NEWS & BLOGS

Beyond the Product: How Gen Z Made 'Presentation' the New Beauty Standard

Provision Consulting Group
Nov 17
3 min read

Gen Z is a generation that values the meaning conveyed over the visual appearance. For them, the functionality of a product is as important as its packaging, labeling, and communication style aligning with their personal values. Eco-friendly packaging, refillable containers, understated text, and an unboxing experience worthy of sharing on social media—all these factors are becoming selection criteria for beauty products just as crucial as the product itself.

Why Gen Z Emphasizes the 'Way It's Presented'

Having grown up in a digital environment, Gen Z is accustomed to expressing themselves through images and content. Therefore, the message and experience delivered by a product must naturally pass the following tests:

What attitude does this product display? Does it connect naturally with my daily life? Does it feel 'authentic' to me when posted on social media?

Even when choosing a single product, they simultaneously evaluate the brand's design aesthetic, environmental stance, and clarity of information. This shift in criteria significantly elevates the role of packaging and communication.

Reading Gen Z's Message Through Packaging Changes

Packaging is now the communication space where a brand's character and attitude are most directly exposed. It encapsulates the values this generation holds dear: transparency, sustainability, and practicality.

Minimalist Design Gen Z prefers minimalist designs that strip away unnecessary elements instead of elaborate decorations. Brands that demonstrate environmental responsibility, such as using single, recyclable materials or slim packaging to reduce over-wrapping, gain trust by showcasing their attitude.
Shareable Unboxing Experience Gen Z places more importance on the moment of Unboxing and sharing it on social media than the moment of purchase. Thus, the packaging's color, texture, and shape must be considered in terms of how they will look within a camera frame.

Packaging as the Brand's Language Many Gen Z consumers first verify a brand's ethics, inclusivity, and sustainability through its packaging. Eco-friendly labels, vegan certification, and clear ingredient lists build brand trust beyond the product's function.
Redefining Brand Communication They value interactive experiences where 'the consumer becomes part of the brand,' such as unboxing videos, user reviews, and community-participation campaigns, rather than one-way advertising.

The Gen Z Beauty Standard: How Should Brands Respond?

Gen Z's criteria are a new starting point, influencing the entire product creation process. Brands must contemplate, from the initial stage, how the product will be presented and what message it will contain and convey.

✔️ Regulatory Perspective: Clarify the 'Boundaries' of Expression

Especially for products targeting Gen Z, which often have multiple functions and wider usage, it is crucial to first verify whether even a single label phrase meets regulatory standards.

Functional claims like SPF, soothing, or barrier enhancement may be connected to OTC (Over-the-Counter) standards.
Products expanded from the face to the scalp/hairline require clearer usage instructions and warnings.

✔️ Packaging Perspective: Design that Engineers the 'Experience'

For Gen Z, packaging is not just a container; it's the first encounter with the brand. The moment of opening, the feel in the hand, and the material selection are all read as messages.

Material, thickness, and opening method are directly linked to sustainability and user convenience.
The unboxing process should naturally lead to social media sharing and must be considered during the design phase.

✔️ Communication Perspective: Clearly Display the Brand's Attitude

Gen Z looks at what values the brand speaks about and how authentically those are captured in the label text.

Unexaggerated descriptions, clear usage instructions, and transparent ingredient lists are fundamental.
The brand's core values (sustainability, honesty, etc.) must be naturally embedded.
The message starting from the package must be consistent with the overall communication to build trust.

Gen Z is not merely a generation that "buys products"; they are a generation that also evaluates how a brand is presented and speaks. Therefore, packaging, labeling, and communication are no longer 'supplementary elements' of a product but core factors determining brand trust and market competitiveness.