Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Who is the Millennial beauty consumer?
- Diversity and an open mindset define Millennial generation – And their beauty needs
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- Figure 1: Generations, by race and Hispanic origin, 2016
- Millennials are more engaged in their beauty routines
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- Figure 2: Beauty routines – Ever do (net)*, by all women 18+ and Millennial women, December 2016
- They prefer the natural look – To an extent
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- Figure 3: Select attitudes toward appearance, by all women 18+ and Millennial women, December 2016
- Reaching the Millennial beauty consumer
- Results come first, ethical claims set products apart
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- Figure 4: Purchase influencers, any rank, by all women 18+ and Millennial women, December 2016
- Omnichannel shopping important, interactive shopping experiences keep them engaged
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- Figure 5: Interest and usage of interactive shopping experiences and apps - agree, December 2016
- YouTube and social media satisfy the need for research
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- Figure 6: Research habits and YouTube usage – Agree, December 2016
- Themes of authenticity, self-expression resonate
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- Figure 7: Attitudes toward self-expression and standing out, among Millennial women, December 2016
- What it means
The Market – What You Need to Know
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- Make-up, haircare, and skincare comprise most beauty sales
- Category comprised of three segments: Beauty Enthusiast, Occasional Beauty, and Basic Beauty
- Millennials are open-minded but feel misunderstood
- Women aged 22-39 increasingly spend more on beauty, shop online
- Diversity, student loan debt define Millennial generation
Market Breakdown
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- Make-up, haircare, and skincare make up most beauty sales
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- Figure 8: Share of total US retail sales of beauty products, by segment, at current prices, 2016*
- Larger segments drive growth
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- Figure 9: Percent change of US retail sales of beauty products, by segment, at current prices, 2016*
Beauty Segments
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- Beauty Enthusiast, Occasional Beauty, and Basic Beauty segments
- Beauty Enthusiast
- Occasional Beauty
- Basic Beauty
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- Figure 10: Millennial beauty enthusiast profile, December 2016
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- Figure 11: Millennial occasional beauty user profile, December 2016
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- Figure 12: Millennial basic beauty user profile, December 2016
Millennial Attitudes and Opinions
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- Millennials’ self-perceptions at odds with how they think others see them
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- Figure 13: Millennials’ perceptions of themselves, their generation, and how they think others perceive their generation – Correspondence analysis, February 2016
- Methodology
- Millennials are more open-minded than other generations
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- Figure 14: Millennials’ views on society – All issues, index to all, February 2016
- Millennials identify a need to disconnect from devices
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- Figure 15: Attitudes toward being connected, index to all, February 2016
- Humor catches their attention, authenticity is important
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- Figure 16: Seventh Generation + Maya Rudolph | Vajingle, June 2016
- Figure 17: Marketing preferences, indexed to all, February 2016
Millennial Spending and Shopping
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- Women aged 22-39 increase spend toward BPC over the past three years
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- Figure 18: Mean spend toward beauty segments in the past three months, by segment, April 2013-June 2016
- Online shopping preferred, reviews critical
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- Figure 19: Attitudes toward shopping, index to all, February 2016
- Premium products indicate quality, local products increasingly important
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- Figure 20: Perceptions of quality, index to all, February 2016
Millennials by the Numbers
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- Millennials make up one quarter of the US population
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- Figure 21: Share of US population by generation, 2012-21
- Millennial generation more diverse than older generations
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- Figure 22: Generations, by race and Hispanic origin, 2016
- As Millennials cut costs elsewhere, beauty can be an inexpensive splurge
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- Figure 23: Median household income, by age of householder, in thousands, 2014
Key Initiatives – What You Need to Know
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- Millennial-focused brands, interactive shopping, natural looks are “in”
- Products not riding the natural trend, mass and direct sales brands are “out”
- Brand extensions, diversity, new lifestages shape Millennials moving forward
What’s In?
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- Brands promoting authenticity, fun, self-expression reach Millennials
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- Figure 24: Usage of other brands of select beauty products among women aged 22-39, April 2011 – June 2016
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- Figure 25: Usage of M.A.C. products among select beauty segments by women aged 22-39, April 2011-June 2016
- Apps, interactive shopping experiences resonate
- Ethical and natural claims help set products apart
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- Figure 26: Sales of Burt’s Bees, Jason, Kiss My Face, and yes To, rolling 52 weeks 2015 and 2016
- Millennials prefer the natural look – To an extent
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- Figure 27: Select attitudes toward appearances, December 2016
What’s Out?
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- Products not riding the natural trend fail to reach Millennials
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- Figure 28: Select product usage, by all women and women aged 22-39, April 2015-June 2016
- Direct sales, mass brands struggle amongst sea of competitors
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- Figure 29: Usage of select mass and direct sales brands among women aged 22-39, April 2011-June 2016
What’s Next?
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- Trending brands capitalize through expansions
- Open-minded, diverse generation demands brands represent them
- Millennials’ beauty needs are changing as they age
The Consumer – What You Need to Know
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- Usage of beauty staples is widespread, Millennials overindex
- Special occasions require more complex routines
- Millennials more engaged than average in beauty, but still seek simplicity
- Millennials are results-driven, but consider ethical claims
- Research important to purchase process, interactive shopping resonates
- Samples and recommendations drive trial, social media makes an impact
- Natural looks resonate, but Millennials still want to look good
Product Usage
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- Usage of beauty staples is widespread, eye make-up usage rising
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- Figure 30: Usage of select beauty products, by women aged 22-39, April 2011-June 2016
- Millennial women overindex for usage of most beauty products
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- Figure 31: Beauty product usage, by all women, Millennials, younger Millennials, and older Millennials, April 2015-June 2016
Beauty Routines
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- Millennials more engaged in their beauty routines than other generations
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- Figure 32: Beauty routines – Ever do (net)*, by all women 18+ and Millennial women, December 2016
- Weekend looks can be more complex
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- Figure 33: Repertoire of beauty routines, weekday routine and weekend routine, December 2016
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- Figure 34: Beauty routines, by ever do (net)*, weekday routine and weekend routine, December 2016
- Millennials are more beauty-involved on special occasions
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- Figure 35: Beauty routines, by ever do (net)*, special occasions, and evening/going out routine, December 2016
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- Figure 36: Repertoire of beauty routines, by evening/going out routine and special occasion routine, December 2016
- Six in 10 beauty enthusiasts take 10+ steps
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- Figure 37: Repertoire of beauty routines – Ever do (net)*, by beauty segments, December 2016
- Hispanics more likely to have complex routines
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- Figure 38: Repertoire of beauty routines – Ever do (net)*, by Hispanic origin, December 2016
Time Spent, Skills, Experimentation, and Brand Choice
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- Millennials more engaged in beauty routines, but still seek simplicity
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- Figure 39: Time spent on beauty routine, skill level, experimentation, and brand type, by all women 18+ and Millennial women, December 2016
- Time, skill, experimentation, and brand engagement shape segments
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- Figure 40: Time spent on beauty routine and skill level, by beauty segment, December 2016
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- Figure 41: Experimentation and brand type, by beauty segment, December 2016
- Hispanics spend more time on beauty, more likely to experiment
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- Figure 42: Time spent on beauty routine and skill level, by Hispanic origin, December 2016
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- Figure 43: Experimentation and brand type, by Hispanic origin, December 2016
Purchase Influencers
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- Millennials are results-driven, ethical claims a secondary consideration
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- Figure 44: Purchase influencers, December 2016
- However, ethical claims are more important to Millennials
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- Figure 45: Purchase influencers, any rank, by all women 18+ and Millennial women, December 2016
- Beauty enthusiasts prioritize results, basic beauties seek ease of use
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- Figure 46: Select purchase influencers, any rank, by segment, December 2016
- Hispanics overindex for consideration of ethical claims
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- Figure 47: Purchase influencers, any rank, by Hispanic origin, December 2016
Shopping Behaviors
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- Multichannel shopping key to Millennial purchase process
- Interactive shopping experiences pique their interest
- YouTube more influential than apps
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- Figure 48: Shopping behaviors – Agree, December 2016
- Younger Millennials more invested in research, interactive shopping
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- Figure 49: Shopping behaviors –Agree, by older and younger Millennials, December 2016
- Beauty enthusiasts are engaged shoppers
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- Figure 50: Shopping behaviors – Agree, by beauty segment, December 2016
- Hispanics highly engaged in shopping for beauty
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- Figure 51: Shopping behaviors – Agree, by Hispanic origin, December 2016
Purchase Drivers
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- Samples, recommendations encourage Millennials to try something new
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- Figure 52: Purchase drivers – Any rank (net)*, by all women 18+ and Millennial women, December 2016
- Online influencers more important to younger Millennials
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- Figure 53: Select purchase drivers, by older and younger Millennials, December 2016
- YouTube drives purchases among Beauty Enthusiasts
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- Figure 54: Select purchase drivers, by beauty segment, December 2016
- Social media inspires Hispanics’ beauty purchases
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- Figure 55: Select purchase drivers, by Hispanic origin, December 2016
Attitudes towards Appearance
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- Natural looks resonate, but Millennials still want to look good
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- Figure 56: Attitudes toward appearance, by all women 18+ and Millennial women, December 2016
- Older Millennials concerned about aging, younger Millennials focus on self-expression
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- Figure 57: Attitudes toward appearance, by older and younger Millennials, December 2016
- Beauty Enthusiasts see their appearance as a big part of their identity
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- Figure 58: Select attitudes toward appearance, by beauty segments, December 2016
- Natural look not resonating as much with Hispanics
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- Figure 59: Attitudes toward appearance, by Hispanic origin, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Key Initiatives
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- Figure 60: Base sizes for women aged 22-39 brand usage, April 2011-June 2016
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- Figure 61: Usage of facial cleansing brands among women aged 22-39, April 2011-June 2016
- Figure 62: Usage of foundation/concealer brands among women aged 22-39, April 2011-June 2016
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- Figure 63: Usage of blusher/bronzer brands among women aged 22-39, April 2011-June 2016
- Figure 64: Usage of eye make-up brand usage (net)* among women aged 22-39, April 2011-June 2016
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- Figure 65: Usage of mascara brands among women aged 22-39, April 2011-June 2016
- Figure 66: Usage of lipstick & lip gloss brands among women aged 22-39, April 2011-June 2016
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- Figure 67: Usage of shampoo brands among women aged 22-39, April 2011-June 2016
- Figure 68: Usage of hair conditioner brands among women aged 22-39, April 2011-June 2016
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- Figure 69: Usage of hairspray brands among women aged 22-39, April 2011-June 2016
- Figure 70: Usage of hair styling product brands among women aged 22-39, April 2011-June 2016
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- Figure 71: Usage of nail polish and nail care brands among women aged 22-39, April 2011-June 2016
- Figure 72: Usage of perfume brands among women aged 22-39, April 2011-June 2016
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Appendix – Consumer
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- Figure 73: Millennials’ generational perceptions, February 2016
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- Figure 74: Types of professional services used, by all women aged 18+ and women aged 22-39, April 2015-June 2016
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- Figure 75: Product usage, by women aged 22-39, April 2015-June 2016
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- Figure 76: Product usage, by all women, Millennials, younger and older Millennials, April 2015-June 2016
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- Figure 77: Millennial product usage, part 1, by race and Hispanic origin, April 2015-June 2016
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- Figure 78: Millennial product usage, part 2, by race and Hispanic origin, April 2015-June 2016
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