Social media plays a distinct role in Gen Z’s skincare journey, with different platforms serving specific purposes
New research shows Gen Z will account for 30 per cent of the GCC workforce by 2030, with a significant impact on the beauty sector.
A recent report by Chalhoub Group, titled “Gen Z’s Skincare Evolution in GCC: Unfiltered,” highlights the significant influence of Generation Z on the Gulf Cooperation Council’s (GCC) skincare market. This demographic, set to comprise 22% of the GCC population and 30% of its workforce by 2030, is poised to drive substantial growth in the beauty sector. citeturn0search5
Key Findings:
- Increased Spending: Gen Z’s expenditure on personal care is projected to rise by 1.5 times by 2030, with 60% of respondents citing skincare as their primary reason for beauty purchases. citeturn0search4
- Expanded Skincare Routines: On average, Gen Z individuals incorporate 4.7 products into their daily skincare regimen, including items like eye creams and lip care, emphasizing a proactive approach to skin health. citeturn0search6
- Brand Preferences: Trust and transparency are paramount, with 83% of Gen Z consumers prioritizing brands that are credible and open about their practices. Additionally, 69% are drawn to brands that are trend-savvy and visually appealing. citeturn0search5
- Social Media Influence: Platforms such as Instagram and TikTok play a crucial role in shaping Gen Z’s skincare choices, serving as primary sources for brand research and product discovery. citeturn0search2
Implications for Brands:
To effectively engage with Gen Z in the GCC, brands should:
- Educate and Inform: Provide personalized educational content to bridge knowledge gaps and empower informed skincare decisions.
- Maintain Transparency: Clearly communicate product ingredients and efficacy to build trust.
- Leverage Social Media: Utilize dynamic, short-form content on platforms like Instagram and TikTok to connect authentically.
- Offer Hybrid Products: Develop multifunctional products that combine skincare benefits with makeup attributes, aligning with Gen Z’s preference for efficiency.
- Embrace Sustainability: Adopt eco-friendly practices and ethical sourcing to resonate with Gen Z’s values.
