Customer Behaviour of Gen Z in Skincare

This thesis examines the consumer behavior of Generation Z in the field of skincare, which represents a significant and rapidly growing segment of the cosmetics market. The aim of this thesis is to evaluate the key factors influencing the purchasing decisions of this target group and to compare current trends, preferences, and motivations in the global, European, and Czech markets. The theoretical section defines the concept of consumer behavior in the context of skincare and characterizes Generation Z as a specific segment with strong ties to the digital environment. This is followed by a market analysis focused on the market’s development, structure, and competitive environment. The empirical section is based on quantitative research in the form of a questionnaire survey, supplemented by qualitative in-depth interviews with industry experts, which provides a comprehensive view of consumer decision-making processes. Based on these findings, recommendations are formulated for the marketing strategies of skincare brands, focusing on effective segmentation, positioning, the use of digital channels, and building long-term customer loyalty.