Generation Z girls have long had a passion for makeup, but it intensified in the first week of school. The search for an ideal look on social media to 'make a good impression' in the classroom is spasmodic. Their bible of the perfect make-up is TikTok, and video tutorials of the genre #backtoschoolmakeup these days exceed 150 million clicks/views. Gurus, often ordinary girls, give make-up tips to be perfect in class, along with the right skincare in the morning and a precise evening care routine that would seem useful for better sleep and in which girls blindly believe. In fact, Gen Z suffers a lot of fatigue from insomnia and tries to solve it by spreading gels, masks, evening scrubs hoping to wake up the next morning less fatigued and ready to go out.
This is how the hashtag #nightskincareroutine now has over 340 million views, beating even the one on the ideal makeup for the first days of school. Reports the trend Nelly Rodi, French agency of trendsetter, cool hunting and research summarizing that the makeup to make a good impression in class most recommended by influencers and clicked by girls is the one that "promotes a look appropriate to the situation, therefore discreet, rapid and even imperceptible that can be summarized in the use of a concealer for blemishes and acne, a redefinition of the eyebrows (girls are crazy about combs and gels that lift them), a light blush and a lip product in nude shades".
"The youngest of Generation Z, those in middle school (11-15 years old), - report analysts Nelly Rodi, - have already adopted the codes of a complete skincare routine. Brands such as Byoma or Florence by Mills have built their identity around these young consumers by offering simple routines with 'joyful', fun and multi-purpose products, addressing very specific problems of this age such as acne, and all at affordable prices."
Among the brands most loved by girls and girls are Korean cosmetic products which, for younger age groups, continue to gain ground on Western markets by creating product ranges or even entire brands only for Europe or the United States, for example DrJart+ or La Neige and K-Beauty (8.4 billion views, # kbeauty) is getting more and more popular. In Italy, in the days leading up to the start of the school year, the very young girls spent hours in perfumery chains that also distribute niche brands (always from Korea) but for them very renowned because they are conveyed by social media. They stock up on fluids, light serums, moisturizing gels and waters of the Byoma brand and the refreshing lines of the Laneige brand (among the first places in TikTok trends) but also wink at the botanical serums of the French Yves Rocher.
In Italy, teenagers flock to perfumeries and single-brand stores, from Sephora (which sells, among other things, the Byoma brand and Korean Laneige night masks) to the make-up of one of the most famous Italian girls, Kiko Milano. In addition, the French brand SVR: from washing micellar oils to body creams after the shower (Topialyse line) for dry skin. Also by SVR Sebiaclear creams spf 50 which corrects the imperfections typical of combination and oily acne-prone skin and has a mattifying action. LaRoche Posay has Three must-have products for acne-prone skin, few but essential according to the new #SkinStreaming trend, a more minimal skincare routine, which promotes a few steps but with maximum effectiveness: cleansing, hydration and sun protection. These are Effaclar Foaming Cleansing Gel, the Duo + M, with the new active Phylobiome, Niacinamide and Procerad and the Anthelios UvMune fluid and gel cream that also has Mexoryl 400 inside.
Among the most coveted brands by the very young but more expensive, Drunk Elephant , full of moisturizers and skincare routines. Also adored is Fenty Beauty's make-up line, developed by their guru Rihanna, in particular the colored bases in many shades and sweat-resistant and with a 'make-up without makeup' effect suitable in the classroom. In the top of the choices are the liquid eyeshadows by Kiko Milano (and many brands sold on Amazon).
"Girls are also won over by the ingredients of products made in Korea, which are the basis of the beauty routine such as fermented products, for example with red rice, tea tree, glycolic acid and extracts based on local fruits with anti-aging properties such as yuja, - underline the authors of the report. - The application gestures of skincare products are also new, as evidenced by the rise of toning pads (such as those of the Anua or Needy brands): these are cotton pads soaked in serum that can be used both for moisturizing and for gentle exfoliation. Finally, K-Beauty is at the origin of the transparent skin trend, i.e. #glassskin or #skinflooding, which consists of applying different moisturizing agents in serums and creams to achieve a radiant complexion". On the radiant skin front, there's a world of advice on TikTok in the name of the hashtag #glassskin with girls soaking up from head to toe to make their skin appear shiny, even translucent as crystal.
In addition to the 'good the first one' look to look perfect in class, there is also that of the beauty routine to go to sleep, a habit that previous generations of women did not even dream of. On the other hand, the return to school often marks the beginning of new resolutions, especially when it comes to skincare. The analysts explain: "The hashtag #nightskincareroutine with its 340 million views on TikTok, brings together more and more content that promotes the performance and profitability of time spent sleeping, a new way of approaching sleep as an opportunity to take care of the skin throughout the night and that Gen Z girls perceive more. It can even make adults smile at the large amount of products that the very young TikTokers spread on themselves so that the body "can work intensely while we sleep". There are demanding evening routines for the face (among the most renowned brands, the Korean Laneige is at the top of the trends on Instagram and TikTok), for the body (also with vegetable oils) and even to ensure a perfect hair style when you wake up and not waste too much time so as not to be late for class (#sleepwithcurls). In addition, the use of face masks for sleeping. Finally, reports Nelly Rhodes, the #mouthtaping (126.6 million views) which consists of bandaging one's mouth to breathe only through the nose in order to sculpt the shape of the face (the practice is controversial and criticized by doctors, better not to follow it). It is said that each of us applies every day about ten cosmetics (Cosmetica Italia data) but, making a summary count, today's girls in this period are using at least twenty and the statistics will have to be updated.
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