LIFESTYLE COSMETICS 11


towards ecologically-conscious products, with research from the Pull Agency revealing that: “…the factor most likely to influence Generation Z shoppers to buy a particular product is its use of natural ingredients (58%), they are the age group most concerned to know if it is cruelty-free (51%) and if it uses recycled packaging (42%). Seven out of ten (71%) would prefer to always feel good than always look good.”1 The industry needs to continue to find


new sources of ingredients from by- products or recycled materials. So far, the greatest focus on recycled materials with personal care products has been on packaging, but there is much that can be done to increase the use of by-product (notably from food) for ingredients, which has always been a part of our industry. Examples include Cargill Beauty’s FiberDesign Sensation a new texturizer and emulsion stabilizer for cosmetics based on citrus peel fibers from the pectin production side stream. Products such as lip balms are also being marketed on the fact their ingredients are from fruit surplus. Fruu (UK) manufactures lip balms and is an example of a company who are clearly targeting individuals who care about every aspect of the products they buy and want to ensure they are ethically produced at every stage of the process. Their mission statement reads: “Our products are largely made of ingredients extracted and derived from more than 15 different types of nutrient bursting fruits. 100% bio- degradable. Most of the ingredients are produced as a by-product of processed fruit


May 2020


waste, which generates vital extra revenue for small fruit farmers.”2


Think differently…


One of the major difficulties of servicing this demographic is their unpredictability, so it would be a mistake to just assume that Generation Z and millennials can be won over with a watertight sustainability story, as they are not just focused on sustainability; their lives are problematic in other ways too. Their seemingly constant online presence with the increasing spread of surveillance cameras and facial recognition technology has developed levels of paranoia regarding protecting individual identity, and even using different makeup styles to confuse facial recognition software.2


This software uses algorithms that


need a certain structure of pixels in order to detect and log a face. Makeup can help break up that structure, much in the same way warship camouflage has been done in the past. Could this be a factor in future trends for color cosmetics and hair styling? In addition, despite their association with


digital existence, this does not mean that it is impossible to reach them in other ways. Claire Rance, head of brand strategy at The Pull Agency, comments: “Gen Z aren’t focused solely on digital channels. They don’t typically have the larger expenses that come later in life and therefore have more disposable income to spend on health and beauty – but they also enjoy the physical high street shopping experience. Retail-tainment is the real draw for this generation.” This again proves that second-guessing Generation Z is a risky choice, and it is easy


to overplay the attachment to digital devices and consequently underplay the fact that these are human beings who need physical interaction with others. That said, digital technology remains one


of the most important areas for innovation opportunities and Generation Z are the most likely demographics to take up new technology for this market. As the Pull Agency reveals: “Technology is changing how younger people shop for health and beauty products. According to the research, a third (32%) of Gen Z shoppers have used voice search for those products, more than any other group, and they mainly use it to search for brands and items they already know about. They’re also the most likely (again, 32%) to have used augmented reality (AR) apps for health and beauty products and the most likely (72%) to be interested in using AR or VR services in the future.”1


Ingredients for Millennials and Generation Z French perfume company, Sozio, spoke with Personal Care about how fragrances can be carefully selected to help create ‘clean beauty’ formulations, an important concept for both millennials and Generation Z. Sozio’s Julie Movessian said:


“Consumers are more educated and concerned than ever about the composition of market products. A need for more transparency is expected. Shoppers are looking for safer options for their family and themselves, as well as the environment. “In terms of fragrances, we have seen an


PERSONAL CARE NORTH AMERICA


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