Mar 07, 2019
And other key insights into the newest generation of beauty consumers.
Young beauty enthusiasts demand more from the beauty industry than previous generations. Consumers between age 13 to 34—spanning the Gen Z and millennial generations—they’re seeking more transparency, inclusivity, and authenticity from beauty brands and marketers.
They have good reason to be demanding—as the largest and most diverse generation in history, Gen Z packs some serious purchasing power, a whopping $44 billion. Gen Zers are spending more on cosmetics than their Gen X parents, and they’re seeking products they won’t find on their mothers’ makeup counters. Together with millennials, they are used to taking selfies and posting to social media and tend to be hyper-conscious of the way they look, so when it comes to their beauty buying experience they want the best products out there. But, their desires don’t stop at smudge-proof eyeliner or cruelty-free shampoo.
A recent study by Viacom's Marketing and Partner Insights team explains how millennials and Gen Z are also the ones driving change in the industry. Technology is at the center of major shifts in beauty thanks to this mobile-savvy group. Diversity at the beauty counter is also on young adults’ list of demands. Retailers are working to give them what want.
"8 in 10 Gen Z teens and millennials said 'being yourself' is the phrase that best fits their personal definition of beauty."
"32% of Gen Z teens and millennials say that without YouTube tutorials, their look wouldn’t be nearly as good."
"78% of consumers say they purchase more cosmetics in-store rather than online. "