Now that values and lifestyles are changing rapidly, how should we catch those changes and come up with new values and business ideas?
Mediagene THE STUDIO. GLOSSY & MASHING UP Co., Ltd. , we focus on Generation Z, the driving force behind this change.
By forming a unique community with them, we will continue to catch up on changes in values, lifestyles, and purchasing behavior, as well as the movements of the heart behind them.
This time, the second survey of attitudes toward Generation Z, we conducted survey research on "beauty", which is attracting attention as a form of self-expression that transcends gender. We surveyed 222 Gen Z people, four of whom were given several hours of in-depth interviews.
▽ Survey title Fact
-finding survey on values and purchasing behavior related to “beauty” of Generation Z
-Aiming for aesthetic experiences and value creation in the future-
▽ Survey method
Internet survey, interview survey
▽ Survey target
222 generation Z born between 1996 and 2002
▽ Survey period
February 17, 2021 to March 4, 2021
The survey revealed five marketing keywords to watch in 2021.
#personality
Q Please tell us the situation that motivates you to apply makeup the most.
<Multiple answers allowed>
QDo you want to try beauty and make-up that emphasizes your individuality more than you do now?
<Interview with Generation Z>
Q What value does makeup have for you?
・Because you can choose your own makeup and fashion,
you can feel "freedom"! Be yourself!
・You can be free, you can make various combinations, infinitely.
・I'm not good at the stereotypical "femininity" and the worldview that symbolizes it. I want to do my own makeup. Pinterest is a reference because it has no gender boundaries.
Situations that motivate makeup are "when meeting friends of the same sex", "when meeting friends of the opposite sex", and "when meeting lovers/partners". What I learned from the in-depth interview is that I want to enjoy makeup in my own way! It is a situation between friends where you can enjoy expressing yourself in response to that desire, and in relationships with lovers and partners, there seems to be a situation where you are worried about "the other person's perspective and taste".
Those who answered “yes” mainly had two needs: “People who are looking for makeup that suits them” and “People who think their current makeup suits them, but want to take on further challenges”. seems to exist.
Among those who answered "No," it seems that there are a certain number of people who are concerned about the eyes of others and are resistant to "challenges" and "changes."
# feel better
Q Please tell us about beauty items that you have purchased in the last 6 months.
<Interview with Generation Z>
Q: Now that classes and work on Zoom have spread, have your awareness and behavior regarding beauty changed?
・At the Zoom meeting, she wears little make-up and wears glasses and a quick style.
Since the number of situations where I almost don't wear any makeup has increased, my awareness of skin care has increased. I feel like my skin is bouncy.
・I don't care so much at my mtg.
I have more masks, and I feel like I'm comfortable with zoom, and I feel like I'm going to have a good time.
Q What is the motivation for choosing and purchasing products and brands?
・When choosing beauty items, ignore the price. Ignore the package. I have sensitive skin, so I have a prescription to see if it works for my skin. Whether you like or dislike the functionality, the texture, or whether the scent lifts your mood.
・Product design is very important. I'm in an environmental circle, so I'm looking for cosmetics that have no environmental impact, and I like them because they're comfortable to use.
・When it comes to cosmetics, comfort is important, but since they are basic consumables, it is important to be able to keep buying them all the time, to leave the packaging for a long time and not have an unpleasant design, and to make you feel better.
・Tension rises for make-up and nails.
I feel good about myself.
Due to the increase in online activities such as Zoom, both men and women are becoming more aware of their skin and hair. In particular, some women buy high-priced "beauty appliances", and some men start reconsidering shaving or hair removal as "beard care". It seems that there are many people who feel that
Purchased product examples:
Hatomugi lotion / MUJI lotion / Bulk Homme facial cleanser / Medicated acne care cream / Biore facial cleanser / Mediheal pack / Avene Water, AESOP facial cleanser, lotion, milky lotion / Rosetta facial cleansing pasta blue / Introductory makeup Liquid / Keana Nadeshiko Pack / Muji Introduced Lotion All-in-one Gel / Lotion with Vitamin C / Shiseido Tsumatama Mist FEMMUE Lumiere Vital C / De La Mer / DUO Cleansing / Cicapea Cream / shuuemura Cleansing Oil / IPSA Makeup Water & milky lotion / SK2 lotion
UKA Kenzan brush / razor / epilator / Curel / small face roller / Fino hair mask Vaseline
body cream / Hilloid cream / Moremo hair oil / dryer ReFa
carat / TSUBAKI hair treatment / Argital echinacea Cream
Panasonic Nano Steamer / Yarman Medilift ・・・
#Healthy
Q What is the “time you cherish” when it comes to beauty? <Multiple answers allowed>
<Interview with Generation Z>
Q What do you think of your "no makeup"?
・I don't hate without makeup, but it feels like a barometer of health.
・I'm worried about the blood color. There is no particular complex without makeup. It's neither good nor bad.
・When I see my face more often with zoom, I'm worried about my complexion and beard.
In addition to the main beauty time such as "skin care" and "makeup", list daily habits related to health such as "soaking in the bath", "eating healthy food", "exercising" and "good quality sleep". There are many people, and for Generation Z, it seems that the holistic awareness that “beauty = health” has taken root.
#Self-affirmation #Universal
Q: Do you think the makeup you are currently wearing suits your features and personality?
<Interview with Generation Z>
Q: Do you think your current makeup looks good on you?
・50:50 because I change my makeup every day and am exploring.
Not much today. Experiment daily. On days when I'm cool, my behavior will change, and I'll have confidence in myself, so I think people will say good things about me.
・I think there are makeups that should be done more like this. You may want a third party to point out the skeleton and self-color diagnosis. I don't care about people's eyes, so I can't get my hands on challenging colors. I just want to challenge myself to the extent that it will be accepted by those around me.
・I think I'm convinced because it's best to be satisfied with myself, but I want to explore more, so it's 50:50. I am happy to receive it.
Q What do you do when you want to try new colors or items?
- Only buy online. Cosmetics departments are difficult for men to enter, and I think they are made for women in the first place. There is also a sense of incongruity that the men's corner is divided. That's why I don't see any advantage in buying in-store. It's hard to try and makes me nervous.
・Search for colors on the Internet. Since the color is different depending on the skin, refer to the touch-up of people who are close to your skin color. Since he has a manly face, he also refers to Korean male idols.
Q: How do you feel about makeup and gender?
・At first, I thought nails were for women, but I had a friend who enjoyed doing nails, and I thought it was cool, so I gave it a try.
・It's so cool to see men doing their nails today!
I thought. Maybe he just didn't have the chance to wear makeup.
More than half of the respondents answered, "I don't know if makeup suits me." Only about 36% of the respondents answered that they looked good on their own, and about 2-5% of the respondents gave positive reasons such as being praised by others, such as "friends and lovers". There are still few people who enjoy choosing makeup that suits their features and personality.
What did you think.
Five marketing keywords related to “beauty” that should be explored in 2021 and
the real voices of Generation Z. I would appreciate it if you could use it for your business idea and brand creation.
<You can download the full version of this survey from here>
Would you like to participate in research and presentations that will have an impact on society and the business market
We are looking for joint research partners [limited to 5 companies] who have research requests in essential and novel themes and contexts in order to grasp the signs of changes in values and lifestyles. Survey design, implementation, consideration, and creation of survey results materials are all free ! After hearing your company's issues, we will lead the investigation while discussing it.
▽ Digging into business needs
targets (values, purchasing behavior, etc.) / scrutinizing products and brand values / market development / product development / corporate branding, etc.
▽ Selection method
After listening to the story at the online mtg, we will consider and select a partner company to conduct a free joint survey with our company and Generation Z.
↓ Click here for inquiries ↓
