Brands should focus their communications on beauty routines, a growing trend in social media.
According to Mintel, about 33% of Gen Z in India, aged 18-27, prioritize lifestyle changes such as a healthy diet and better sleep over skin care products to address skin concerns.
Factors such as pollution (48%), poor sleep (46%) and stress (46%) are the main influences on their appearance, while 26% also consider hormones to be a significant influence on their skin health.
Among those who experience skin problems, acne is the most common concern, affecting 61% of Gen Z respondents. Other common problems include dark circles and eye bags (31%), chapped or cracked skin spots (31%) and blackheads (24%).
Acne tops the list of Gen Z skin problems (61 percent), followed by dark circles and eye bags (31 percent), chapped or cracked skin spots (31 percent), and blackheads (24 percent). ) are located. However, 23% struggle to choose the right skin care products and limit their use.
While morning beauty routines are a staple of Gen Z, with 79% devoting at least 15 minutes to beauty and grooming activities, there is also a significant trend towards evening and nighttime rituals.
According to a Mintel study, 24% of Gen Z devote more than 15 minutes to nightly routines, and 25% do so for nightly rituals.
Twinkle Behl, beauty and personal care analyst, Mintel Reports India, says, “It is important for brands to focus their communications on beauty maintenance routines, a trend that has gained popularity on social media.”
“These routines span the spectrum of habits, from daily recommendations to monthly recommendations, reflecting consumers’ broad approach to holistic beauty. He added that the strategy could resonate with Gen Z, who are looking for more than basic skincare.
For Gen Z women, maintaining their appearance is a priority, with 76% agreeing that it is essential. However, despite this emphasis, the actual use of makeup among this group is limited. Only 33% of them wear makeup once a week, while 21% wear it daily. Additionally, 29 percent believe that beauty products should reflect their personal style.
“This presents a significant opportunity for color cosmetics brands to create products that allow Gen Z women to experiment with different colors and styles, increasing the use of makeup and empowering them,” Behl said. It allows them to express their unique identity.”
Meanwhile, acne remains a prominent concern among Gen Z men, with more than half (55%) reporting problems in the past year. However, 26% admitted to using skin care products sporadically rather than maintaining a consistent routine. Although anti-acne claims are becoming more common in men’s skin care products, they still lag behind other claims such as moisturizing (43%) and brightening (30%).
Behl identified an opportunity for brands to provide convenient, affordable, and easy-to-use anti-acne solutions for Gen Z men, emphasizing the importance of skin care routines.
“Brands can use this behavior to direct acne care communications toward evening and nighttime routines for Gen Z men,” he said.