What cosmetics do post-millennials choose?

Millennials and post-millennials cannot imagine their lives without the Internet. This is neither bad nor good. They feel uncomfortable if there is no opportunity to go on the air here and now, to order pizza online or a new TV with home delivery, to be the first to know the news that federal channels do not yet talk about. And at the same time, they can easily do without things familiar to their parents.

Some time ago, mashable.com published a list of 70 things that people of generation Y and Z are ready to cut out of their lives forever. Somewhere in the middle, in addition to alcohol, sports schools, vacations, motorcycles, stiletto sandals and sex, there are cosmetics with an anti-aging effect.

The first thing that comes to mind is that young people born at the turn of the century and later are not interested in the problem of aging or they are definitely not going to grow up. But it’s not. It is no coincidence that the beauty industry, having carefully studied the preferences of young people, began to develop and produce products that meet their taste. And new items are in demand. So what do generation Y and Z need?

Generation Y

If you were born after 1981, then you can safely classify yourself as a millennial or generation Y. A distinctive feature of such people is:

• desire for freedom;
• constancy in the family and at work;
• desire to receive information from alternative sources;
• active use of social networks;
• mobility;
• willingness to defend their point of view even with the highest authorities;
• desire for learning.

Generation Z

Young people born after 1998 are part of the generation following the millennials, the post-millennials or Generation Z. They are distinguished by:

• ease of any movement;
• inextricable and constant connection with gadgets and digital media operating on a Wi-Fi network, without which they panic or plunge into depression;
• the desire to succeed in any chosen activity thanks to the knowledge gained – postmillennials put a lot of effort into learning and are terribly proud of it;
• special attention to health and proper food;
• love for multifunctional tools that save time.

Beauty choice

The reality is that millennials and post-millennials spend the lion’s share of their time on the World Wide Web. It is strange for them to spend time going to the store to buy a jar of cream or facial cleanser. To do this, there is online shopping – everything is convenient and practical here. In general, the younger generation perceives the world relying on their eyes – visualization comes first for them. That is why cosmetics should meet non-standard tastes, and manufacturers should try to make sure that the product is noticed and purchased. So what are they betting on?

Bright packaging

One of the important requirements that the Internet generation places on cosmetics is bright packaging. The tool must be noticeable among the rest, otherwise it will not be bought. Ordinary dark vials with laconic labels are left for mom or grandmother, and for themselves something unusual, for example, a beauty product in the form of lollipops. By the way, Asian cosmetics, especially from Korea, are distinguished by the most creative design.

Photogenic

Generation Z literally never let go of their smartphone. The phone camera captures every step of the post-millennial. And cosmetics are no exception. And if she liked it! That is why the tool must be not only effective, but also photogenic in order to look good on a Facebook or Instagram page.

Environmentally friendly and organic

The generation born at the turn of the century takes a very responsible approach to everything related to a healthy lifestyle and care for the environment. They may exercise less, but they are very good at what they eat and drink. They have learned to read the packaging of any product and in no case will they buy anything that can potentially harm the body. That is why organic cosmetics or cosmetics without preservatives and parabens are at the forefront. They also keep a close eye on:

• environmental friendliness of packaging, giving preference to biodegradable materials;
• natural ingredients;
• marked “not tested on animals”

Multitasking

In order to understand this point, it is worth imagining the life of generation Z. They are not accustomed to waiting. The most important task is to get everything at once, preferably right now. That is why 3-in-1, 5-in-1 products are popular with them. CC- and BB-creams, transparent cushions, night masks – all this meets the most popular requests and, most importantly, saves time for self-care, as well as space on the shelf in the bathroom and cosmetic bag.

Affordable price

This point is connected, rather, with the age of postmillennials. The oldest of them is now no more than 20 years old. It is hard to imagine that at this age someone from the advanced generation Z will agree to spend money on the most expensive cream that will save you from wrinkles or a dull complexion. So far, young people are not at all familiar with these problems. That is why the choice almost always falls on inexpensive, but well-proven cosmetics. And innovations in this sense are preferred.