48 SKIN CARE
Catering to the skin of Generation Z
n Harald van der Hoeven, Heiko Prade – CLR Berlin, Germany
Gen Z’ers range roughly between early puberty and 25 years of age, born between 1995 and 2007. They are an interesting and important demographic group, because they behave rather differently from older generations. They are described as “activists” with strong opinions and high demands. They are extremely engaged with the environment, for instance. They experience high rates of anxiety and depression, seemingly higher than other generations. A potentially important reason for this is that the cultural stigma that may have kept earlier generations from openly discussing and seeking help for mental health challenges appears to be much less of an issue for Generation Z. Gen Z’ers are much more willing to talk openly about their problems.
Gen Z’ers have a dominant presence on
the internet and, through that, have a large influence on daily life of all people. Unlike older generations, they have literally grown up with the internet and with smart phones. They are the ‘iGeneration’, they are the true ‘digital natives’. Social media is their ‘sphere’ and the “Fear of Missing Out” a behavioural driver. An essential add-on to the above is that Gen Z’ers worry about their appearance and feel constantly judged, in part because their lives are broadly shared online. The way they look, their image is extremely important to them. Skin care products intended for use by
Generation Z consumers need to fit all their demands. Interestingly, although from the above it might be concluded that Gen Z’ers
might be rather superficial, they are actually far from that. They are heavily engaged with everything they do, this includes their ‘activism’ and their worries about things like the environment, politics and ‘big industry’. They have high demands and this includes their use of, for instance, skin care products. They want these products to fit their lifestyle and beliefs. Their scepticism toward ‘big industry’ is probably an important reason for why we see a large boom of ‘indie brands’ in the cosmetic market, small and independent brands with a strong message and which are able to communicate with Gen Z’ers in a way they appreciate. They are interested in safety and naturalness of their skin care products. They are extremely communicative about
Figure 1: Increased sebum production is beneficial for virulent phylotypes of C. acnes.
Figure 2: Virulent C. acnes phylotypes form a biofilm which clogs pores.
Figure 3: Initiation of a vicious circle leading to acnes lesions. PERSONAL CARE EUROPE
Figure 4: The development of acnes lesions. June 2020
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
