Generation Z is a cross-category exploratory of Millennials (Generation Y – 19-36 year olds) and Generation Z (people under 18 years old), with a focus on their social media and purchasing habits, brand favorites, hopes, dreams and their fragrance preferences.
The surprising findings led Symrise to the development of five on-trend concepts with associated fragrances geared toward these generations.
Young Millennials and Generation Z are so-called ‘digital natives’ – generations that grew up with the internet, social media and smart devices. Their socialising, education, information gleaning and shopping behaviour differ considerably from that of earlier generations.
Symrise initiated primary consumer research in four US cities – Atlanta, Los Angeles, Freehold NJ and Yorktown NY. The consumers were introduced to several visualised lifestyle concepts, preferences of the concepts and olfactive associations were determined. The results of this study resulted in the creation of five future trend concepts, with olfactive pairings. The resulting, interactive presentation, #GENYZ, enables Symrise customers to understand and successfully address this generation.
“Leading this important initiative was exciting. We explored the young consumers’ preferences across a spectrum of categories. They are a fragrance-savvy, fun, yet responsible generation, interacting with each other in ways, much different from the other generations. We are excited to share the process, findings and fragrances from this platform with our clients,” said Doreen Bucher, vice president, marketing, Fine Fragrance & Specialty Bath, North America.
