To gain current intel on Gen Z beauty preferences, The Robin Report solicited the help of Reston, Virginia-based The Benchmarking Company. Tapping into its organically grown base of 300k+ vetted beauty and personal care buyers (which it cutely dubs thePinkPanel), it disseminated a comprehensive beauty-preferences survey for all produce categories in June to 453 Gen Z panelists.
Before I topline some of the truly fascinating findings yielded by this survey, let me start with some quick stats about the group of young respondents. Note: As with any survey, some Qs go unanswered. Thus, these stats may not comprise a full 100 percent in every category.
Of course, in terms of annual household income, since Gen Z spans ages 12 to 27, a decent chunk of these respondents are students and/or still living at home. More than a few moms and dads are supporting their kids’ beauty-loving lifestyles.
Where They’re Shopping
You guessed it: Amazon, Amazon and more Amazon. In fact, 74 percent of total respondents shop there. Still, the digital behemoth is hardly their only source for scooping up skincare, hair care, makeup, and fragrance. And superstores, including Target and Walmart, are basically getting the same as Amazon, at 75 percent.
Since 66 percent of this group responded positively to the statement “I shop in a variety of places, depends on what I’m looking for,” they’re literally all over the place, from Ulta (65 percent), Sephora (62 percent) and drugstores (51 percent), to a brand’s own website (42 percent), and grocery stores (19 percent). Clocking in at much lower percentages are luxury department stores (15 percent), legacy department stores (13 percent) and salons and spas (13 percent).
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