One of the reports that has generated more impact in this last edition of the Green Beauty Congress has been the related to which detailed as it would be the consumer of the future. 'The Onion Side' And 'Imago', of the hand of Olga Díez and Kathy Huerta, commissioned to move us a very approximated vision of how is the new consumer that comes in the next years (and that already are here), to the that the cosmetic sector will have to satisfy and anticipate to his needs.
Who is the consumer of the future?
To start with, it is indispensable to understand that each consumer belongs to a generation that some social characteristics, political and economic has done them behaviour and evolve in a true common context and mark a series of tendencies in the future. In this case, the generation of the future and the one of the consumer that approximates are the generations Alpha and Z:
The keys of the generation Z: "The generation Z are the born between 1995 and 2010. They are buyers practically autonómos and it is necessary to have them very in account to the hour to formulate our strategy."
The keys of the generation Alpha: "they Are an emergent part. Right now they have until 12 years. They are 17% of the world-wide population, and in Spain there is 5,5 million Alphas. It is necessary to be attentive and begin to think and project proposals to achieve that they are some interesting buyers for us."
Alpha And Z revolutionise the form of consumption
It is clear that the arrival of the social networks and Internet has changed it all, but no only has interfered in our communication but also has done that we experience changes in our form to buy, and especially, in the process of purchase: the new generations prefer to consult before the different establishments in which they can purchase the product wished, his price, availability, and as no, also the ingredients and this allows them know the impact that will have in the environment in a future. "Has a way to consume and to express totally distinct. Both generations have a capacity to express very wide and this generates that they are some very young generations, but that have grown in a context of hiper-connection and that have generated a critical thought very distinct and have been exposed to another type of realities, of products, of forms of consumption and of distinct marks that offer them proposals linked with his values and are tightening the market and generate changes in him."
All the previous carries to that in his daily life comport also of a distinct way and share a series of common values, and that Olga Díez exposed the following surroundings to them: "they are generations very rational to the hour to pose in what spend his money. They are much more open, tolerantes and creators of content."
What demand them to the marks?
In base to the previous, is clear that look for the identification with the marks. They don't want to be consumers of a company that do not share his values and in a lot of occasions have seen it as they do not have any problem in manifesting his rejection to a mark in social networks: "It is necessary empathize with them and generate a powerful connection through the values of the mark." It affirms Olga Díez.
Thanks to an internal study that made 'The Onion Inside' could know that 42,1% of the youngsters between 18 and 25 years (generation Z), ask to a mark that take care to the planet, the animals and the society. But this figure increases until 82,4% if this question moves to the minors from among 6 and 12 years (generation Alpha).
The 'Beauty Green' is not a tendency, is a reality
The new consumer wants to form part of the mark, wants to feel part of her and that his paper is notable and important. "We are in front of a generation that has gone back to the 'back to the roots', that bets by the ingredients that are more natural, the basic routines and home-made products. They sue also some new packagings, some products that are 'cruelty free' and vegans", affirmed Kathy Huertas.
One of the tendencies that promote these generations is the 'Food & Beauty' that consists in the use of natural products that were unusual like central ingredients up to now no used: "they look for products little processed, with this ancestral point that they have adapted it in such a way that it helps them to connect with the nature. They look for some new foods, look for new realities. They have extrapolated also the take care so much inside as by out, thus, has won a very notable paper the probióticos. Another of the tendencies is the whash it of the masks. They look for that the marks give him this possibility to choose the reuse, want this performance and interaction with the products."