YOUTH 16/22

Young people have always launched and shaped global trends, and their preferences reflect not only current trends but those of the future. The 16 to 22-year-old generation has shifted from Generation X to “Generation Co”, thinking in terms of collaboration, co-creation… and above all connection. Symrise trend researchers took a closer look at the behaviors of young people: their connection with their world, with their lives and, more in depth, their connection with their beauty brands and products in terms of use and preferences.

Thanks to 900 door-to-door interviews with young adults in nine mega-cities (Barcelona, Berlin, London, Paris and Moscow in Europe, Chicago, Los Angeles, Miami, and New York City in the US), Symrise gained unique insight into consumer preferences in fine fragrance, antiperspirant/deodorant, shampoo and body-wash brands and products.

The research resulted in an interactive presentation entitled Youth 16/22 online, which shows which types of products appeal to young people in the US and Europe and what differences there are among countries. Generation Co also cares about connecting with communities. Six major tribes have been identified, and matching olfactory themes (for fine fragrance and personal care products) have been developed.

Symrise presents the findings of its research in tailor-made presentations for customers.