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2020 Global Color Trend Report

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Global Color Trend Report Lip colors that define 2020 for Millennials and Gen Z by 0. Overview 03 1. Introduction 05 2. Method 06 Content 3. Country Color Analysis for Millennials and Gen Z 3.1 Millennial Lip Color Analysis by Country 08 3.2 Gen Z Lip Color Analysis by Country 09 4. 2020 Lip Color Trend Forecast 4.1 2020 Lip Color Trend Forecast for Millennials 12 4.2 2020 Lip Color Trend Forecast for Gen Z 12 5. Country Texture Analysis for Millennials and Gen Z 5.1 Millennial Lip Texture Analysis by Country 14 5.2 Gen Z Lip Texture Analysis by Country 15 6. Conclusion 17 02 Overview Millennial and Generation Z consumers hold enormous influence and spending power in today's market, and it will only increase in the years to come. Hence, it is crucial for brands to keep up with trends within these cohorts. Industry leading AR makeup app, YouCam Makeup, analyzed big data of 611,382 Millennial and Gen Z users over the course of six months. Based on our findings, we developed a lip color trend forecast for the upcoming year that will allow cosmetics The analysis is based on brands to best tailor their marketing strategy. According to the results, pink will remain the most popular color across all countries and age groups throughout 2020. The cranberry pink shade is the top favorite among Millennials and Gen Z across all countries. Gen Z generally prefers darker 611,382 shades of pink, while millennial consumers lean toward brighter shades. The second favorite shade of pink among Gen Z in Brazil, China, Japan, and the US is Ripe Raspberry. In France and Millennial and Gen Z users’ tryouts of lip color and texture in India it’s Sangria Pink and Vivid Pink, respectively. The third among Gen Z in Brazil, China, and Japan is Vivid Pink. In the US it’s Lollipop Pink and in France – Ripe Raspberry. The second among Millennials in Brazil, France, and the US is Ripe Raspberry. In India and Japan it’s Vivid 6 countries Pink, and in China – Amaranth. The bronze medal goes to Wild Strawberry shade of pink in China, India, and Japan. In Brazil the third place belongs to Vivid Pink, in France to Sangria Pink, and in US, France, China, the US to Lollipop Pink. Shades of red are worth keeping an eye on in 2020, especially in the US and China. Looking at texture preferences, matte tryouts are a high performer across all countries Japan, Brazil, India and cohorts, outside of Japan, India, and Brazil, where users showed a distinct preference for sheer lip textures. 03 TOP 3 Lipstick Colors for 2020 by Country Millennials Gen Z 1st 2nd 3rd 1st 2nd 3rd US China Japan France Brazil The top 1 shade Cranberry Pink #E0467C India 1 Introduction Millennials have strong potential buying power, so it holds that brands focus their strategic marketing efforts on this cohort, while not overlooking Gen Z, the next generation. Through the power of big data from Perfect Corp.’s YouCam Makeup app, an understanding can be gained of Millennial and Gen Z consumer shopping preferences within makeup shades and textures across different countries. This analysis gives us unique insight into what Millennial and Gen Z shoppers love, focusing brand efforts to attract and convert these consumers. Through analysis of Perfect Corp.’s color and texture data over six months, July – December (H2 2019), we have identified the colors and textures favored by the Millennial and Gen Z cohorts in the US, India, Brazil, France, Japan, and China and made predictions regarding lip color trends for the upcoming year. The focus was on virtual try-ons for lip color and texture across six countries including the US, France, China, Japan, Brazil and India. This provides insight for brands and businesses to help them tailor their strategy towards these key cohorts in different countries. “Millennial Spending Habits and Why They Buy.” https://www.forbes.com/sites/forbesbooksauthors/2019/05/01/millennial-spending-habits-and-why-they-buy/#7cb885e5740b “How To Win Over Generation Z, Who Hold $44 Billion Of Buying Power.” Forbes.com https://www.forbes.com/sites/jiawertz/2018/10/28/how-to-win-over-generation-z-who-hold-44-billion-of-buying-power/#7908a72b4c13 05 2 Method The analysis organized Given the current buying power of Millennials and the future purchasing power of Gen Z, this research focused on YouCam colorscolorscolorscolors Makeup Users ages 15-24 (Gen Z) and 25-34 (Millennials) across 5,9905,9905,9905,990 six countries - US, France, China, Japan, Brazil, India - during the second half of 2019. from the app into To organize the 5,990 colors from the app , the K-means clustering machine learning algorithm was used to categorize the individual colors into six general color groupings: pink, nude, purple, red, orange, and brown. An added grouping of dual exists for 281 two-color combination tryouts for the period. The grouping named “Others” was assigned to outlying colors that were distant from the main color groupings. After color grouping, general color groupings the top color try-ons in H2 2019 by each group (Millennials and 6666 Gen Z) in each country were identified. Note: tryout is classified as each time the user taps on a color in the app. Texture tryouts 1 2 3 were measured by the number of times users have tapped on Nude Brown Orange that texture to try it on in the period of H2 2019. shades shades shades Analysis was made of color preference by cohort (Millennial/Gen Z) across countries, as well as texture by cohort across 4 5 6 countries. Finally, individual country highlights were made for Pink Red Purple shades shades shades color and texture preferences for Millennials and Gen Z. 06 3 Country Color Analysis for Millennials and Gen Z 3.1 Millennial Lip Color Analysis by Country Millennial Lip Color Preference by Country Pink was a clear favorite among millennials in all countries, in particular, light and bright pinks resonate the most, following the global trend of “Millennial Pink”. Millennials in Japan (55% of tryouts), India (57% of tryouts), and Brazil (60% of tryouts) 46.4% 59.6% showed the most love for pinks, specifically brighter hot pink 54.9% 48.7% 56.6% shades. 50.2% 27.8% 22.8% 20.8% 15.6% 14.3% 12.5% 8.4% 6.4% 3.5% 2.9% 5.3% 5.9% US China Japan France Brazil India i Pink Shades Nude Shades Red Shades adA Clear Winner among Millennials in all Countries US and Japanese millennials showed a particular preference for nude lip colors, with nude shades accounting for 28% of tryouts in the US and 23% in Japan. In contrast, Chinese millennials preferred pink, orange and purple shades, with pink accounting for 22% of all color tryouts; other users favored deep ginger colors. Interestingly, purple shades, particularly brighter rich royal purples, were popular among French millennials, accounting for 13% tryouts. 08 3.2 Gen Z Lip Color Analysis by Country Gen Z Lip Color Preference by Country Pink lip colors were a clear favorite across all countries for our Gen Z users too, with India (58% of all tryouts in the country), Brazil (57% of all Brazil tryouts), and Japan (53% of all Japan tryouts) users showing the highest preference for pink. 43.9% 44.5% 46.9% 52.5% 57.0% 58.0% Though Chinese Gen Z still had a preference for pink, they showed a distinct preference for orange shades (accounting for 13% of all tryouts in China), where other countries such as the 23.3% 29.3% 17.4% US, France, and Brazil showed a preference for nude. US Gen Z 18.0% 15.8% 12.8% tried nude shades almost one-third of the time, while French Gen 15.8% 10.6% 10.3% 5.6% 7.8% 7.2% Z tried nude shades almost a quarter of the time. As much as Brazilian Gen Z loved nude colors, (16% of tryouts) they also US China Japan France Brazil India Pink Shades Nude Shades Red Shades loved trying purple shades half as much (7% of tryouts), considerably more than other countries. The Top Color across all Countries ik for Gen Z users Japanese and Chinese Gen Z are more likely to try dual tone lip shades, with Japanese Gen Z accounting for nearly 7% dual tone try ons and Chinese Gen Z accounting for 4%. Reds also proved to be popular among Gen Z in France (16% of color tryouts) and China (11% of tryouts) with Brazil and India following. In contrast, Gen Z in the US showed the least preference for reds out of all the countries. 09 what 4 2020 Lip Color colors Trend Forecast will be France US China Japan India Brazil Pink colors will remain popular among Millennials & Gen Z across all countries increased interest for Millennials Red Red IndiaIndia iincreased interest for both steadily increasing among Millennials increased interest for Millennials increased interest for Millennials and the trend will continue into 2020 Millennials & Gen Z Brown Orange Orange slowly gaining popularity among the preference for nude shades is the overall preference for orange is still low, Gen Z are willing to experiment Japanese Millennials & Gen Z, and increased interest for Millennials especially strong in China among Gen Z but the brands should keep this trend in mind more with orange shades certainly a trend to watch in 2020 USUS ChinaChina FranceFrance BrazilBrazil JapanJapan 11 4.1 2020 Lip Color Trend 4.2 2020 Lip Color Trend Forecast for Millennials Forecast for Gen Z Based on our analysis, we identified the following lip color trends for the Pink shades will retain the top spot among Gen Z across all upcoming year.
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