As beauty brands face digital transformation, a new generation has taken over as the primary consumer. The beginning of 2022 will see a focus on Generation Z, which has grown up with digital and is sensitive to social and environmental issues. This consumer group is now making purchasing decisions that influence product launches and brand positioning.
The Market Insights team at beauty packaging manufacturer and distributor Quadpack analyzed the growing trends that will affect the beauty industry in 2022. They encapsulate the mindset of a principled, yet playful generation.
Post Covid Awakening
Fun and playfulness are the new keywords for makeup. Young consumers are looking for a playful routine and products that stimulate their creativity. Limited editions and collaborations feature bright colors, glitter and textures that invite consumers to have fun.
Ethics above all
Consumers are less willing to give up their beliefs for an attractive product or brand. The beauty industry needs to be truly committed to social and environmental causes, and show transparency throughout the process. Increasingly educated and informed, this generation can recognize greenwashing at a glance.
Nature meets technology
Reflecting the evolution of the "natural beauty" trend, consumers are more adept at laboratory-developed formulas that help protect the environment. From ingredients that replace animal-based materials to mineral sunscreens that don't harm coral reefs, technology for good is increasingly popular.
Radical inclusion
The era of "camouflaging" imperfections is about to disappear - at least for now! Freckles, pimples, wrinkles, creases are personal traits that can be enhanced by makeup. Brands need to be inclusive and provide diversified solutions to not risk being boycotted.
Health in focus
Products that beautify and "smell good" are desirable, but they are no longer enough to win hearts. In addition to their beauty and health effects, cosmetic products must contribute to well-being and have a holistic approach, treating the body and mind.
Make-up for the digital world
Generation Z has embraced TikTok and digital life is more important than ever. While some brands are launching filters and apps to test products, others are focusing their efforts on solutions that help consumers enhance their virtual image.
