'Popular Cosmetics' Are No Longer Enough. How Do Fashionable Gen Z Consumers Verify 'Information for Themselves'?

Style-Arena (style-arena.jp), operated by the Japan Fashion Association, conducted street interviews to explore the cosmetic purchasing behavior of fashionable Gen Z consumers. In today's information-saturated world, consumers do not simply purchase 'products that are said to be good.' To resolve doubts such as 'Does it only look good because it's them?' or 'Will it suit my skin?', they cross-reference SNS and reviews to verify if the information applies to them. The survey revealed that 'delivering information widely' and 'delivering information as relevant to the individual' are entirely different realities. In current cosmetic purchasing, 'popularity' or 'buzz' alone is rarely the deciding factor. What matters is not just 'what to convey,' but to whom, what kind of information, and how specifically it is delivered. Style-Arena will continue to track real trends in Gen Z beauty and fashion, conducting surveys that can serve as hints for marketing and product development.