Unveiling the Desires of Gen Z in France: Discover the Alluring Trends American Beauty Brands Must Embrace!
Imagine a giant, vibrant ball pit—not for children, but teens and young adults—filled with biodegradable confetti instead of plastic balls. This scene was brought to life by Glossier, the American beauty brand, at their pop-up shop in Paris, promoting their latest fragrance, Fleur. The interactive setup allowed visitors to wade through purple confetti toward a towering pile crowned by a bottle of the new scent. When a visitor claimed this bottle, it triggered an artificial intelligence to craft a personalized poem displayed on a nearby screen. “You hold fleur with grace / beneath lavender light / your gaze tranquil elegance,” one poem read, capturing the moment for Jeanne Melman, a 17-year-old high school student.
Melman represents a growing demographic that Glossier has captivated since its inception 11 years ago—Generation Z, or Génération Zède in France. This cohort, including Melman and her friends, holds Glossier in high regard alongside other American exports. Melman reminisced about trying a Krispy Kreme doughnut after its arrival in France in 2023, describing it as “good but not exceptional.” Her trip to visit a pen pal in Cincinnati introduced her to pickleball, which she found intriguing.
Glossier, renowned for enhancing natural beauty with its skincare and makeup products, has steadily gained traction among French consumers since they began shipping to France in 2018. Despite being home to legendary perfume and cosmetics giants like L’Oreal, Lancôme, Estée Lauder, and Chanel, France represents a significant audience for Glossier, with the country ranking fifth in social media engagement according to Kyle Leahy, Glossier’s CEO. However, sales in France lag due to the absence of a permanent physical retail location; fans can currently only purchase in person through pop-up events.
The allure of Glossier among young people was highlighted by Clémentine Stahl, a 15-year-old student who described the brand’s image as “cooler” compared to traditional French brands, which she views as more classical. While waiting at the Fleur pop-up, Clémentine and her 17-year-old cousin Agathe Bernardi also expressed their fondness for other young American beauty brands like Rhode, founded by Hailey Bieber, and Rihanna’s Fenty Beauty. Stahl even opined that “the best pop stars come from America.”
Dorothée Thiam, a 20-year-old psychology student at Paris Nanterre University, pointed out Gen Z’s inclination towards brands that mirror their personal identities. She highlighted the significant impact of Glossier and Fenty Beauty’s engagement with Black consumers, noting that “representation is so important.” Thiam appreciates seeing herself reflected in the brands she supports, which she feels is crucial in her purchasing decisions.
Marie Olivier, a 22-year-old political science master’s student at Paris-Saclay University, shared her appreciation for brands that promote individuality over prescriptive ideals. Olivier finds inspiration in American trends that encourage people to embrace their unique lifestyles and personalities, aligning with Glossier’s ethos.
Glossier’s name, a bit of a play on words inspired by the French term “dossier” and the Into the Gloss website, reflects its foundational mission to showcase diverse beauty routines. While particularly beloved by Gen Z, Glossier’s reach spans generations. CEO Kyle Leahy noted the brand’s cross-generational appeal, with mothers and daughters shopping together—a testament to its broad, inclusive charm. The pop-up even drew in devoted fathers, such as one who meticulously followed his daughter’s directive to capture images and purchase the new Fleur perfume along with some Cloud Paint blush.
Original Source: https://www.nytimes.com/2025/04/03/style/glossier-gen-z-beauty-france.html
Category : Cosmetics and Toiletries,Generation Z,Pop-Up Stores and Restaurants,Perfumes and Fragrances,Glossier,Paris (France)
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Publish Date: 2025-04-03 21:24:00
