Premium Beauty News - To what extent does the GenNext relationship with digital technologies impact the beauty industry?

Leïla Rochet-Podvin - As we have already highlighted, the reasons behind this beauty culture among the GenNext are education, first, since their mothers applied cream on their skins from a very early age, then their exposure to the media, which initiated them very early to the importance of beauty in our image-oriented society, their social bond, directly related to self-staging on social networks, and their information medium: they can access the Internet right in the hollow of their hands and get regularly informed of new launches or beauty looks. This “beauty addict” generation is constantly in search of the latest trends and good deals.

Two years after our first report, it seemed obvious to us that we needed to follow the evolution of this generation, given the boom of social media and how deeply it changed our relationship with beauty, trends, and the buying journey. That is why we called our report GenNext - Connected Beauty. And to better understand these new shopping dynamics, we completed our study with a survey conducted among 200 young girls living in the biggest French and American cities, as well as interviews of about twenty of them in the streets.

Premium Beauty News - What are the main implications for brands?

Leïla Rochet-Podvin - There are multiple implications for brands, so we have tackled this issue in detail. One of their essential drivers is to turn from a product brand to a lifestyle concept. For this generation, beauty is part of a real way of life, as can be seen with the study results. More than eight young girls out of ten in France and the USA like being complimented on their style, and beauty products play a significant role in asserting it. Beautification outmatches the notion of attractiveness to become a tool for assertiveness and empowerment, for stressing their own chosen personality shaped by beauty products. There is this new relationship of “intimacy” with brands, a complicity they like to share, since beauty is one of the main discussion topics on the web and social networks.

The disruption of levers of influence is another consequence. Clearly, “indie” brands (alternative and independent brands) boast a powerful personality with strong values and excel in the art of social conversation and their ability to gather their community together – a community that is proud to follow them. These new brands no longer build up on a notion of expertise through fashion (1960s), Makeup Artists, or doctors (late 1980s), they draw their legitimacy from their unrestrained, disruptive creativity and skilfulness in controlling social media dynamics. For example, the Milk Makeup brand, launched in early 2016 in the USA, celebrates freedom of expression. It is an ode to the notion of acceptance of everyone, whatever the appearance, complexion, and style. They advocate universality throughout the world. Their almost political, activist stance makes them not only a makeup brand, but a tool to express one’s own personality.

Premium Beauty News - What main transformations should they get ready for?

Leïla Rochet-Podvin - First, boundaries are falling into pieces. Whether they be boundaries between segments or distribution channels, competitiveness is getting global, as products are increasingly available on the Internet. Consumers are freeing themselves from the notions of space and standard boundaries that had made up our industry.

This phenomenon makes it necessary for brands to get more fluid, fast, and flexible, and question their customs. They need to show both bold and creative.

Then, brands willing to target this generation should be able to create a bond with their customers and devise “relational” beauty products that will generate conversations, intimacy, exchange, and sharing. But beware, this target consists of connoisseurs, so products should be flawless and offer a real added value.

On the other hand, there is a transformation in the shopping experience and in the new dynamics of influence when it comes to buying a cosmetic product. To a Beauty Native, purchasing a beauty product involves a lot and results from a real investigative work: peers’ or influencers’ opinions are essential in this. The study conducted by Poshly [1] in the USA had revealed that only 7% of Millennials consumers trusted shop assistants’ recommendations. So, there is a legitimacy to regain at the point of sale, and it is crucial for brands and distributors alike to make sure they are attractive to this target.

For more information on the GenNext - Connected Beauty study, contact Leila Rochet-Podvin: contact@inspiration-creation.com - Tel: 01 47 64 75 08 - www.inspiration-creation.com