Beauty, rewritten | Designing personal care products for Gen Z and Alpha

The beauty industry is changing. This evolution is largely being driven by the arrival of its next generation of consumers: Gen Z and Gen Alpha. Digitally savvy, experience-oriented, and socially conscious - and that’s just the starting point for describing some of their shared characteristics. Ultimately, a new era of consumer behaviour has arrived.

Personal care brands need to understand exactly what’s behind this audience’s purchasing decisions to target them effectively. In this industry insight, Hera Beauty offers behind-the-scenes recommendations for product positioning strategies and marketing tactics to help unlock next-generation engagement and loyalty.

Who are Gen Z and Gen Alpha?

Let’s take a closer look at these audiences. Gen Z, who were born between 1997 and 2012, are the first true digital natives, having grown up with constant ‘on the go’ connectivity provided by smartphones and social media. They find and consume information in a whole new way from previous generations. And let’s not overlook Gen Alpha: born from 2013 onwards, they may be young, but they’re already making their mark with beauty purchases.

So, what characteristics do they share? Both Gen Z and Alphas were born into a digital world where technology has been integrated into every aspect of their lives. As the next generation of consumers, they’re already influencing beauty trends. It’s important to understand that they’re not just buying products, but creating social movements by prioritising authenticity, self-expression, and responsibility in the brands they choose.

Consumer behaviours shaping beauty purchases

●       Values first

These socially conspicuous consumers prioritise ethical practices above just about everything else. Feeling a strong responsibility to address damage caused by previous generations, they’re concerned about climate change and social justice. Gen Z and Alpha expect the brands they engage with to uphold these values too.

●       Personal expression

Beauty is no longer about merely wanting to fit in and conform to expectations. Instead, Gen Z and Alpha see it as a vital form of individuality and self-expression. So, forget the ‘one-size-fits-all’ approach to personal care products. This audience wants formulations that empower them to express who they uniquely are. They’re drawn to brands that champion diversity.

●       Body positivity

Aware of the dangers of comparing themselves to others on social media, Gen Z and Alpha are growing up with a focus on promoting mental well-being and self-care. They stand up for body positivity and will challenge unrealistic beauty standards. Social media movements like ‘filter versus reality’ show the desire for authenticity.

●       Community influence

Younger generations are no longer taking traditional advertising at face value. Instead, they are placing more emphasis on recommendations from friends and micro-influencers. It’s all about user-generated content (UGC). Beauty has become a social experience, where products are researched and experiences shared online.

●       Transparent information

Gen Z and Alpha love brands they can trust. They’re quick to see the difference between marketing ploys and genuine claims. They expect simple ingredient lists, science-backed evidence, and complete authenticity. Organisations must prove the quality of their products to charge high prices, rather than rely solely on the perception that high prices equal top-quality formulations.

Product positioning strategies

For beauty brands, this means products designed to appeal to Gen Z and Alpha consumers must demonstrate they’re purpose-driven and be transparent about claims. For example, this might be formulations that are certified vegan, cruelty-free, or reef-safe. Another way for brands to demonstrate a sense of social purpose is charitable alignment, with a percentage of proceeds supporting a particular cause. 

This generation of consumers likes to opt for personalised or customisable products - perhaps through skin-matching tools or modular systems. They want beauty tailored to them, so brands need to emphasise adaptability and personal expression, as well as addressing a particular skincare ‘need’.

As digital natives, Gen Alpha and Z are looking for hybrid shopping solutions. Beauty brands should look to deliver seamless experiences across platforms, thinking strategically and ‘social-first’. Think interactive experiences such as quizzes, augmented reality (AR), and AI recommendations. Shopping should be a fun experience!

Marketing tips for this audience segment

Here’s how to reach and resonate with Gen Z and Alpha audiences:

●       Authenticity is essential. Marketing campaigns should show real people and share genuine user reviews.

●       Avoid over-promising by acknowledging limitations, such as: ‘Skincare formulations suit different skin types - find your match today’.

●       Partner with micro-influencers and creators whose communities believe their recommendations and find them more genuine than traditional adverts.

●       Encourage user-generated content by featuring tagged social posts, sharing reviews, and using branded hashtags.

●       Gen Z and Alpha will tell you what they want, so take the time to listen to feedback and provide opportunities for customers to share their thoughts.

●       Use storytelling. Brands can create emotional connections with consumers through authentic narratives that resonate on a deeper level.

●       Gen Z and Alpha want brands that stand for more than profit. Demonstrate your sustainability credentials, ethical practices, and social impact initiatives.

●       Inclusivity is a requirement. Use models and spokespeople from diverse backgrounds and create products that cater to different skin, hair, and body types.

●       Gen Z and Alpha’s love of TikTok and Instagram has propelled these platforms to the forefront of digital marketing strategies for beauty brands. Use these to deliver visually compelling content and immersive experiences.

Next steps

The beauty brands that appeal to Gen Z and Alpha consumers design experiences, not just products. When planning your next product range, ensure it centres on authenticity and purpose to form connections with this target audience.

Get in touch with Hera Beauty, your private label beauty manufacturer, to see how we can help you stay ahead of the latest trends. We provide insights and industry expertise - helping your brand to grow and thrive.