{"id":1236,"date":"2020-08-07T18:38:15","date_gmt":"2020-08-07T16:38:15","guid":{"rendered":"https:\/\/blog.weareprovital.com\/?p=1236"},"modified":"2023-07-03T15:45:01","modified_gmt":"2023-07-03T13:45:01","slug":"zrownowazone-kosmetyki","status":"publish","type":"post","link":"https:\/\/blog.weareprovital.com\/pl\/zrownowazone-kosmetyki\/","title":{"rendered":"Dlaczego Pokolenie Z wybiera zr\u00f3wnowa\u017cone kosmetyki?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Pi\u0119kno i wyra\u017canie siebie id\u0105 w parze. Niezale\u017cnie od tego, czy jest to promocja celebryt\u00f3w, marki luksusowe czy zr\u00f3wnowa\u017cone kosmetyki, wybierane produkty maj\u0105 silny zwi\u0105zek z to\u017csamo\u015bci\u0105. Dlatego konsumenci decyduj\u0105 si\u0119 na marki, kt\u00f3re rezonuj\u0105 z ich warto\u015bciami. Dotyczy to szczeg\u00f3lnie m\u0142odszych konsument\u00f3w, kt\u00f3rzy uwa\u017caj\u0105, \u017ce ich wygl\u0105d ma fundamentalny zwi\u0105zek z tym, kim s\u0105. Wed\u0142ug bada\u0144 rynku przeprowadzonych przez <a rel=\"noreferrer noopener\" href=\"https:\/\/www.fbicgroup.com\/sites\/default\/files\/Gen%20Z%20Report%202016%20by%20Fung%20Global%20Retail%20Tech%20August%2029,%202016.pdf\" target=\"_blank\">Fung Retail &amp; Technology Group<\/a>, Pokolenie Z &#8211; czyli ludzie urodzeni po 1996 roku &#8211; przywi\u0105zuje du\u017c\u0105 wag\u0119 do wygl\u0105du, poniewa\u017c jest to pierwsze pokolenie, kt\u00f3re praktycznie dorasta\u0142o w mediach spo\u0142eczno\u015bciowych. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Jednak wygl\u0105d to tylko niewielka cz\u0119\u015b\u0107 historii Generacji Z. Chocia\u017c deklarowane obawy dotycz\u0105ce wizerunku czyni\u0105 z nich wa\u017cny rynek docelowy dla bran\u017cy kosmetycznej, Gen. Z maj\u0105 silne przekonania etyczne. M\u0142odsze pokolenia bardziej ni\u017c kiedykolwiek martwi\u0105 si\u0119 o sw\u00f3j wp\u0142yw na \u015brodowisko, a co za tym idzie, cz\u0119\u015bciej wybieraj\u0105 etyczne, ekologiczne marki, aby zaspokoi\u0107 swoje zapotrzebowanie na kosmetyki i produkty do piel\u0119gnacji cia\u0142a. Dlatego, aby przyci\u0105gn\u0105\u0107 t\u0119 wa\u017cn\u0105 i rosn\u0105c\u0105 baz\u0119 klient\u00f3w, przemys\u0142 kosmetyczny musi odwo\u0142ywa\u0107 si\u0119 do warto\u015bci Pokolenia Z. <\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-787ba5f5-1061-4366-b37c-3855b155e6c1'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-787ba5f5-1061-4366-b37c-3855b155e6c1' id='hs-cta-787ba5f5-1061-4366-b37c-3855b155e6c1'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/787ba5f5-1061-4366-b37c-3855b155e6c1\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-787ba5f5-1061-4366-b37c-3855b155e6c1\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/787ba5f5-1061-4366-b37c-3855b155e6c1.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, '787ba5f5-1061-4366-b37c-3855b155e6c1', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.weareprovital.com\/pl\/zrownowazone-kosmetyki\/#Pokolenie_Z_od_slow_do_czynow\" >Pokolenie Z: od s\u0142\u00f3w do czyn\u00f3w<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.weareprovital.com\/pl\/zrownowazone-kosmetyki\/#Dlaczego_marki_powinny_korzystac_z_roznorodnosci_aby_dotrzec_do_Pokolenia_Z\" >Dlaczego marki powinny korzysta\u0107 z r\u00f3\u017cnorodno\u015bci aby dotrze\u0107 do Pokolenia Z<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.weareprovital.com\/pl\/zrownowazone-kosmetyki\/#Opracowanie_roznorodnych_i_zrownowazonych_kosmetykow_dla_nowej_generacji_konsumentow\" >Opracowanie r\u00f3\u017cnorodnych i zr\u00f3wnowa\u017conych kosmetyk\u00f3w dla nowej generacji konsument\u00f3w<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pokolenie_Z_od_slow_do_czynow\"><\/span>Pokolenie Z: od s\u0142\u00f3w do czyn\u00f3w <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Konsumenci kosmetyk\u00f3w i produkt\u00f3w do piel\u0119gnacji z Pokolenia Z aktywnie poszukuj\u0105 produkt\u00f3w, kt\u00f3re odpowiadaj\u0105 ich warto\u015bciom. Badania sugeruj\u0105, \u017ce 67% konsument\u00f3w urodzonych po 1996 roku przesta\u0142oby korzysta\u0107 z marki, gdyby czuli, \u017ce stosuje nieetyczne praktyki (Lightspeed \/ Mintel). W zwi\u0105zku z tym konsumenci Pokelnia Z szukaj\u0105 zr\u00f3wnowa\u017conych kosmetyk\u00f3w, z siln\u0105 tendencj\u0105 do przestrzegania zasad dotycz\u0105cych zapobiegania powstawania odpad\u00f3w, produkt\u00f3w nieopakowanych, wielokrotnego u\u017cytku i do nape\u0142niania. Tymczasem, 55% konsument\u00f3w stwierdzi\u0142o, \u017ce kupuj\u0105 tylko produkty kosmetyczne wolne od okrucie\u0144stwa. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By\u0107 mo\u017ce najwa\u017cniejsz\u0105 cech\u0105 Pokolenia Z jest to, \u017ce nie boi si\u0119 ono oto, \u017ce jego g\u0142os jest s\u0142yszany. Wiele marek kosmetycznych by\u0142o przedmiotem z\u0142ej s\u0142awy oraz bojkotu po ujawnieniu informacji na temat test\u00f3w na zwierz\u0119tach. Za przyk\u0142ad mo\u017ce s\u0142u\u017cy\u0107 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.independent.co.uk\/life-style\/fashion\/nars-cosmetics-boycott-cruelty-free-brand-no-longer-consumers-chinese-market-china-animal-a7814466.html\" target=\"_blank\">krytyka, kt\u00f3rej do\u015bwiadczy\u0142a marka NARS<\/a> po rozszerzeniu swojego rynku na Chiny, gdzie testy na zwierz\u0119tach by\u0142y obowi\u0105zkowe. W wyniku zawstydzaj\u0105cej kampanii #boycottnars na Twitterze, firma zosta\u0142a zmuszona do z\u0142o\u017cenia odpowiedniego o\u015bwiadczenia publicznego na temat swojej decyzji. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dlaczego_marki_powinny_korzystac_z_roznorodnosci_aby_dotrzec_do_Pokolenia_Z\"><\/span>Dlaczego marki powinny korzysta\u0107 z r\u00f3\u017cnorodno\u015bci aby dotrze\u0107 do Pokolenia Z<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"> Z pewno\u015bci\u0105 wygl\u0105d jest wa\u017cny dla Generacji Z, ale ich standardy pi\u0119kna s\u0105 jednymi z najbardziej zmiennych i indywidualnych, jakie kiedykolwiek widzia\u0142 rynek. Rzeczywi\u015bcie, w miar\u0119 wzrostu tego pokolenia oraz jego si\u0142y nabywczej, firmy b\u0119d\u0105 musia\u0142y znale\u017a\u0107 kreatywne sposoby reagowania na t\u0119 p\u0142ynno\u015b\u0107. Na przyk\u0142ad marki kosmetyczne powinny d\u0105\u017cy\u0107 do opracowania produkt\u00f3w, kt\u00f3re mo\u017cna dostosowywa\u0107 tak, aby konsumenci mogli eksperymentowa\u0107 z r\u00f3\u017cnymi wygl\u0105dami i technikami. Wyr\u00f3\u017cniaj\u0105c\u0105 si\u0119 zmian\u0105 jest r\u00f3wnie\u017c to, \u017ce konsumenci odchodz\u0105 od stereotyp\u00f3w zwi\u0105zanych z p\u0142ci\u0105 i przyjmuj\u0105 neutralno\u015b\u0107. Wed\u0142ug bada\u0144, 64% generacji Z uwa\u017ca, \u017ce produkty do piel\u0119gnacji nie powinny by\u0107 klasyfikowane wed\u0142ug p\u0142ci (Lightspeed \/ Mintel), co podkre\u015bla odrzucenie tradycyjnej interpretacji p\u0142ci. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Opracowanie_roznorodnych_i_zrownowazonych_kosmetykow_dla_nowej_generacji_konsumentow\"><\/span>Opracowanie r\u00f3\u017cnorodnych i zr\u00f3wnowa\u017conych kosmetyk\u00f3w dla nowej generacji konsument\u00f3w<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"> Generacja Z szybko staje si\u0119 jednym z najwa\u017cniejszych konsument\u00f3w bran\u017cy kosmetycznej. Wed\u0142ug krajowej federacji handlu detalicznego, Pokolenie Z cechuje si\u0119 <a rel=\"noreferrer noopener\" href=\"https:\/\/nrf.com\/media-center\/press-releases\/despite-living-digital-life-98-percent-generation-z-still-shop-store\" target=\"_blank\">si\u0142\u0105 nabywcz\u0105 44 bilion\u00f3w dolar\u00f3w<\/a> tylko w Stanach Zjednoczonych. W 2020 b\u0119dzie ono stanowi\u0142o 40% ca\u0142ej bazy konsumenckiej w kraju, dlatego wa\u017cne jest, aby bran\u017ca kosmetyczna i piel\u0119gnacyjna dostosowa\u0142a swoje preferencje do strategii marki. W przypadku Pokolenia Z, to\u017csamo\u015b\u0107 i warto\u015bci maj\u0105 kluczowe znaczenie dla decyzji zakupowych. Dlatego sektor urody powinien d\u0105\u017cy\u0107 do etycznych praktyk obejmuj\u0105cych r\u00f3\u017cnorodno\u015b\u0107, tworz\u0105c zr\u00f3wnowa\u017cone kosmetyki i kampanie marketingowe sprzyjaj\u0105ce w\u0142\u0105czeniu spo\u0142ecznemu.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-61d3eea1-ba6d-47a2-a4ce-75c097a16edf'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-61d3eea1-ba6d-47a2-a4ce-75c097a16edf' id='hs-cta-61d3eea1-ba6d-47a2-a4ce-75c097a16edf'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/61d3eea1-ba6d-47a2-a4ce-75c097a16edf\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-61d3eea1-ba6d-47a2-a4ce-75c097a16edf\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/61d3eea1-ba6d-47a2-a4ce-75c097a16edf.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, '61d3eea1-ba6d-47a2-a4ce-75c097a16edf', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pi\u0119kno i wyra\u017canie siebie id\u0105 w parze. Niezale\u017cnie od tego, czy jest to promocja celebryt\u00f3w, marki luksusowe czy zr\u00f3wnowa\u017cone kosmetyki, [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-1236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wspieranie-wszystkich-odzajow-piekna"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dlaczego Pokolenie Z wybiera zr\u00f3wnowa\u017cone kosmetyki?<\/title>\n<meta name=\"description\" content=\"Wygl\u0105d jest wa\u017cny dla Pokolenia Z, ale wa\u017cne s\u0105 r\u00f3wnie\u017c warto\u015bci - dlategoprzemys\u0142 kosmetyczny powinien wspiera\u0107 r\u00f3\u017cnorodno\u015b\u0107 i zr\u00f3wnowa\u017cone kosmetyki.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.weareprovital.com\/pl\/zrownowazone-kosmetyki\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dlaczego Pokolenie Z wybiera zr\u00f3wnowa\u017cone kosmetyki?\" \/>\n<meta property=\"og:description\" content=\"Wygl\u0105d jest wa\u017cny dla Pokolenia Z, ale wa\u017cne s\u0105 r\u00f3wnie\u017c warto\u015bci - 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