The shifting realm of consumption of beauty products: Today, both brands and their customers are becoming increasingly and consciously associated with a sentimental and moral philosophy towards embracing sustainable products. Even the ‘Heritage’ beauty and cosmetics brands are nowadays re-thinking/re-evaluating their formulations and ingredients to stay aligned with their ‘sensible’ consumers’ desires.
Factors driving buying behaviour of India’s beauty consumers, and the rise of skintellectuals: While there are several factors that may have tremendous influences on the buying nature of consumers, including the brand, packaging, price, quantity, quality and advertising, etc.; however, the buyers from Generation-Z (or Gen Z) are usually seen as more active and experimental, and very much skintellectual (one who is interested and/or well-aware about the ingredients and science applied in his/her skincare products)!
Sensibility and ideals of Gen Z: Gen Z, a generation that stepped at the dawn of the online era comprises nearly 33 per cent of the global population, and around 27 per cent of the entire population of India, thus becoming the largest age group with more spending power. But, as far as the personal care and cosmetics domain is concerned, what makes Gen-Zers really stand out is: they actively seek beauty brands and/or products with strong purpose and identity. Even though they are receptive to new technologies, but still carry with themselves a strong desire for what is real and non-negotiable when it comes to environmental causes, even before they would have a personal experience with a particular brand.
The Way forward: The changed focus based on the priorities of Gen-Z consumers and cultural shift have provided a prolific opportunity of innovation to fresh brands to fill the existing gaps in the beauty and cosmetic industry, and furthermore, have also reflected in an increased number of sales of natural and organic beauty products across India in the recent years.
With inputs from Caroleen Gomez, Founder, Rêvées Clive.
The thumbnail picture is from Chanel Beauty.