Gen Z is a generation that thinks ahead. According to an Afterpay report, 66% of Gen Z consumers have a savings account, while about 50% have a credit score of 661 or above, compared to just 39% of millennials. This proactive savviness even bleeds into the beauty space: meet collagen banking.
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Gen Z is a generation that thinks ahead. According to an Afterpay report, 66% of Gen Z consumers have a savings account, while about 50% have a credit score of 661 or above, compared to just 39% of millennials. This proactive savviness even bleeds into the beauty space: meet collagen banking.
What is Collagen Banking?
Collagen banking puts a conservation spin on anti-aging/prejuvenation by focusing on maintaining or even growing one’s collagen supply through one’s peak collagen production years, typically ages 25-34.
According to Mintel data cited by Kenvue, parent of Neutrogena, 58% of Gen Z begins worrying about aging by age 23.
Dermalogica Owns Collagen Banking
Gen Z plans ahead, whether it be finances or prejuvenation.Liza Summer at Pexels
The serum is premised on the idea that one’s collagen production declines 1% annually after age 30. By preserving one’s existing collagen in the moment, consumers will “have more for tomorrow,” Dermalogica argues, “supporting visibly plumper, more luminous skin and hydrating to help reduce the look of fine lines into the future.”
Neutrogena: Collagen Banking's New Entrant
Neutrogena, which is also seeking to engage Gen Z shoppers, has now thrown its hat into the collagen banking ring with the launch of its Collagen Bank range, comprising:
- the Neutrogena Collagen Bank Moisturizer, comprising popular retinol alternative bakuchiol;
- and the Neutrogena Collagen Bank Broad Spectrum SPF 30 Moisturizer
Taking a cue from the sunification of beauty, the SPF version of the formulation claims to target the leading culprit in diminished collagen: sun exposure.
The sunscreen features avobenzone (2.5%), homosalate (6%), octisalate (4.5%) and octocrylene (8%).
Both formulations comprise the brand’s micro-peptide as well as collagen.
The micro-peptide technology is reportedly 2x smaller than conventional anti-aging peptides, per Neutrogena, which allows for penetration of more than 10 layers of the skin.
In this way, the micro-peptides preserve the "skin's firming support matrix: elastin, pro-collagen, hyaluronic acid, fibronectin and decorin," according to the brand.
The Collagen Bank collection is designed as a viable alternative to in-office collagen-stimulating procedures, per Neutrogena, as well as higher-priced competitive products in the prestige space.
Neutrogena is Targeting Gen Z & Millennials via TikTok
"Collagen Bank is a cutting-edge solution for a generation of consumers looking to take a preventative approach to skin care," says Adam Ricciardone, global head of R&D, skin health and beauty at parent company Kenvue. "We know that millennials and Gen Z are trying a lot of different approaches to their skin care. Our scientifically proven formulation addresses their concerns and prioritizes long-term skin health at the same time."
The collection has launched exclusively on TikTok Shop as of July 2024 and is expanding across Amazon, Ulta Beauty, Walmart, Target and other retailers.
So, while Gen Z builds up its credit score, brands are giving these smart shoppers a chance to simultaneously save up their collagen for a rainy day.
