Gen Z consumers are driving sales of skincare brands as they tap into the “treat yourself” trend.
New research by YouGov has found that on average, Gen Z skincare enthusiasts spent £65 each on personal care products over a three-month period, which is £18 more than the national average.
YouGov also found, in its 2024 Great Britain Skincare Consumer Report, that 25 per cent of Gen Z skincare consumers purchase skincare products to feel good, compared to just 11 per cent of all skincare consumers.
Originally a reference to the sitcom Parks and Recreation, ‘treat yourself’ has become a cultural staple among younger generations.
It refers to the practice of buying a ‘treat’ as a reward for getting through a hard day or experience. It can refer to skincare products, a sweet treat or even a spa day.
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One of the key things Gen Z consumers look for is anti-aging skincare products, the research found.
When polled by YouGov, two thirds (67 per cent) of Gen Z skincare enthusiasts agreed with the statement: “I use beauty products to prevent my skin from ageing”, compared to a national average of about four in ten (42 per cent).
Meanwhile, two-thirds (66 per cent) of Gen Z skincare enthusiasts agree with the statement: “I’m more likely to engage with advertisements on social media than on regular websites”, compared to a national average of a quarter (26 per cent).
Those advertisements will be more effective if they employ celebrities and influencers. Nearly half (46 per cent) of Gen Z skincare enthusiasts agreed with the statement “I enjoy watching ads with my favourite celebrities.” compared to a national average of under a quarter (22 per cent).
In October this year, cosmetics brand Maybelline shone a spotlight on young people’s split relationship between social media and mental health with a powerful new campaign.
Earlier this year, it was revealed podcasts were a leading platform for brand engagement, especially among younger audiences including the Gen Z generation, outstripping traditional media channels such as TV, radio and even social media.
