Gen Z sets the standard for cosmetics and leads beauty industry transformation
02 Dec 2021 --- Quadpack, a packaging solutions provider for beauty brands, has unveiled the rising trends that will impact the beauty industry in 2022. The analysis of consumer demand revealed Gen Z will lead a “transformation” within industry. Top trends identified include the rise of digital beauty and greater calls for social and environmental action.
The top trends include “Post-COVID-19 Awakening,” “Ethics First,” “Nature Meets Tech,” “Radical Inclusion,” “Healthification” and “Make-up for Digital.”
The 2022 beauty trends will influence the way industry players communicate and build relationships with consumers, Marcia Bardauil, market insights lead at Quadpack, tells PersonalCareInsights.
“Corporate ethics, inclusive vocabulary, inclusive packaging and formulations (for people with disabilities), must be consistent and aligned with the brands’ values, not just because it is what they believe the customer wants to hear.”
Gen Z’s impact
To understand why this group has so much impact on beauty trends, Bardauil explains: “Gen Z is marked by non-conformism.”
“It’s an age group that seeks change,” she stresses. “They are information-seekers who prefer tracing their path instead of being told by brands what to do.”
“They are also very ethical and will not tolerate inconsistencies or greenwashing, so they naturally capture the attention of brands and influence other generations of consumers, especially through social media channels.”
As a result, they are the ones brands are listening to, rather than brands being the trendsetters, she adds.
Marcia Bardauil, market insights lead at Quadpack.
Post-COVID-19 Awakening
Consumers dealing with pandemic fatigue have driven a beauty trend that features color cosmetics that evoke joy and playfulness, prompting Quadpack to highlight the “Post-COVID-19 Awakening” trend.
This has been particularly evidenced by “beauty gurus” on the social media platform TikTok who are experimenting with bolder looks. Quadpack highlights that young consumers want a fun routine with products that stimulate their creativity.
Limited editions and collaborations with bold colors, glitter and “unique” textures invite the consumer to have fun with transforming their appearance.
The cosmetic colors that evoke the post-COVID-19 awakening are “bright colored eyeliners and thick, noticeable glitter for the face and eyes,” adds Bardauil. “The tones are orange, lilac and electric.”
Ethics First, Nature Meets Tech and Healthification
According to Quadpack’s analysis, the “Ethics First trend” shows that consumers are less willing to compromise their beliefs for an attractive product or brand.
The beauty industry must genuinely commit to social and environmental causes, being transparent every step of the way, the company emphasizes. As young people are increasingly informed and educated, “they spot greenwashing in a heartbeat.”
As an evolution of the “natural beauty” trend, the “Nature Meets Tech” trend is based on consumers being more open to lab-made solutions that help protect the environment. From an ingredient that replaces animal-origin elements to a mineral sunscreen that is not harmful to coral reefs, “tech for good is always welcome,” Quadpack notes.
Within the Healthification trend, products that make people look and smell good are desirable, but not enough to conquer their hearts. Besides having beautifying and beneficial effects, cosmetics should tackle well-being and bring holistic benefits for the body and the mind.
Digital beauty remains a trend in the beauty industry, with the “Radical Inclusion” trend gaining momentum.
Previously, Lycored detailed that ingestible skincare is the “deployment of nutrition” and it has evolved from trend-status to mainstream.
Hiding imperfections ends
Gen Z is a generation that not only accepts the difference but prefers it, while it pushes the market to create products for everyone, a behavior Quadpack refers to as “Radical Inclusion.”
Within this trend, the company highlights that the “hiding imperfections” era is about to die out.
“Radical Inclusion is not a process that happened overnight. Rather, it’s the evolution of an inclusive process that started a few years ago, when brands like Fenty launched a wide array of foundation shades, including darker tones for melanin-rich skin,” says Bardauil.
Freckles, spots, wrinkles and folds are personal marks and should be enhanced by makeup. Brands must be inclusive and bring diverse solutions or risk being boycotted.
Also within the Radical inclusion trend is the “no-makeup look.”
“Models who are influencers made a trend of the nude look or the ‘‘no-makeup look.’ Gradually, more and more brands have launched products that enhance the look of natural skin while also taking care of it, instead of covering imperfections,” she continues.
Make-up for Digital
The company analysis highlights that Gen Z’s involvement on TikTok, and their virtual lives in general, are more important than ever. While some brands are launching try-on filters and apps, others focus on products that help the consumer look good on camera.
This follows Perfect Corp.’s Q4 Global Beauty Trend Report release, which underscored the consumer shift to digital beauty, while also noting an increase in lipstick and lipgloss use as facemask mandates ease.
Global brands have been increasingly investing in digital beauty solutions, signaling the dawn of the “Metaverse era.” This term encompasses the increase of innovations within digital beauty, including cosmetics technology, e-commerce and phygital solutions.
Rihanna’s Fenty Beauty is among the latest celebrity-owned makeup brands to enter the digital beauty space, with its collaboration with Riot Games.
By Nicole Kerr
