When it comes to Gen Z’s favorite beauty brands, a new report reveals accessible drugstore names topping the list.
Media firm Kyra’s Gen Z state of beauty report released Monday reveals Maybelline ranks # 1 in makeup brands and Dove leads skincare in survey with 3,500 people aged 13 to 25. Mass brands that have been successful on TikTok over the past year have performed particularly well, with Elf and Nyx completing the top three for makeup, and Hyram, CeraVe, in second place for skincare. In addition to TikTok’s virality, other factors influencing Gen Z favorites included YouTube, recommendations from influencers and brand values.
Carried out between May 2021 and June 2021, the report found that Maybelline had retained its No.1 makeup brand place among respondents since 2019, gaining percentage points in 2021. According to Marnie Levan, Maybelline’s vice president for integrated communications with consumers, the brand’s success with Gen Z comes from its investment in relevant influencer and celebrity marketing across major Gen Z social channels.
In March, Maybelline announced the 17-year-old actress “Euphoria” and “Suicide Squad” Storm Reid as global spokesperson, followed by K-pop group Itzy in April.
Maybelline particularly benefited from the mascara category, which according to the Kyra report was the most important makeup product for Gen Z respondents – a third said they couldn’t do without mascara in their collection. makeup. Maybelline’s Sky High mascara has sold four times at Ulta Beauty following the success of the brand’s TikTok campaign in December 2020, Levan said. A sponsored post for the campaign by influencer TikTok @ jessica.eid_ has gone viral, gaining 5.2 million views and 1 million likes. This inspired many users to put the video together to try out the mascara for themselves.
“Consumers would rush into stores and then film the contents of their first reaction to their cars,” Levan said. She noted that TikTok has “played a key strategic role in promoting relevance with Gen Z” over the past year, with the brand’s investments in paid, owned and earned content. The brand strives to be “fully immersed in the social landscape” and is also seeing success with Gen Z on Instagram Reels, Twitter and YouTube.
Maybelline “had an ambitious and very cohesive strategy on TikTok,” said Marina Mansour, head of beauty partnerships at Kyra. She added that the brand is popular with the Gen Z audience because it “uses the channel that this audience leans toward for discovery, when it comes to cosmetics.”
Elf, who went from ninth place in 2019, to second place for makeup.
Elf is “a key innovative brand when it comes to doing interesting things on TikTok,” Mansour said. This notably includes its successful Eyes, Lips, Face campaign which was one of the first branding campaigns to go viral on the platform, she said. She added that Nyx, in third place, adopted a similar strategy. Elf has particularly focused on reaching Generation Z via new platforms; he also ran campaigns on Twitch and Triller and launched new promotions like his Chipotle collaboration.
Nyx and Elf also point out that they are cruelty-free and vegan, which the survey found was a big factor for Gen Z. In total, 53% of those surveyed said they would stop using a brand. tested on animals, while 50% said they wouldn’t buy a brand if it wasn’t certified cruelty-free.
Dove, meanwhile, was the number one skincare brand, which may have grown due to its values-driven marketing campaigns battling unrealistic beauty standards and heavy photo retouching, Mansour said. TikTok’s appeal was evident, with CeraVe reaching second in 2021 after failing to reach the top 10 in 2019. The brand was significantly bolstered by skincare influencer Hyram Yarbro, whose organic endorsement of CeraVe has evolved into a brand partnership.
“You can’t underestimate the power and trust Hyram has in skin care across the Gen Z audience,” Mansour said.
Mass labels have proven to be popular with Generation Z. For skin care, classic teen acne brands Neutrogena and Clean & Clear also made the top 10. Ordinary, meanwhile, also made it into the top 10. continued their own ascent with Gen Z after their peel mask gained organic fame on TikTok last year. .
Although Glossier was on the 2019 makeup and skincare lists, he was not on any of the rankings in 2021.
“Glossier is much more of a millennial brand,” Mansour said.
While TikTok has proven to be particularly important, it has become the second most important social platform after YouTube to influence users to add a new product to their skincare routine. For general online beauty information, Gen Z look to YouTube first, followed by TikTok, and then Instagram. Online reviews were cited as the main influence on buying decisions, followed by influencer tutorials in second and friends and family as third. Less than 10% of Gen Z respondents said that television influences their purchasing decisions.
According to Mansour, the dominance of mass brands doesn’t mean premium labels can’t also resonate with Gen Z. “Price is always a factor to consider, but when you shoot the things we know how to make a move Generation Z, that is, creativity, online reviews and creators supporting a product, price is no longer as big a barrier as it used to be.