[Youth Now! Youth Trend Survey] Cosmetics Shift from 'Trying' to 'Thorough Research' – Gen Z Selects Based on 'Information' Not 'Testers'
Reaplus Inc. released a qualitative survey on Gen Z cosmetics purchasing behavior via their marketing service 'Youth Now!'. The study revealed a shift from conventional in-store trial purchases to a strategic process focused on avoiding failure through cross-platform SNS information comparison.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 24, 2026 at 00:59 (13h 27m after Collected)
Reaplus Inc. (Headquarters: Shibuya, Tokyo; CEO: Shion Matsumoto) conducted a 'Qualitative Survey on Cosmetics Purchasing Behavior' targeting Generation Z through its marketing service 'Youth Now!', which visualizes youth insights.
This survey highlighted a transformation from the traditional behavior of 'trying at the store before purchasing' to a purchasing process of making a 'choice that won't fail' by thoroughly comparing information across multiple SNS platforms.
### Survey Overview
- **Survey Name:** [Youth Now! Trend Survey] Gen Z Cosmetics Purchasing Behavior Insights
- **Conducted by:** Reaplus Inc.
- **Methodology:** Group Discussion (Qualitative Survey)
- **Duration:** Approx. 45 minutes per session
- **Participants:** 4 Gen Z females (3 working professionals, 1 university student)
- **Survey Date:** March 30, 2026
- **Objective:** To clarify changes in value standards for cosmetics purchasing and decision-making processes in the SNS era.
*Note: This is an exploratory survey aimed at clarifying the structure of behavior and values, rather than statistical quantitative data.
### Survey Summary (Excerpts)
#### 1. Cosmetics Purchasing: From 'Impulse' to 'Task'
Gen Z's cosmetics purchasing has changed into 'task-based consumption' triggered by clear needs such as:
- Running out of stock (depletion)
- Seasons, hair color, or events
Starting from these triggers, they follow a cycle of Search → Compare → Save → Bulk Purchase. In particular, the behavior of creating lists in advance and purchasing everything at once during major sales like Qoo10's 'Mega Discount' has become established.
#### 2. TikTok as the 'Entry Point,' Decision Making via Multi-Platform Verification
Gen Z does not complete their process on a single SNS but utilizes different platforms for specific roles:
- **TikTok:** Awareness & Search
- **YouTube:** Detailed Reviews
- **X / LIPS:** Reviews & Negative Verification
- **EC:** Price Comparison
Because they operate under the assumption that 'colors through filters' might be misleading, the act of 'fact-checking' across multiple sources has become mandatory.
### Implications for Companies and Brands
1. **Design an 'Alternative to Testers':** Visualization of ingredients, reviews, and comparisons is essential.
2. **Present 'Reasons Why You Won't Fail' First:** Eliminating risks is more important than highlighting benefits.
3. **Assume a Multi-Platform Strategy:** A single channel will not lead to a purchase.
4. **Create 'Content Worth Saving':** Adapt to the 'screenshot culture' geared toward major sales like Mega Discount.
### CEO Comment
'What struck me in this survey is how Gen Z's behavior has shifted from "enjoying cosmetics" to "selecting to avoid failure." They are extremely rational and make decisions only after thoroughly scrutinizing information. What companies need to do is not just convey appeal, but prove "why it won't fail." I believe future cosmetics marketing will center on "information design for verification" rather than the "experience of trying,"' said Shion Matsumoto, CEO of Reaplus Inc.
### About Reaplus Inc.
Reaplus provides solutions tailored to corporate challenges through unique research specialized in the younger generation using 'Youth Now!' and marketing design starting from SNS and content.
This survey highlighted a transformation from the traditional behavior of 'trying at the store before purchasing' to a purchasing process of making a 'choice that won't fail' by thoroughly comparing information across multiple SNS platforms.
### Survey Overview
- **Survey Name:** [Youth Now! Trend Survey] Gen Z Cosmetics Purchasing Behavior Insights
- **Conducted by:** Reaplus Inc.
- **Methodology:** Group Discussion (Qualitative Survey)
- **Duration:** Approx. 45 minutes per session
- **Participants:** 4 Gen Z females (3 working professionals, 1 university student)
- **Survey Date:** March 30, 2026
- **Objective:** To clarify changes in value standards for cosmetics purchasing and decision-making processes in the SNS era.
*Note: This is an exploratory survey aimed at clarifying the structure of behavior and values, rather than statistical quantitative data.
### Survey Summary (Excerpts)
#### 1. Cosmetics Purchasing: From 'Impulse' to 'Task'
Gen Z's cosmetics purchasing has changed into 'task-based consumption' triggered by clear needs such as:
- Running out of stock (depletion)
- Seasons, hair color, or events
Starting from these triggers, they follow a cycle of Search → Compare → Save → Bulk Purchase. In particular, the behavior of creating lists in advance and purchasing everything at once during major sales like Qoo10's 'Mega Discount' has become established.
#### 2. TikTok as the 'Entry Point,' Decision Making via Multi-Platform Verification
Gen Z does not complete their process on a single SNS but utilizes different platforms for specific roles:
- **TikTok:** Awareness & Search
- **YouTube:** Detailed Reviews
- **X / LIPS:** Reviews & Negative Verification
- **EC:** Price Comparison
Because they operate under the assumption that 'colors through filters' might be misleading, the act of 'fact-checking' across multiple sources has become mandatory.
### Implications for Companies and Brands
1. **Design an 'Alternative to Testers':** Visualization of ingredients, reviews, and comparisons is essential.
2. **Present 'Reasons Why You Won't Fail' First:** Eliminating risks is more important than highlighting benefits.
3. **Assume a Multi-Platform Strategy:** A single channel will not lead to a purchase.
4. **Create 'Content Worth Saving':** Adapt to the 'screenshot culture' geared toward major sales like Mega Discount.
### CEO Comment
'What struck me in this survey is how Gen Z's behavior has shifted from "enjoying cosmetics" to "selecting to avoid failure." They are extremely rational and make decisions only after thoroughly scrutinizing information. What companies need to do is not just convey appeal, but prove "why it won't fail." I believe future cosmetics marketing will center on "information design for verification" rather than the "experience of trying,"' said Shion Matsumoto, CEO of Reaplus Inc.
### About Reaplus Inc.
Reaplus provides solutions tailored to corporate challenges through unique research specialized in the younger generation using 'Youth Now!' and marketing design starting from SNS and content.