Beauty: What Does Gen Z Want in France? American Beauty Brands
- InsightTrendsWorld
- Apr 3
- 9 min read
Why is this topic trending?
Shifting Beauty Preferences: The article highlights a potential shift in beauty preferences among Gen Z in France, where American brands are gaining relevance over established French competitors, which is noteworthy given France's strong history in the beauty industry.
Gen Z Influence: Understanding the preferences of Generation Z is crucial for businesses as they represent a significant and growing consumer demographic.
Globalization of Beauty Trends: The article touches upon the globalization of beauty trends and how brands from different countries can resonate with young consumers across borders.
Overview: The article explores the growing popularity of certain young American beauty brands, such as Glossier, Rhode, and Fenty Beauty, among Generation Z in France (locally called Génération Zède). Despite France being home to iconic legacy beauty brands like L’Oréal, Lancôme, and Chanel, these American brands are resonating with French teens and young adults due to their "cooler" image, focus on natural beauty enhancement, representation of diverse identities, and alignment with trends like self-development and individuality.
Key reasons why some French Gen Z consumers prefer American beauty brands over French ones:
"Cooler" Image: American brands like Glossier are perceived as having a more contemporary and trendy image compared to the more traditional or "classical" image of legacy French brands.
Inclusivity and Representation: American brands like Fenty Beauty and Glossier are recognized for their efforts in representing and engaging with diverse consumer identities, which is highly valued by French Gen Z, especially those from minority backgrounds.
Alignment with Values of Individuality and Self-Development: The American emphasis on self-development and embracing one's unique identity resonates with French Gen Z, who see brands like Glossier embodying these values.
Celebrity Influence: Brands founded or heavily influenced by popular American celebrities like Rihanna (Fenty Beauty) and Hailey Bieber (Rhode) have a strong global appeal and capture the attention of young consumers in France.
Modern Brand Messaging and Values: These American brands often utilize modern marketing techniques and focus on values like natural beauty enhancement and self-expression in ways that resonate with the younger generation.
Perceived Authenticity and Novelty: Some French Gen Z consumers might perceive these newer American brands as being more authentic and offering a sense of novelty compared to the well-established French brands.
Detailed Findings:
American brand Glossier has made significant inroads with Gen Z in France since it started shipping there in 2018.
A recent Glossier pop-up shop in Paris for its new fragrance, Fleur, attracted a large crowd of Gen Z consumers.
French Gen Z consumers perceive Glossier as having a "cooler" image compared to traditional French brands, which are seen as more "classical."
Other young American beauty brands like Rhode (founded by Hailey Bieber) and Fenty Beauty (founded by Rihanna) are also popular among this demographic in France.
French Gen Z consumers appreciate brands that reflect their identities, citing Fenty Beauty and Glossier's engagement with Black consumers as a significant factor.
The American "self-development" trend, which encourages embracing individuality and striving to be the best version of oneself, resonates with French Gen Z and is seen as embodied by brands like Glossier.
Glossier's brand name itself has a connection to French culture, being a portmanteau inspired by the French word "dossier" and the website "Into the Gloss."
While Glossier is popular with Gen Z, its reach extends to other generations as well, with mothers and daughters shopping together.
Key Takeaway: Gen Z in France is increasingly drawn to certain American beauty brands that offer a "cooler" image, prioritize inclusivity and representation, and align with values of individuality and self-development, sometimes overshadowing traditional French beauty giants in terms of appeal.
Main Trend: The Appeal of American Beauty Brands to French Gen Z
Description of the trend (please name it): Transatlantic Beauty Shift. This trend describes the increasing favor shown by French Generation Z towards specific young American beauty brands over established legacy French brands, indicating a change in beauty preferences driven by factors beyond national origin.
What is consumer motivation?
Seeking a "Cooler" Image: Gen Z in France perceives American brands like Glossier as more contemporary and aligned with their aesthetic sensibilities compared to the more traditional image of older French brands.
Desire for Inclusivity and Representation: French Gen Z consumers, particularly those from diverse backgrounds, are motivated by brands that actively engage with and represent a wide range of identities, as exemplified by Fenty Beauty and Glossier.
Alignment with Self-Development Values: The American emphasis on self-development and embracing individuality resonates with French Gen Z, who see brands like Glossier embodying these values.
Curiosity and Novelty: The novelty of international brands, particularly those with a strong social media presence and celebrity backing (like Rhode and Fenty), can be appealing to young consumers seeking new and exciting products.
What is driving trend?
Globalization and Social Media: The widespread reach of social media platforms allows Gen Z consumers in France to be exposed to and influenced by global beauty trends and brands, regardless of their origin.
Celebrity Influence: Brands founded or endorsed by popular American celebrities like Rihanna and Hailey Bieber have a significant pull among young consumers worldwide, including in France.
Brand Messaging and Values: The marketing and values promoted by these American brands, such as natural beauty enhancement, inclusivity, and self-expression, resonate strongly with Gen Z.
Perceived Authenticity and Modernity: Some young consumers may perceive these newer American brands as more authentic and modern compared to the established, sometimes perceived as more traditional, French beauty houses.
What is motivation beyond the trend?
Personal Identity Expression: Beyond just following trends, Gen Z seeks products that help them express their individual identities and values.
Belonging to a Global Community: Choosing internationally popular brands can foster a sense of connection to a global community of like-minded individuals.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article specifically focuses on:
Age: Members of Generation Z (born between 1997 and 2012), including teenagers (like the 15 and 17-year-old students mentioned) and young adults in their early twenties (like the 20 and 22-year-old students).
Gender: Predominantly female consumers are mentioned in the article as attendees of the pop-up and fans of the brands.
Income: As these are generally young students, their disposable income might vary, but the popularity of brands like Glossier suggests they are willing to spend on beauty products that align with their values and image.
Lifestyle: These are likely digitally connected individuals who are aware of global beauty trends through social media. They value inclusivity, authenticity, and brands that resonate with their personal identities and aspirations for self-development. They are also open to trying new products and brands, even those from outside their home country.
Conclusions: The article suggests a notable shift in beauty preferences among French Gen Z, with American brands gaining traction due to their image, values, and alignment with contemporary consumer expectations. This presents both a challenge and an opportunity for legacy French beauty brands to adapt and connect with this younger demographic.
Implications for brands:
American Beauty Brands: Should continue to leverage their strengths in digital marketing, influencer collaborations, and focus on inclusivity and self-expression to maintain and grow their appeal among international Gen Z audiences, including in France.
French Legacy Beauty Brands: Need to understand the factors driving Gen Z's preference for American brands. This may involve re-evaluating their brand image, marketing strategies, and approaches to inclusivity and representation to better connect with younger consumers. Collaborating with younger influencers and embracing digital platforms more effectively could be beneficial.
All Beauty Brands: Should pay close attention to the values and priorities of Gen Z consumers, such as authenticity, inclusivity, and environmental responsibility, as these factors increasingly influence purchasing decisions.
Implication for society:
The trend highlights the increasing globalization of cultural preferences and the power of brand image and values in transcending national borders.
It also underscores the importance of representation and inclusivity in marketing and product development for resonating with diverse consumer groups.
Implications for consumers:
French Gen Z consumers have a wider range of beauty options to choose from, with brands that better align with their values and aesthetic preferences becoming more accessible.
This trend may encourage greater diversity and innovation within the beauty industry as brands compete for the attention and loyalty of this influential demographic.
Implication for Future: We may see a continued blurring of national lines in beauty preferences among younger generations, with brands that successfully connect with consumers on values and image, rather than solely relying on national heritage, gaining prominence.
Consumer Trend (name, detailed description): Globalized Identity-Driven Beauty Consumption. Young consumers globally are increasingly making beauty choices based on brands that align with their personal identities, values (such as inclusivity and sustainability), and preferred image, with less emphasis on geographical origin or traditional brand loyalty.
Consumer Sub Trend (name, detailed description): The Appeal of "Cool" and Contemporary Image: For Gen Z, a brand's perceived "coolness," often conveyed through social media presence, influencer endorsements, and modern aesthetics, plays a significant role in their purchasing decisions, sometimes outweighing brand heritage or legacy.
Big Social Trend (name, detailed description): The Rise of Gen Z as a Globally Connected and Influential Consumer Group: Generation Z's preferences are shaping various industries worldwide, and their values, including inclusivity, authenticity, and digital engagement, are key drivers of their consumption patterns.
Worldwide Social Trend (name, detailed description): Erosion of National Boundaries in Cultural Preferences: Globalization and the internet are leading to a greater interconnectedness of cultures, where preferences for fashion, beauty, and other consumer goods are increasingly influenced by global trends and values rather than purely local or national ones.
Social Drive (name, detailed description): The Quest for Authenticity and Representation in Consumption: Today's consumers, especially younger generations, are driven by a desire to support brands that they perceive as authentic and that genuinely represent their diverse identities and experiences.
Learnings for brands to use in 2025 (bullets, detailed description):
Prioritize Inclusivity and Representation: Actively work to represent diverse identities in marketing and product development to resonate with Gen Z consumers globally.
Cultivate a Strong and Authentic Online Presence: Engage with consumers on social media platforms in a genuine and relatable way, focusing on building community and connection.
Understand Global Cultural Nuances: While global trends exist, brands should also be aware of and sensitive to local cultural nuances and adapt their messaging accordingly.
Collaborate with Diverse and Relevant Influencers: Partner with influencers who resonate with Gen Z's values and can authentically represent the brand to their audiences.
Focus on Brand Values Beyond Product Quality: Clearly communicate the brand's values, such as sustainability, ethical practices, and commitment to social causes, as these are increasingly important to young consumers.
Strategy Recommendations for brands to follow in 2025 (bullets, detailed description):
Conduct Cross-Cultural Consumer Research: Invest in understanding the specific preferences and values of Gen Z consumers in different regions, including France.
Develop Targeted Digital Marketing Campaigns: Utilize social media and other digital channels to reach Gen Z audiences in France with tailored content and messaging.
Consider Local Collaborations and Partnerships: Partner with French influencers, content creators, or even retailers to build local relevance and trust.
Adapt Product Offerings Where Necessary: While maintaining core brand identity, consider if any adaptations to product formulations, packaging, or shade ranges are needed to better suit the preferences of the French market.
Actively Engage with Consumer Feedback: Monitor social media and other channels for feedback from French Gen Z consumers and use these insights to inform product development and marketing strategies.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): The increasing preference of French Gen Z for certain American beauty brands highlights a shift towards globalized, identity-driven beauty consumption, where "cool" image, inclusivity, and alignment with personal values are prioritized over traditional national brand loyalties.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, beauty brands should prioritize understanding and connecting with Gen Z consumers on a global scale, focusing on values like inclusivity, authenticity, and self-expression.This can be achieved by building a strong and engaging online presence, collaborating with diverse influencers, and adapting marketing strategies to resonate with the cultural nuances of different regions, such as France. French legacy brands, in particular, should focus on modernizing their image and demonstrating a commitment to the values that are important to this younger demographic to regain relevance and appeal.
Final Note:
Core Trend:
Name: Global Gen Z Beauty Preferences
Detailed Description: Generation Z's beauty preferences are increasingly shaped by global trends, brand values, and digital influence, leading to a more international and less nationally bound approach to choosing beauty products.
Core Strategy:
Name: Digital-First, Value-Driven Global Marketing
Detailed Description: Beauty brands need to adopt a marketing strategy that prioritizes digital engagement, emphasizes brand values such as inclusivity and sustainability, and is adaptable to the preferences of a global Gen Z audience.
Core Industry Trend:
Name: Democratization of Beauty Influence
Detailed Description: The power of influence in the beauty industry is becoming more democratized, with social media and individual influencers playing an increasingly significant role alongside traditional media and established brands.
Core Consumer Motivation:
Name: Identity Alignment and Self-Expression Through Beauty
Detailed Description: Gen Z consumers are primarily motivated to choose beauty brands that align with their personal identities, values, and desire for authentic self-expression.
Final Conclusion: The growing popularity of American beauty brands among Gen Z in France signals a significant shift in the global beauty landscape, emphasizing the importance of brand image, values, and digital presence in capturing the attention and loyalty of this influential generation.
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