Generation Z will make up 40% of consumers by 2020. Generation Z has seemly mastered living within two dimensions of digital and real life which cultivates an interesting approach on consumerism. For example, when it comes to beauty trends generation Z has re defined them by celebrating human diversity in all forms but yet still find the pressures of the digital interactions. We have seen the launch of many beauty brands and concepts from Bloomingdale’s Instagram beauty concept named Glowhaus, to self loving lipstick brand, Ainsel. In the past decade we’ve removed the connotation of beauty to cover and hide imperfections to where brands are communicating messages such as “it’s okay to be you”. A large portion of this contribution is due to the rise of influencer culture where in past generations we were communicated that if you didn’t look like the hottest celebrities currently in culture then you were not deemed to be as beautiful but with influencer culture it’s mores about showcasing diverse beauty that almost everyone can relate an influencer they see. Influencer culture has also shaped Gen Z’s relationship to beauty because of the accessibility of make up tutorials.
Culturally, Gen Z’s relationship to make up also makes sense as to why it’s growing to become bolder and bolder because Gen Z was born into a world of poverty, war and economic crisis. There’s a shared desire for a better world and for brands that actively contribute to that goal whether it be from their mission statements, the people that they endorse and projects they take on. For example, Lipslut aims to empower women by selling strong pink lipstick and giving 50% of their earnings to a women’s charity chosen by the consumer. Another example is Fenty Beauty by Rihanna where she was the first celebrity beauty brand that tapped into the minds of the audience that did not come across as self promoting when she released 40 shades of make up promoting the concept “beauty is for all”.
We also see glimpses of Gen Z’s beauty influence come into play within the TV show Euphoria where each teenage girl has a unique way of expressing their beauty. The show runner Sam Levinson specifically wanted makeup to play a major aesthetic role— to be “used in an emotionally evocative, expressive way, to help show the journey of the teens in the show.” Additionally, Gen Z is using make up to challenge makeup norms by redefining stereotypical gender roles and brining irony and playfulness into the picture.
Works Cited:
https://www.wgsn.com/assets/marketing/emails/2019/beauty/launch/Beauty_Whitepaper_Digital.pdf
https://www.insider.com/euphoria-hbo-best-makeup-looks-maddy-jules-rue-kat-2019-9#maddy-wears-black-and-silver-eye-makeup-at-the-winter-formal-27