Reaplus Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Shion Matsumoto) conducted a qualitative survey on "Autumn Cosmetics and Skincare" targeting Gen Z women through its youth insight marketing service "Youth Now!".

This survey revealed that while autumn is the season with the highest motivation for beauty throughout the year, young people are not actively trying new products. Instead, they exhibit a highly rational purchasing behavior of "enjoying gradual changes while avoiding failures such as skin irritation".

Furthermore, unique autumn beauty insights emerged, including:

- Information gathering behavior that trusts third-party reviews over official websites - Strong wariness towards PR videos - Demand for replacing entire autumn cosmetic palettes - A desire for "natural, elegant, radiant" skin that complements hair color and autumn fashion

Survey Overview

Survey Name: Trend Insights on Autumn Cosmetics and Skincare for Gen Z

Organizer: Reaplus Inc.

Survey Method: Group Discussion (Qualitative Survey)

Participants: Gen Z men and women

Survey Date: June 17, 2026

Survey Summary (Excerpts)

1. Don't change basic skincare. But change serums and cosmetics.

For young people, basic skincare like lotions is the "foundation," and once they find a product that suits their skin, they don't change it easily. On the other hand, serums, lipsticks, and eyeshadows are recognized as relatively easy categories to experiment with, showing a tendency to clearly differentiate between "defense" and "offense." The timing of feeling the cold or dryness also serves as a major trigger for switching to an autumn regimen.

2. Decide purchases based on "verifying reviews" rather than "official websites."

Even after learning about a product on social media, it's rare for them to purchase it immediately. A common behavior is to thoroughly check reviews, including negative ones, across platforms like X, @cosme, Google Search, and third-party reviews. Information that "only lists merits" is particularly untrustworthy, revealing a reality where company-generated content alone does not lead to purchases.

3. In autumn, "replace the entire palette" rather than "add one color."

For limited edition autumn cosmetics, there is a strong need to "completely refresh the mood for autumn" rather than just "adding one color." However, for consumables like lipsticks, there is also high demand for "mini sizes" and "low-priced products," indicating a desire to try new items while minimizing the risk of failure. Official websites and advertisement photos are not trusted, and real information from third parties serves as the final decision-making factor.

*This release only includes excerpts of the results.

A full report, including results for all questions and detailed data, can be requested by contacting us via the link below.

Youth Now! is offering free marketing consultations, so please feel free to inquire about that as well.

Report Request: https://www.youthnow.jp/report/gen-z-autumn-cosmetics-skincare-trends

Download Report

Example Report Content

Defensive fixation fearing risk and offensive ingredient purchases through partial use

Distrust of official data and verification behavior for unbiased reviews

Examples of Implications for Companies and Brands

1 Appeal with "Autumn Outfit Appeal" rather than "Autumn Leaves."

It's important to design not just the scenery, but also how one will appear in that location.

2 Google Maps Optimization is as Important as SNS Optimization

Not only official photos but also the abundance of real photos and reviews from general users influence visit rates.

3 Sell "Avoiding Crowds" as a Value

Young people prioritize comfort over popularity. Visualizing crowd status and suggesting off-peak times can be a significant differentiator.

4 Simplify the Reservation and Payment Flow to the Extreme

Minimize the time from SNS to reservation completion, and design for reduced digital stress, such as group reservations and individual payments.

◼️ Representative Director's Comment

"This survey was impressive in showing that while young people are highly interested in beauty, the psychology of 'not wanting to fail' is stronger than the desire to 'try new things.' Even if they learn about a product on social media, they rarely purchase it directly, and it has become commonplace to check third-party reviews across multiple platforms. Autumn is also a season for updating one's overall beauty routine in line with changes in fashion and hair color. Moving forward, beauty marketing will require designing not only the product's functionality but also its connection to the season and lifestyle – 'why would someone want to use this product now?'"

<Profile> Representative Director, Reaplus Inc.

Shion Matsumoto

Born in 1999.

Analyzes the decision-making of Gen Z and Gen Alpha from three perspectives: "behavioral economics," "SNS data," and "practical field experience," across multiple businesses including advertising agency operations, influencer marketing, D2C, and research.

In the SNS era, adept at providing structural organization and practical implementation for marketing challenges such as "not selling even if it goes viral" and "not reaching young people," from the perspective of whose words are being heard and in what context.

Strengths include real management perspectives gained from operating multiple businesses and the ability to verbalize an understanding of young people without resorting to mere intuition.

Reaplus's Problem-Solving Support Specialized for Young People

It is important to structurally understand "why" Gen Z's behaviors and values emerge and "how" they spread, rather than just observing them as trends.

Reaplus provides solutions tailored to corporate challenges through both unique research specialized for young people utilizing YouthNow! and marketing design originating from SNS and content.

Services Provided (SERVICES)

1 Questionnaire Surveys

[See the reality of purchasing behavior through numbers]

Quantifies product usage scenarios and purchasing behavior to visualize Gen Z's decision-making patterns. Provides "evidence data" for target design and sales promotion strategies.

2 Influencer Interviews

[Explore emerging trends from the perspective of creators]

Interviews with influencers with tens of thousands to hundreds of thousands of followers. Analyzes the factors that create empathy from the "creators" of trends.

3 Group Interviews

[Capture moments of empathy in words]

Visualizes the emotional tone unseen in quantitative surveys through discussion sessions with 4-8 young people. Extracts "true feelings" and "unconscious needs" from conversations.

4 Gifting Surveys

[Measure how experience influences purchase intent]

Provides products and services to young people and visualizes changes in purchase intent alongside SNS posting. Discovers real voices after receiving the product, which differ from before use.

5 One-Stop Solution Proposals

[From data to implementation, as one team]

Analyzes survey results and translates them into marketing and advertising strategies. Designs actionable plans centered on insights.

6 Trend Survey Materials

[Observe the "now" of young people at a fixed point]

Periodically distributes reports summarizing youth trends across industries. Can be used as input for internal documents and future planning.

Assumed Usage Scenarios

Development of new products for young people / Support for rebranding

Verification of direction for SNS / influencer strategies

Design and effectiveness analysis of campaigns for the youth market

Youth Trend Reports / Custom Surveys, etc.

Companies and brands facing challenges in acquiring "young people/Gen Z and wanting to effectively approach the target"

Wanting to create a "brand experience that resonates with Gen Z users"

Wanting to utilize surveys like this for their own product development and marketing

Companies and brands facing the above challenges are welcome to consult with us for free marketing consultations!

▶︎ Contact Us Here

https://youthnow.jp

Inquiry

Company Overview

Company Name: Reaplus Inc.

Location: 9-8 Sarugaku-cho, Shibuya-ku, Tokyo Urban Park Daikanyama 0208

Representative: Shion Matsumoto, Representative Director

Establishment Date: July 20, 2023

Business Activities: Communication Produce Business / Insight Business /

Talent Support Business / Casting Business / Subsidy Support Business / D2C Business

HP: https://reaplus.jp/

note: https://note.com/reaplus_

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果
  • Organizations: X / @cosme / Google