Gen Z is already afraid of looking old

Gen Z Fears Looking Old at Young Age

The internet sensation, Emma Brooks, never worried about aging until she turned 20. "I started freaking out," she said. "I look different than I did two years ago... Where will I find myself in five years?"

Although the oldest among them are about 26, Gen Zers are already concerned about looking older. Prevention over correction is the commandment of the hour; they opt for skincare products with anti-aging benefits, like wrinkle reduction and sun protection, and 70% of them use daily anti-aging serums. According to the secret intelligence agency Circana, Gen Z is the fastest-growing demographic for Botox startups. A viral TikTok titled "What I Did at 14 to Slow Down Aging" released earlier this year is a testament to this trend.

"Gen Z is inheriting skincare habits from older generations," says Larissa Jensen, an advisor in the beauty industry for Circana.

Today, 20-year-olds seek dermatologists like Loretta Ciraldo for help with acne and other issues, but soon enough, they turn to anti-aging concerns.

Thanks to Instagram, TikTok, and, of course, Zoom, people spend more time scrutinizing their faces than ever. They share daily routines aimed at preventive aging, from using retinoids, vitamin C, and sunscreen, to nightly facemasks and "baby Botox" injections, aimed at inhibiting cell death from the outset. According to retail intelligence platform Trendalytics, there has been a 63% increase in searches and social interest around Botox, fillers, and retinol this year.

Rich Gersten, a co-founder at True Beauty Ventures, said Gen Z's early interest in anti-aging beauty has given brands a chance to reach customers they never would've before. Effectiveness, quick results, and affordability are top priorities for this group, but their preferences will likely evolve as they grow.

"It's like there's a generation standing side by side," Cristina Nuñez, a co-founder at True Beauty Ventures, said. "On one side, they're focused on body positivity, authenticity, and self-love. On the other, they're very focused on anti-aging."

Jensen said Gen Z is highly aware and educated about skincare, the aging process, and environmental stressors. As a result, Gen Z has given anti-aging a "wellness-oriented" rebrand.

Dylan Heberle, a 26-year-old skincare advisor, believes his skincare regime is tied to his health, focusing especially on sun protection to prevent skin cancer and, as an added benefit, wrinkles. He described his nightly skincare routine as a training-like regimen.

"It's all about holistic self-care...better skincare and self-care," said Judah Abraham, CEO of Slate Brands, a Venture Incubator with a focus on Gen Z.

Paris-based dermatologist Diala Haykal said Gen Z wants to slow down the aging process rather than fixing problems later. She added that the popularity of "anti-aging" (prevention-oriented procedures) in this age group is the most significant change in aesthetic dermatology in the past two decades.

Companies produce more products to meet demand. According to Trendalytics, the number of skincare or beauty products with anti-aging therapy has increased by 10% over the last two years. Searches for sunscreen have grown more than threefold compared to three years ago, and there are nearly three times as many sunscreen products available on the market. E.l.f. Beauty introduced a retinoid to the market last year, and Bubble launched an eye cream in November.

The surge in anti-aging interest has also inspired new brands, such as Btwn, a skincare brand that caters to teenagers' unique skin needs, and Indu Richard Heath, a skincare and makeup brand for teenagers founded by Feelunique co-founder Aaron Chatterly. Richard Schiessl lists several banned substances as exciting ingredients.

Gen Z is also turning to injectables because their effects are immediate. Hebler, who learned about Botox via social media, saw it as a potentially effective and cost-effective alternative to products for fine line removal. Nuñez said young people are willing to leave their comfort zones for improvements that were unthinkable a decade ago.

Paul Nassif, a celebrity plastic surgeon known for his E! series "Botched," has observed a rise in younger patients seeking Peelings, facial treatments, and occasional laser treatments. Nassif said Gen Z smartphones their consultant sessions without bringing pictures of celebrities with filters.

"It's like, 'Aging is a privilege. Let your hair go grey. Don't get Botox. Don't take all these precautions.' But if you live another year, you're old," Hebler said.

All conversations about Gen Z and aging can't overlook the influence of social media.

For example, the hashtag #antiageing on TikTok was called 7.4 billion times. The aging filter that allows users to see into the future went viral at the beginning of the year, with over 24.5 million posts, including one from Kylie Jenner. Solutions like Frownies (essentially stickers that smooth wrinkles during sleep), silicone anti-wrinkle patches from brands like Dermaclara, chinlift bands, "crow's feet" facial bands, and radiofrequency devices like NuFace are everywhere. Carolyn Treasure, co-founder of Peachy, said Gen Z's openness on social media apps has fueled demand for treatments. When Gen Z gets injections, they often film the entire process or share testimonial videos, showing how the injection process freezes their faces.

"Millennials were introduced to the idealized snapshot of the world," Trege said. "They'd say, 'Let me tell my friends at brunch.' Gen Z is fiercely passionate about sharing their experiences. 'I don't want to be a gatekeeper. I want others to know.'”

Jensen noted that education, particularly through social media, plays a crucial role in igniting interest in preventive aging.

However, more information does not always equate to correct information. Jensen said many younger consumers incorrectly associate problems with aging with the early use of aggressive chemicals. Furthermore, there are few long-term studies on the effects of "anti-aging" treatments on younger individuals. Additionally, Gen Z's access to so many resources can be overwhelming and anxiety-inducing.

"We're so young and have so much fear of getting older," Brooks said.

Additional Insights:

1. Personalized and customized skincare treatments are a significant trend among Gen Z, with many of them seeking out custom-blended skincare products and tailored treatment plans.
2. The influence of social media on Gen Z's perception of beauty and aesthetic standards has contributed to the surge in interest in preventive aging treatments.
3. The integration of augmented reality (AR) tools during consultations allows patients to visualize potential outcomes before committing to procedures, further fueling demand for aesthetic procedures.
4. Gen Z's preference for natural and organic ingredients is being met by brands offering vegan, cruelty-free, and eco-friendly product options.
5. The rise of micro-influencers and user-generated content on platforms like TikTok and Instagram is reshaping how Gen Z engages with skincare and beauty brands, driving sales and influencing product development.

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Enrichment:

The trend of preventive aging among Gen Z has spurred significant changes in the beauty industry, as brands and providers scramble to cater to this demographic's unique preferences. Here are some trends and developments that reflect Gen Z's influence on the beauty industry:

1. Personalized and Customized Treatments: Gen Z's interest in personalized and tailored treatments has led to the development of custom-blended skincare products, as well as the offering of tailored treatment plans that address individual skin issues and concerns.
2. Augmented Reality: AR tools are being integrated into consultations, allowing customers to visualize potential outcomes before committing to a procedure or purchasing a product. This technology helps customers make more informed decisions and builds trust in the brand.
3. Micro-Influencers: The rise of micro-influencers and user-generated content on platforms like TikTok and Instagram is changing how Gen Z engages with beauty brands. Brands are partnering with micro-influencers to reach this demographic more effectively, and user-generated content is driving sales and influencing product development.
4. Eco-Friendly and Sustainable: Gen Z's preference for natural and organic ingredients has led to the development of vegan, cruelty-free, and eco-friendly skincare and beauty products. Brands that prioritize sustainability and responsibility in their operations are more likely to resonate with this demographic.

Enrichment Data

Gen Z's influence on the beauty industry has led to the emergence of several trends and developments that cater to this demographic's preferences and concerns:

1. Personalization and Customization: Personalized and tailored treatments are a significant trend among Gen Z. This includes custom-blended skincare products and tailored treatment plans that address individual skin issues and concerns.
2. Augmented Reality: AR tools are being integrated into consultations, allowing customers to visualize potential outcomes before committing to a procedure or purchasing a product. This technology helps customers make more informed decisions and builds trust in the brand.
3. Micro-Influencers: The rise of micro-influencers and user-generated content on platforms like TikTok and Instagram is changing how Gen Z engages with beauty brands. Brands are partnering with micro-influencers to reach this demographic more effectively, and user-generated content is driving sales and influencing product development.
4. Eco-Friendly and Sustainable: Gen Z's preference for natural and organic ingredients has led to the development of vegan, cruelty-free, and eco-friendly skincare and beauty products. Brands that prioritize sustainability and responsibility in their operations are more likely to resonate with this demographic.

Source: