external validations for their appearance. Self-expression is essential to this group, who are already involved in their BPC routines at a young age and buying their own products. Whilst much is speculated about the influence of bloggers, Gen Z are much more likely to trust their peers and family, pointing to their being mini-influencers in their own right. When it comes to BPC, ethical considerations are essential to this demographic, who are willing to leave a brand they think is unethical altogether, even calling it out on social media.

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Table of contents
OVERVIEW
What you need to know
Products covered in this Report
Mintel generation definitions
EXECUTIVE SUMMARY
The market
A small but influential group
Figure 1: Generation structure of the UK population, 2018 (projected)
Companies and brands
Brands challenge the norms
The consumer
Appearance is important
Figure 2: Importance of appearance, June 2019
Beauty is from within
Figure 3: Definition of beautiful, June 2019
Usage of BPC products is high
Figure 4: Usage of beauty and grooming products, by gender, June 2019
Gen Z buy for themselves
Figure 5: Purchase of beauty and grooming products, June 2019
Friends/family are influential
Figure 6: Trusted sources of beauty information, by gender, June 2019
Self-expression is essential
Figure 7: Attitudes towards beauty and grooming, June 2019
Values are important
Figure 8: Beauty and grooming behaviours, June 2019
What we think
ISSUES AND INSIGHTS
Gen Z are driven by ethics
The facts
The implications
Rejection of traditional norms
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Small in number
Similar but different to Millennials
Sensible spenders
The influence of friends
Social media is a concern for parents
MARKET DRIVERS
Small in number but growing in influence
Figure 9: Generation structure of the UK population, 2018 (projected)
Generation X vs Baby Boomers
Spending aspirations are high…but sensible
Figure 10: How generation Z would spend £1,000, by age, June 2018
Friends are important
Figure 11: Sources of style inspiration amongst Generation Z, June 2018
Girls follow bloggers
Figure 12: Sources of hairstyle inspiration amongst Generation Z, by gender, June 2018
Parents worry about social media…
Figure 13: Parents’ attitudes towards social media influencers and role models, July 2018
…however social media can be a tool for good
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Colour cosmetics gives self-expression
Embracing imperfections
Challenging the norms
Promoting ethics
2019 sees social media drama
INNOVATION AND MARKETING ACTIVITY
Express yourself
Figure 14: Example of MAC Cosmetics launch promoting artistry, 2019
Figure 15: Ezra Miller for Urban Decay’s ‘pretty different’ campaign, 2019
Embracing imperfections
Figure 16: Gucci beauty campaign, 2019
Figure 17: Example of faux freckle product launch, 2019
Challenge accepted
Focusing on ethics
Beware of the backlash
Social media drama
THE CONSUMER – WHAT YOU NEED TO KNOW
Beauty is from within
Trends don’t define beauty
Facial skincare is not a priority
Gen Z are involved in purchase decisions
What are friends for?
Appearance and identity are connected
Values are essential
ATTITUDES TOWARDS APPEARANCE
Appearance is important
Figure 18: Importance of appearance, June 2019
Beauty is confidence and self-expression
Figure 19: Definition of ‘being beautiful’, by gender, June 2019
Trends don’t define beauty
Figure 20: Beauty is about being proud of your heritage, by area, June 2019
USAGE AND PURCHASE OF BPC PRODUCTS
Facial skincare is a low priority
Figure 21: Usage of beauty and grooming products, by gender, June 2019
Boys experiment with hair colour and makeup
Purchase responsibility is high
Figure 22: Purchase of beauty and grooming products, June 2019
Boys are involved in purchase
Figure 23: Purchase of beauty and grooming products by self, by gender, June 2019
SOURCES OF INFORMATION
Friends/family have the biggest influence
Figure 24: Trusted sources of beauty information, by gender, June 2019
Traditional expertise is trusted
ATTITUDES TOWARDS BEAUTY AND GROOMING
It’s all about self-expression
Figure 25: Attitudes towards beauty and grooming, June 2019
Challenging the norm
The pressure is on
Standing by your values
Figure 26: Beauty and grooming behaviours, June 2019
Back to nature
Trigger happy
Research is essential
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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