In fact, the realm of customisation today isn’t confined to skincare: There’s also personalised makeup, haircare and even wellness solutions – all the better to complement the knowledgeable and savvy Gen Z consumer.
The first digitally native generation, Gen Zs have a ferocious appetite for consuming knowledge online, be it through tutorials, websites or social media. This naturally extends to their beauty choices, making them consummate “skintellectuals” who are interested in the ingredients and science that go into their beauty products.
“Consumers are far more educated,” says Richard Parker, founder of Australian skincare brand Rationale. “They are fascinated by skincare – realising that they can understand this, and that the concepts are not complex. They are also reading scientific and medical research journals, and I think this hunger for knowledge is driving a desire, or almost a demand, to see results.”
Mili Kale, co-founder of Singapore-born health and wellness brand Moom Health, agrees: “Whether it’s through social media or individual research, or hearing it from friends, users rarely go into a purchase ‘blind’ today.”
Bu hikaye Her World Singapore dergisinin January 2022 sayısından alınmıştır.
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Bu hikaye Her World Singapore dergisinin January 2022 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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