Packaging Your Future

Generation Z – anyone born between 1995 and 2015 – comprise 30% of the global population, nudging ahead of millennials to become the largest age group. 

With huge spending power, Gen Z consumers have been named the biggest cohort of beauty spenders with female Gen Zers now spending $368 annually on beauty, up 18% year on year according to a recent report by WGSN. They are likely to become the most pivotal generation for beauty retail, so it’s imperative that personal care industry professionals – from suppliers to marketers – understand their needs and start building strong relationships now.

Now, Gen Z is redefining showering and bathing, what factors are attracting these new consumers, and what should you know about this?

First of all, you must to know that, Gen Z's skincare behaviors are a mosaic of innovation, personalization, and a holistic view of health and beauty.

 “Gen Z is obsessed with detail and they love multi-step routines,” says Seen Group’s Scott. “For millennials, beauty trends can be more fleeting. For Gen Z, trends like showertok take root and snowball over a couple of years, morphing into other trends like the everything shower.” As always, brands need to tread carefully around user-created trends. Too much involvement can create saturation, making it more challenging for brands to cut through the noise, which is why it’s important to also monitor beauty micro-trends like ‘strawberry girl summer’.

Gen Z seems to be seriously committed to skin care. There is nothing on this earth better than sliding into clean sheets with freshly shaved legs, a recently completed skincare routine, washed hair and your entire body moisturised. Nothing. Besides, for both skin care and cosmetics, TikTok is the most popular platform for Gen Z consumers looking for recommendations, followed by YouTube and Instagram.  According to the report, the global Bath and Shower Products market size was valued at USD 59.15 Billion in 2023 and is expected to expand at a CAGR of 5.8% during the forecast period, reaching USD 74,26 Billion by 2027.

Spending more time on social media than their counterparts, Gen Zers are also more likely to follow their favourite brands and use social media and video platforms when making purchasing decisions than any other age cohort in Asia. But to reach this rising generation, beauty brands need to truly understand the desires and defining features of a Gen Z consumer.

Here are some tips:

→ Sikinification goes to the bath.

Move over, basic soaps! Bath and shower brands are getting a makeover. Cosmetic grade ingredients come into play so forget just cleaning – they're packing products with high-end ingredients and spa-like experiences. This "skinification" trend isn't just about fancier suds, it's transforming shower routines, especially in premium skincare.

→ User experience its a must.

Showering is a beauty ritual now! Gen Z and wellness enthusiasts are driving the "skinification" of bath and shower routines. Exfoliants, creams, toners – the bathroom shelf is a mini-spa, offering a high-value, at home, experience beyond just getting clean. This opens the door for brands to create unique, premium bath and shower products that stand out in a crowded market.

→ Scented well-being.

Wellness isn't just surviving, it's thriving! It's about daily habits for a healthy body and mind. Understanding the significance of wellness requires acknowledging its link to health. Fragrance plays a part too, they are deeply rooted in our bairn and directly connected to senses! Bath and shower products are all about captivating scents, letting consumers experiment and extend the feel-good vibes of their favorite fragrances

→ From a packaging point of view.

Market demands for reduced packaging, minimizing your impact can be achieved by using fewer materials—opting for smaller boxes, bags, and containers. This not only promotes sustainability but can also reduce your shipping and production costs. Also consider using refillable alternatives. Last, to be disruptive in the selection of packaging, cross-using them from other categories, could be a great visibility strategy.

As a conclusion,
Forget generic! Gen Z wants high-performing, sustainable products that deliver an experience. Here are some cutting-edge bath and shower products for you to spark your creativity. And help you to build your next venture!

Post time: 2024-06-07 10:14:05
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