As part of a module on 'Consumer Insights and Analytics' I was tasked with providing recommendations to a figurative brand about a current trend. Such recommendations were to be informed by my primary (survey and interviews) and secondary research on the topic. I focused on the ‘no make-up make-up’ trend.
Introduction
The ‘no make-up make-up’ (NMM) trend epitomizes the new standard of beauty that Gen-Z are gradually creating.
Until the 21st century, the beauty industry told women that shine was the enemy. For decades, make-up users were sold matte foundations, powders and blotting papers to keep the skin’s natural oils at bay.1 The Gen-Z ’insta- baddie’ trend was the pinnacle of such ideals. However, it seems that Gen-Z are rejecting this trend that they once favoured. Fed up with hiding themselves, young women are no longer using make-up to paint a mask, but rather to enhance their natural features, oil and all! During 2020, trendsetters such as Charli D’Amelio, Millie Bobby Brown and Billie Eilish illustrated that camouflaged skin is out, and radiant skin is in. Now that the trend is taking hold in Ireland, make-up brands must take note to stay relevant with Irish Gen-Z consumers.
Why is research necessary?
Gen-Z have inverted the traditional beauty standard and left an observable impact on the cosmetics industry worldwide. In the Irish context, Inglot’s decision to close its stores symbolises this shift in consciousness, as their make-up style saw users conceal and sculpt their faces in line with the ‘insta-baddie’ trend.2 To avoid a similar fate, make-up brands must adapt to Gen-Z’s new way of thinking. Hence, research must be carried out on the Irish market to answer two key questions: what do Gen-Z want and how do they want it delivered? Such research will give brands an insight into how they should approach research and development (R&D). Moreover, it will teach them how to successfully reach the first generation to grow up online.
You can view my full report here.