Exploring the Relationship Between Generation Z's Beauty Experience and Brand Loyalty: A Comprehensive Study in the Experience Economy Era

In the era of the experience-driven economy, consumer demands are evolving towards highly personalized and unique service experiences. Concurrently, demographic shifts, particularly the rise of Generation Z, forecast a significant change in consumer behavior within the beauty industry. This generation, known for its emphasis on diverse beauty facets, significantly influences the cosmetics market. However, amidst fierce brand competition, Generation Z exhibits a declining sense of brand loyalty amid a multitude of options. This study aims to investigate the relationship between Generation Z's preferences in beauty experiences and their loyalty towards specific brands. To accomplish this, a comprehensive “Demand-Experience-Loyalty” framework was developed, using theoretical perspectives. In-Dept interviews were conducted, unveiling the intricate details of Generation Z's consumption experiences of beauty products. The encoded findings provided invaluable insights that delineate the nuanced demands and unique attributes of this demographic segment, enabling brands to better understand their target audience. The research underscores the pivotal role of products as the central driver of the consumer experience, with communication serving as a guiding force in purchase decisions. Simultaneously, service and environment support and fortify these experiences. Moreover, a distinctive pattern of loyalty behavior, tethered to specific product categories, was observed among Generation Z consumers. This sheds light on the dynamic interplay among loyalty, consumer needs, and experience domains, serving as a crucial guide for future strategies in both academic discourse and practical brand management.