What is the trend of co-creation with gen z?

Collaborating with Gen Z consumers enables brands to develop products that directly address the beauty and lifestyle preferences of a socially conscious and digitally active generation.

What is the trend of digital-driven oral care?

As online presence and video communication grow, demand for innovative oral care products that ensure a camera-ready smile is reshaping the market landscape.

What is the trend of at-home beauty solutions?

The increasing popularity of at-home solutions is challenging traditional professional services by offering convenient and effective alternatives.

What are the implications for the oral care industry?

The oral care industry is embracing consumer-centric innovations that promise immediate and visible results, appealing to an audience seeking self-improvement and confidence-boosting products.

What are the implications for the digital beauty industry?

Digital beauty, influenced by the persistent presence of social media, is pushing the development of products that cater to a generation obsessed with achieving a flawless appearance.

What are the implications for the consumer-packaged goods industry?

The consumer-packaged goods industry is shifting towards personalized and co-created offerings that reflect the evolving desires and needs of the modern consumer.

Stain Removal Tooth Polishes : closeup white now

The Closeup White Now Range Was Co-Created with Gen Z Consumers

Laura McQuarrie — April 23, 2025 — Lifestyle

References: unilever

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A bright smile goes hand-in-hand with a digital-first generation that's constantly on social media, sharing moments and expressions in high definition every day, and the Closeup White Now range was designed to meet their needs. Co-created with and inspired by beauty-first Gen Z consumers, Closeup's White Now range features tooth polishes that remove stains, and a spray that protects against staining.

According to Unilever's online research, "57% of consumers said they are not comfortable facing others when their teeth are not white, and 62% admitted the colour of their teeth impacts their self-confidence."

These at-home oral care products meet the demand for effective solutions that deliver professional-level results with the convenience of products that can be easily incorporated into daily or weekly routines.

Trend Themes

Co-creation with Gen Z — Collaborating with Gen Z consumers enables brands to develop products that directly address the beauty and lifestyle preferences of a socially conscious and digitally active generation.
Digital-driven Oral Care — As online presence and video communication grow, demand for innovative oral care products that ensure a camera-ready smile is reshaping the market landscape.
At-home Beauty Solutions — The increasing popularity of at-home solutions is challenging traditional professional services by offering convenient and effective alternatives.

Industry Implications

Oral Care — The oral care industry is embracing consumer-centric innovations that promise immediate and visible results, appealing to an audience seeking self-improvement and confidence-boosting products.
Digital Beauty — Digital beauty, influenced by the persistent presence of social media, is pushing the development of products that cater to a generation obsessed with achieving a flawless appearance.
Consumer-packaged Goods — The consumer-packaged goods industry is shifting towards personalized and co-created offerings that reflect the evolving desires and needs of the modern consumer.

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