The DIY Cosmetic Boom Aligned with Gen Z Culture: The Rise of the Highly Functional ‘Spatula Holder’
Holiday beauty marketing, which reflects the tastes of Generation Z, is catching the eye. As the consumer trend becomes increasingly focused on “experience” beyond simple product purchases, customizing and decorating cosmetics is emerging as a new trend.
The Evolution of Self-Expression from ‘Tint Decorating’
Recently popular on SNS, “Tint Decorating” is a culture of customizing various lip products with stickers, straps, chains, etc., to showcase personal taste. This trend of reinterpreting a simple cosmetic item into a one-of-a-kind product is establishing itself as a form of self-expression beyond mere play.
The ways to decorate cosmetics are becoming increasingly diverse. Some use stone beads to embellish the packaging or utilize silicone molds to create custom accessories. Each detail perfectly reflects the user’s taste, imparting new meaning beyond the brand’s standardized design.
“Now, a crucial factor in choosing cosmetics is whether there’s room for my personal touch.”
This goes beyond simply liking cute and pretty things. A DIY approach that presupposes user participation now operates as the most direct means of reflecting Gen Z preferences.
Why is the Emergence of Spatulas Significant?
The customization boom has extended to hygiene tools related to cosmetic “contents”. This comes in the form of the rising popularity of spatulas.
Spatulas are typically mini-scoops used to hygienically take out creams, masks, lip balms, etc., instead of using fingers. Previously considered functional accessories, Gen Z has added an element of emotion to these tools.
The creation and use of custom spatula “holders” — tools for placing or storing spatulas — are spreading through communities. Spatula holders in cute shapes like bears, peaches, and grapes are not just decorative items but practical ones that can be made with relatively simple materials and methods, gaining attention as DIY content.
“The DIY spatula holder craze that started on social media has now become part of Gen Z’s beauty culture, elevating mere tools to ‘personal items’.”
This trend highlights the Generation Z attitude of interpreting effective hygiene management methods in a trendy way.
The Trend Highlighted by U.S. Laneige
There are brands that quickly responded to the trend. Last November, U.S. Laneige officially participated in the movement by releasing spatula holder accessories as official merchandise through their Instagram account.
This merchandise was not just a freebie attached to a product but was noteworthy in that the brand directly commercialized a trend spontaneously created by Gen Z on social media. Particularly in overseas markets, SNS videos featuring these holders being used gained over one million views, showcasing their significant impact.
“When a brand embodies the spontaneous culture of its consumers in its products, genuine empathy is formed.”
Laneige has essentially redefined its relationship with Gen Z by supporting users’ autonomous styling and creating a link between the brand and individuals.
The Brand Experience Created by Simple Goods
A distinct feature is how cosmetic goods have become more than simple details and have positioned themselves as part of a brand experience. Ideas that can be expanded with spatula holders, cosmetic cover decorating kits, and DIY dispensers further reinforce the idea that “cosmetics = customizable things.”
Previous mini-spoons or tweezers included with cosmetics were considered “part of the packaging”, but in the hands of Gen Z, they become ‘precious components’ to be decorated. In this manner, Gen Z exercises consumer power over packaging design, creating values beyond marketers’ planned concepts.
“When Gen Z decorates something, it means they added emotion to the brand. This is an action of a completely different dimension from straightforward purchases.”
As a result, spatula holder goods serve not as mere marketing products but as expanded product experiences imbued with user emotion.
Strategies to Engage Gen Z Participation
Marketing aimed at Generation Z is important because their influence extends beyond mere consumption to leading culture. The DIY cosmetics trend fulfills this generation’s desire for participation and creation, and when brands embrace this, it leads to even greater synergy.
For this generation, a product is more appealing not when it is a ‘finished state’ but when there is room for personal intervention – an ‘unfinished state’. By customizing with spatula holders and adding personal decorations, they expand consumer activity into an experience.
“A single decorated tint can change the mood of my day, which is unique to Gen Z.”
This suggests that future cosmetics marketing should consider how to open up ‘participation’ opportunities for users, beyond just making products.
In Conclusion
The trends of decorating cosmetics and spatula holders emerged at the crossroads of Gen Z’s creativity, hygiene, and desire for self-expression. When brands respect and actively reflect these spontaneous cultures, they can form genuine relationships beyond mere sales.
Leverage the various practical products provided by to realize Gen Z’s creative ideas following the cosmetic customizing trend. A beauty experience combining harmonious design and personal taste is completed with special value through .
