Givaudan Active Beauty develops GenZ face masks: ‘Brands are really into this new generation’

21-Jan-2020 - Last updated on 21-Jan-2020 at 12:54 GMT

The face mask concepts come in three formulations - an exfoliant, night blend and restorative version (Image: Givaudan Active Beauty)

Givaudan Active Beauty has developed face mask formulas that it says tap into the specific needs of Generation Z – a rising demographic that associate beauty with confidence, self-expression and naturalness.

The naturally coloured ‘Sensory Crush’ masks took around six months to develop and come in three different formulas: an exfoliating blend made with natural papaya extract; a night blend with natural yuzu extract; and a restorative blend with natural dragon fruit. Givaudan Active Beauty presented them last week at Cosmet’Agora in Paris.

Speaking to CosmeticsDesign-Europe, Pauline Martin, global communication and events manager at Givaudan Active Beauty, said: “We created a concept for this ‘skintellectual’ generation. Three masks for their needs; three textures for three different experiences; and three claims for three different moments of the day or week.”

Each mask, Martin said, was packed and labelled using GenZ terminology – ‘lit’, ‘chillax’ and ‘on fleak’ – to “go deeper” in connecting with this consumer group.

Generation Z active and solid beauty spenders

Martin said developing final product concepts to present to manufacturers was increasingly important, particularly when developing beauty products that targeted Generation Z – those born between 1995 and 2015 and currently aged 4 – 24 years.

This consumer group, she said, represented 40% of active consumers and typically spent around €330 on beauty each year but importantly had very specific concerns, notably around sustainability and emotional wellbeing.

“Brands are really into this new generation of consumers,” she said, and so new product development efforts had to align well to this group’s specific needs.

So far, Martin said feedback on the masks had been positive. “Customers have had a hard time understanding GenZ and they welcomed the concept of the masks (…) It helps them demystify this new category of consumers with very specific needs.”

“Our customers are always looking for innovation and we are putting in place all the tools available in terms of development, research, formulation and marketing in order to support them in the best possible way. Our beauty industry is evolving very quickly, so what could be better than working hand in hand between ingredient suppliers and brands in order to be able to revolutionise the market together.”