This survey was excerpted from the August 2022 issue of ampule magazine Vol. 04.
To read the article in question and the full magazine, please visit the back issues of the electronic version of ampule magazine.

▼ampule magazine
https://ampule.jp/magazine/

ampule magazine Vol.04「The World and Beauty from the Perspective of Generation Z」
We conducted an in-depth survey on the attitudes of Generation Z toward beauty, including their use of SNS to gather information, their reputation-driven purchasing habits, and their values in pursuit of “self-designed” beauty. In addition, interviews with four innovators from Generation Z, including entrepreneurs, creators, and gyaru-mind evangelists, provide insight into “Generation Z Today.

＜Survey Summary＞
Survey by Trenders
Survey period: May 9-25, 2022
Survey population: 601 men and women aged 15-24 who indicated that they were highly interested in beauty.
Method: Internet survey

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In order to find out the trends and values of Generation Z, which has a large presence in the SNS trend,
A survey was conducted among 601 members of Generation Z who are interested in beauty.

※In a preliminary survey of 3,947 respondents, 30% of male respondents indicated a high level of interest in beauty!

1 in 5 people use TikTok to gather information about beauty

Q,What do you look for when purchasing a new beauty item?

※Multiple answers/ 5 top answers (n=601)

1位：Instagram（skincare：60％、make：60％）
2位：YouTube（skincare：36％、make：36％）
3位：Tiwtter（skincare：33％、make：30％）
4位：TikTok（skincare：22％、make：21％）
5位：store（skincare：17％、make：17％）

＜Researcher Comments＞
Among the four major social networking sites as the main source of information on beauty purchases, TikTok is particularly noteworthy, with one in five of Generation Z beauty-interested consumers using TikTok to gather information. This is a significant difference from the 20% of Generation Z who use TikTok as a source of information on beauty.

Both petit and depakos are options! Ingredients and purchase channels are also important

Q,What is the “average annual amount” you spend on beauty items?

※Single answer (n=601)

＜Skin Care Products＞
Under 1,000 yen：18％
1,000 yen to less than 5,000 yen：33％
5,000 yen to less than 10,000 yen：21％
10,000 yen to less than 50,000 yen：21％
50,000 yen to less than 100,000 yen：5％
100,000 yen or more：2％

＜Makeup Products＞
Under 1,000 yen：22％
1,000 yen to less than 5,000 yen：29％
5,000 yen to less than 10,000 yen：22％
10,000 yen to less than 50,000 yen：20％
50,000 yen to less than 100,000 yen：5％
100,000 yen or more：2％

＜Researcher Comments＞
The amount of money spent on beauty items varied overall.
The amount of money spent on beauty items varied across the generations. It is easy to find out about high-priced items that would have been difficult to obtain information about in the past,
It is not uncommon to see them compared side by side with petit-price items. The beauty purchasing trend of Generation Z can be seen in the fact that they buy products regardless of price, if they are well-received on SNS.

Q,What do you look for when purchasing beauty products?

※Multiple answers (n=601)

＜Skin Care＞
No. 1: Suitable for my skin (65%)
No. 2: Effectiveness and efficacy (47%)
No. 3: Price (35%)
No. 4: Reputation on SNS (30%)
5th: Ingredients/ease of purchase (20% *tied)

＜Makeup ＞
No. 1: Matches my skin *including personal color (56%)
No. 2: Color and finish are just as I imagined (40%)
No. 3: Price (34%)
No. 4: Reputation on SNS (30%)
No. 5: Gentle on the skin (30%)

＜Researcher Comments＞
Korean cosmetics popular among Generation Z are often pushed for key ingredients.
Korean cosmetics popular among Generation Z often push out key ingredients. In addition, they are willing to buy foreign cosmetics through mail-order websites.
In addition, since this generation is willing to buy cosmetics from overseas via mail-order sites, ease of purchase is naturally important. Makeup is also popular among the generation that is willing to buy foreign cosmetics through mail-order sites, so ease of purchase is naturally important.
and “gentle on the skin” are both important. The desire to be both aggressive and defensive is a characteristic of Generation Z’s discerning palates, as evidenced by their reputation checks on social networking sites.

Conscious of “beauty for the earth and for everyone

Q,Is interest in “beauty and the SDGs” high?

※Single answer (n=601)

Yes：57％

▶Of those who answered “Yes”…
　 (single answer n=342)
No. 1: To choose environmentally friendly products/brands (36%)
No. 2: To choose products/brands that work on waste reduction (21%)
No. 3: To choose products/brands that offer a sense of diversity (14%)

Opinions like this! /
I feel that there are still many products that are difficult to choose from in terms of environmental friendliness and gender. The sales floor is certainly sparkling and exciting, but I often wonder if that’s all there is to it. However, the number of gender-free and eco-friendly products is gradually increasing, and I would be happy to see more of them and a wider variety of price ranges. (age 19)

＜Researcher Comments＞
Generation Z is said to be highly interested in the SDGs. The main reason for this seems to be the incorporation of SDG-related classes into the education curriculum.
SDGs in their education curriculum. Generation Z is expected to contribute to society through concrete actions, including consumption activities.
They are expected to contribute to society through concrete actions, including consumer activities. The beauty industry needs to provide a variety of options for the highly conscious Generation Z.

Generation Z’s values in pursuit of “self

Q,What are your own values of beauty?

※Multiple answers (n=445)

What does beauty mean to you?

※Single answer/ 5 top answers (n=551)

＜Researcher Comments＞
Overall, we can see an awareness of “wanting to enjoy beauty without being bound by conventional values,” and opinions that view beauty in a positive light stand out. In other words, such communication is required in beauty marketing. Beware of !” Hide your __! may not be a good match for Generation Z.

Which beauty brands are Generation Z’s current favorites?

Q,What are your dissatisfactions with current Japanese beauty brands?

※Multiple answers/three top answers (n=414)

Q,What beauty brands are you looking at right now?

＜Researcher Comments＞
Although “Canmake,” which is often talked about on SNS, received the most votes, the responses as a whole were concentrated on Korean brands. The three points raised as dissatisfaction with Japanese beauty brands are directly related to Korean brands.
The three complaints about Japanese beauty brands are in sharp contrast to the reasons frequently mentioned for the popularity of Korean brands: low prices, wide variety, and cute packaging.