64% of the “digital generation” (16–20 years old) want beauty products that are “fun to use”, such as colourchanging or heat-activated items, according to analyst Mintel.
Coining this teenage consumer group (born between 1998 and 2002) as AVID – approaching adulthood, video driven, influencer aware and digital natives – the researcher’s data shows that more than simple advertising is needed to engage Generation Z.
Despite 80% of AVID investing in beauty products, many want to engage with the brands they are using more, with half saying they would attend retail experiences like expert talks and exercise classes. Beauty salons are also becoming hot spots for education, with 61% saying they are interested in having their skin analysed.
“We’re increasingly seeing retailers turn stores into beauty playgrounds where consumers can experiment with products”, said Charlotte Libby, global beauty analyst at Mintel.
“Brands that are able to take teenagers by the hand and help them in their journey of self-discovery can win these young consumers’ trust. However, learning has to be a fun and pleasurable experience.”