The Generation Z (the born between 1994 and 2010) are converting already for a lot of marks in his target preferred. Transgression, non-conformism and creativity are some of the qualities that define to this generation, as well as the indiference between genders and his increasingly effective obstinacy by deconstruct the barriers that exist between the gender of man and woman. In the sector of the cosmetic, for example, at the beginning of the 2020, listened to speak of the cosmetic of free gender, concept, in which the marks centred in resolving the needs of each skin, without mattering the gender. And it is that these needs and problems that want to resolve , in a lot of occasions, are the same for both: maskné, skin fat, or the well aging. And the same raisin with the active that use in the products; both need the same: vitamin C, retinol, sour hialurónico or collagen, between many others.
It is thus, that how mentioned in the previous article, the men recognise to be increasingly concerned for keeping a correct facial hygiene and this means a greater interest in routines and products of skincare, although also sucede in the make-up. This worry by part of the men regarding his personal care is something that corroborate the figures: 1 of each 4 men uses products of care of the skin. Needs, that there are brands that are knowing to detect, and that want to advance putting in the focus skilled products for the man, but this time, of a determinate age. This is the case of Shiseido, that has launched recently Sidekick, a new specific brand for men of the Generation Z, that looks for to solve the problems that ocasionan the skin fat and also the dry skin. This brand began to commercialise in China the past 1 July, and the signature clears up his intention of this way to turn into the global leader of the care of the skin for the 2030.
It is not a surprise, that was the brand of Japanese cosmetic the one who have given the first step in creating a specific line for the care of the skin of the young men, since, in Japan the tendency of consumption of cosmetics of skincare expose that the Japanese men are those that more concern by the state of his skin. 'Beauty Market' published the last year that young men of Japan spend already more than 20% in cosmetics that the total population. The young men of 15 to 19 years are used to to spend 5.607 yens to the month (what comes to be some €45) in 'basic cosmetics'. Especially, the products that more use are: products of beauty, sun care and care of the skin.
Definitely, a niche that has known to detect to perfection Sisheido, after seeing also increased his sales in the masculine cosmetic in general: the signature affirmed in 2020 that the sales of these products went up 10% with regard to the previous year.
Such as it indicates CB Insights, the estimates surroundings to the sector of the cosmetic is that in 2023 the industry will generate 800.000 milions of dollars, 50% more than in 2017. And this increase has two main reasons: the increase of the hope of life and the new generations (the one who concerns in this article). A recent study of NPD revealed that the youngsters from among 18 and 22 years preferred the no binary cosmetic: "The idea that you do not have why feel you tied to a gender predetermined is something that has leave mark on this segment of age." It declared Larissa Jensen in El País. And it is that the new generations, in this case, the generation Z conceive the use of the cosmetics like a progress socio-cultural, of deconstruction of the established and that are had to break all the taboos.