engleski

INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS

Purpose: This paper aims to compare Generation X, Generation Y, and Generation Z, and show their similarities and differences between them as consumers in the decorative cosmetics industry. The digital environment has created a new trend in the industry, and this paper aims to show the differences in acceptance of those trends between the mentioned generations. Methodology: An online survey was carried out on a sample of 445 female respondents from the Republic of Croatia. Primary research was conducted in March 2020 using the Computer Assisted Web Interviewing (CAWI) method. IBM SPSS Statistics 25 software has been used for statistical analysis and related tests, including Chi-square and Kruskal-Wallis test. Results: The respondents in this research are divided into three generations (Gen X, Gen Y, Gen Z), and this paper shows the differences between mentioned generations, what factors and what characteristics decorative cosmetics consumers find important in product selection, and what source of information they find relevant. Conclusion: Differences in consumers' behavior between generations are significant, each generation has its own pattern of behavior that requires a custom marketing approach, and the digital environment presents a specific challenge.

Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers

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