Findings
Influence of Social Media:
71% of Gen Z (ages 18-26) buy skincare based on influencer recommendations.
96% report social media impacts their self-confidence and mental wellbeing, with 66% saying it significantly affects them.
Rising Use of Sunbeds:
60% of Gen Z use sunbeds, with 25% using them frequently.
Social media trends and celebrity endorsements normalize tanning without sufficient awareness of UV exposure risks.
Positive Trends:
65% frequently use sunscreen, prioritizing skin health.
85% consider environmental impact in skincare, with 33% ranking sustainability as their top concern.
Preventative Botox and Aesthetics:
59% of Gen Z express interest in injectables, reflecting a focus on aging prevention.
Lifestyle Habits:
66% of respondents smoke, vape, or drink alcohol despite knowing the negative effects on skin health.
Key Takeaway
Gen Z's skincare choices are heavily influenced by social media and influencer culture, but they also show an increasing focus on sustainability and preventative care.
Trend
Social Media-Driven Skincare Decisions: Social media is the dominant force shaping skincare preferences and practices among Gen Z.
Consumer Motivation
Self-Image: A desire to achieve idealized beauty standards portrayed on social media.
Health Awareness: Growing interest in preventative skincare and anti-aging measures.
Sustainability: Preference for eco-friendly products that align with their values.
What is Driving the Trend
Influencer and Celebrity Endorsements: Skincare recommendations from trusted figures.
Social Media Exposure: Platforms like TikTok and Instagram highlight trends and normalize practices like sunbed use.
Cultural Shifts: Increased focus on environmental sustainability and preventative care.
Who Are the People Referenced?
Gen Z Consumers: Ages 18-26, highly engaged with social media and responsive to influencer recommendations.
Skincare Brands: Leveraging social media to target Gen Z with influencer partnerships and sustainable products.
Description of Consumers
Products Referenced: Sunscreens, skincare influenced by sustainability, and preventative Botox.
Age: Primarily Gen Z (18-26).
Conclusions
Gen Z's skincare habits reflect a dual focus on appearance and sustainability, with social media playing a critical role in shaping purchasing decisions and behaviors.
Implications
For Brands
Leverage Social Media: Partner with influencers to drive product visibility and align with Gen Z values.
Sustainability Focus: Highlight eco-friendly practices to appeal to this environmentally conscious demographic.
Educate on Risks: Provide educational content about UV exposure and the effects of lifestyle habits on skin health.
For Society
Positive Impact: Increased use of sunscreen and focus on sustainable products.
Negative Impact: Rising use of sunbeds and the pressure to conform to idealized beauty standards, affecting mental health.
For Consumers
Awareness of the risks associated with social media-influenced habits (e.g., tanning).
Greater access to products that align with their sustainability values and preventative care goals.
Implications for the Future
Skincare brands must continue to innovate and educate to balance sustainability, social media trends, and health-conscious choices.
Consumer Trend
Influencer-Led Skincare: Gen Z relies heavily on social media influencers for product recommendations.
Consumer Sub-Trend
Sustainable Beauty: Focus on eco-friendly, minimal-impact skincare products.
Big Social Trend
Social Media-Driven Self-Care: Platforms dictate trends in beauty, health, and wellness.
Local Trend
Rising use of sunbeds in regions where awareness of UV risks is low.
Worldwide Social Trend
Global shift toward sustainability in beauty and social media-influenced consumerism.
Name of Big Trend
Social Media Skincare Culture
Name of Big Social Trend
Sustainable and Influencer-Driven Beauty
Social Drive
Pressure to conform to beauty standards portrayed online.
Desire for authenticity in brands and alignment with personal values.
Learnings for Companies in 2025
Influencer Partnerships: Collaborate with authentic influencers to connect with Gen Z.
Sustainability Commitment: Make eco-friendliness a core part of product messaging.
Consumer Education: Use platforms to inform about healthy skin habits and risks.
Strategy Recommendations for 2025
Targeted Social Campaigns: Focus on platforms like TikTok and Instagram to reach Gen Z.
Transparent Sustainability: Showcase eco-friendly ingredients and packaging.
Preventative Messaging: Highlight anti-aging and skin protection benefits.
Authenticity and Diversity: Partner with diverse influencers who resonate with Gen Z's values.
Final Sentence (Key Concept)
Gen Z’s skincare choices are driven by social media influence, sustainability, and preventative care, creating opportunities for brands to align with their values and educate on healthy habits.
What Brands Should Do in 2025
Action: Emphasize authenticity, sustainability, and education.
How to Do It:
Collaborate with influencers who embody your brand values.
Develop eco-friendly product lines with visible environmental benefits.
Use engaging content to promote skincare education and preventative care.
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