The world of skincare has long evolved from the basic CTM routine. The lockdown allowed consumers to explore diverse regimes and experiment their way to understanding what works best for them. And then came the glass-look, K-beauty wave in India and the industry hasn’t been the same since. Also, it was not too long ago when consumers went all over to get their hands on the elaborative 10-step regimes. Moving to mid-2022, the skincare industry is witnessing an increased demand for targeted, effective skincare from its new-age Gen Z consumers. These new-age consumers have learned early on the essence of the
stripped-off approach that offers long-term benefits. This new approach encourages consumers to take a step back from putting up multiple activities and products that often cause irritation and sensitized skin. Instead, opt for more specific, targeted products that are, however, kinder to the skin.
Gen Z’s obsession with smart and effective skincare
The new-age consumers are driven by long-term results. Their quest to find the right product for solving their skincare concerns without the need for layering has led to the growing demand for both multi-use and targeted products. Multi-use products, for example, a moisturizer with SPF 50 can double up as a sunscreen or a serum foundation that can work as a solid base for your makeup while providing necessary hydration to the skin. These variable products do not just save consumers some extra money but also help them maintain a simplified skincare routine. The simplified or minimalist routine as we say has numerous other benefits as well. First and foremost, it is ideal, keeping in mind the changing
seasons in the country. Secondly, it helps reduce the carbon footprint thus, helping reduce environmental damage.
Gen Z’s quest for effective and smart skincare has further led to the rise of the inside-out approach, wherein the users focus not only on what is being put up on their skin but also on what goes inside the body. I believe this is again largely influenced by their desire to achieve long-term, sustainable results.
Ingredient Focused Approach
Gen Z is a group of consumers that constantly challenges traditional beauty standards. Their skincare conversations have moved on from simply being benefit focused to actively being driven by ingredients. They are spending considerable time learning about different ingredients, their multi-use benefits, possible harms, etc., before making a purchase. Thus, ingredients like Hyaluronic Acid, Retinol, Gold and Squalane have become a major hit amongst Gen Z and modern millennial consumers. According to a consumer survey we conducted in the first quarter of 2022, we found that 40% of women are willing to try products with 24K gold as a key ingredient. This however has not lowered their preference
for native ingredients such as Red Vine, Volcanic Lava Ash, etc. These ingredients continue
to retain their value in the market and on the shelves of their consumers.
With inputs from Anurag Kedia, Co-founder and CEO, Pilgrim.