Selfie culture boosts cosmetics sales

At the beginning of April, the results of the bi-annual Generation Z survey conducted by investment firm Piper Jaffray among more than 6,000 teenagers in the United States were released. After the obsession with knowing everything about millennials, it seems that it is now the turn of all those born after the year 2000. Among all the data, Vans and Supreme are two of the brands that are growing in appreciation. Michael Kors is still the favourite for handbags, Amazon is the preferred shopping platform and Snapchat is the preferred social network ahead of Instagram. But one thing is striking: Generation Z girls are spending more on beauty than clothes. With an average investment of $368 per year, this figure represents an 18% increase year on year.

In a report by Fung Global Retail & Technology entitled: "In Depth: Generation Z and beauty - the symbiosis of social media", experts point to social media as the main culprit behind this surge in demand for beauty products. Several academic studies have found links between social media use and low self-esteem. A third of teenage girls in the US now feel bad when they compare themselves to others they see on their networks, according to a survey by the American Psychological Association. And brands such as Estée Lauder and L'Oreal have attributed the rise in foundation, mascara, and concealer consumption to the selfie culture.

At the same time, this new generation that also sees beauty as a space for "liberation and individuality", according to Beautycon Media's Fear Of Missing Out study, is pushing the beauty industry to respond in a much more detailed way to the diverse needs of its customers. And 61% of those who participated in this study identified with a niche group, so that minorities are in the majority: "Beauty is not just about products, or the way you look, it's a form of cultural expression". In this sense, brands such as Rihanna's Fenty Beauty, which was launched with more than forty different shades, or the revolutionary Glossier with its direct and fresh communication, are triumphing among customers of a generation that demands a much more diverse and personalised beauty.

By: Irving Perea