What Do Gen Zs Want: Essential Preferences For GCC's Beauty Evolution

Gifting a Gen Z right in time for the festive season never got this easier. When it comes to skincare, this lot of consumers is discerning about their skincare choices, favoring brands that align with their values of authenticity, efficacy, and trendiness. According to a report, a whopping 83% of Gen Z consumers prefer brands that are transparent and credible, while 69% are drawn to those that keep up with trends and offer visually appealing content.

This preference extends to their liking for hybrid skincare products that combine the benefits of skincare with makeup attributes, such as tinted moisturizers and nourishing lip balms, showcasing their shift towards a more natural and healthy skin appearance.

A recent study by Chalhoub Group and Meta, titled "Gen Z's Skincare Evolution in GCC: Unfiltered", has shed light on the beauty and skincare preferences of Gen Z in the GCC, emphasizing their inclination toward skincare over makeup.

The report, which surveyed over 3,600 individuals from the UAE and KSA, reveals that Gen Z's expenditure on personal care is projected to increase by 1.5 times by 2030, with skincare being the primary motivator for their beauty purchases. This demographic, known for being digitally savvy, heavily relies on social media platforms like Instagram, TikTok, and YouTube throughout their skincare journey, making them a significant audience for beauty brands in the region.

Hybrid Products Gain Popularity

The demand for hybrid skincare products is on the rise among Gen Z, indicating a shift from makeup-heavy beauty standards to a more natural and healthy skin-first approach. Products like tinted moisturizers with SPF and lip balms with nourishing ingredients are particularly popular, as they meet Gen Z's needs for functionality, self-expression, and convenience. This shift towards hybrid products highlights the evolving beauty ideals among this demographic, prioritizing skin health and a natural look over traditional makeup.

Top Brands Capturing Gen Z's Attention

The "GCC Gen Z Hottest Brand Index" provided by Chalhoub Group ranks the top 10 brands that resonate most with this demographic in the first semester of 2024. These brands stand out due to their effective products, strong digital presence, peer endorsements, and vibrant packaging. The alignment of these brands with Gen Z’s values has cemented their position as preferred choices, underscoring the importance of authenticity and innovation in capturing the attention of young consumers in the GCC.

Social Media's Pivotal Role

Social media plays a pivotal role in the beauty journey of Gen Z consumers, with platforms like Instagram, TikTok, YouTube, and Snapchat being integral to their product discovery, research, and sharing of beauty tips and recommendations. Instagram, in particular, serves as a primary hub for brand research and engagement, with over 90% of female Gen Z consumers using the platform during their skincare journey. This digital engagement drives product discovery, fosters community, and influences purchasing decisions, highlighting the importance of a strong social media presence for brands looking to appeal to this demographic.

Anna Germanos, Group Director for Beauty, Luxury, Retail & E-commerce at Meta, emphasizes the impact of social media on Gen Z's skincare decisions, stating, "In the GCC, where Gen Z consumers are ultra-connected, our research with Chalhoub Group reaffirms the pivotal role social media plays in shaping beauty journeys from discovery to advocacy, with Instagram emerging as a dominant force influencing Gen Z skincare decisions."

The report has strategic recommendations for brands aiming to forge lasting connections with Gen Z consumers in the GCC. These include closing the knowledge gap through personalized educational content, tailoring communication to Gen Z's preferences, innovating with hybrid products, fueling curiosity to drive loyalty, and curating immersive omnichannel shopping experiences.