Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- The iGeneration is smaller with less spending power than Millennials
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- Figure 1: Share of US population, by generation, 2018 (est)
- Younger iGens rely heavily on parents
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- Figure 2: Parents involvement in shopping among younger iGens, by age, December 2017
- Engagement is based on age
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- Figure 3: Resources for learning about beauty products, by younger and older iGens, December 2017
- The opportunities
- Increased diversity equals more opportunities
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- Figure 4: Distribution of race and Hispanic origin, iGeneration vs total, 2018
- Make shopping for beauty a fun, easy experience
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- Figure 5: Like shopping for beauty products, by age, December 2017
- Keep it natural
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- Figure 6: Interest in natural beauty products – Any use or interest (net)*, natural purchase influencer, older iGens, December 2017
- What it means
The Market – What You Need to Know
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- Color cosmetics looms large, fragrance continues to struggle
- iGens are a smaller, but diverse generation
- The iGeneration is more socially conscious, develops with age
Market Breakdown
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- Color cosmetics commands highest overall spend
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- Figure 7: Share of sales in beauty and personal care market, by segment, 2017 (est)
- Larger, diverse categories show stable growth
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- Figure 8: Percentage change in beauty and personal care sales, by segment, 2016-17 (est)
Who are the iGens?
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- iGens smaller in size and spending power compared to Millennials
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- Figure 9: Share of US population, by generation, 2018 (est)
- iGens more diverse than previous generations
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- Figure 10: Distribution of race and Hispanic origin, iGeneration vs total, 2018
- Working iGens are a small market, with a small income
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- Figure 11: Percent of salary earned weekly, Spring 2014-17
- Number of iGens earning allowance on the decline
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- Figure 12: Percent of teens that receive allowance, Spring 2014-17
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- Figure 13: Percent of allowance amount earned weekly, Spring 2014-17
- Makeup spend declined in 2017
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- Figure 14: Percent of spend on makeup, Spring 2014-17
- iGens want to make the world a better place
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- Figure 15: iGen issues, tween/teen and adult iGens, March 2017
Key Players – What You Need to Know
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- Influencer collaborations resonate with researchers
- Simple BPC is easy for younger iGens to adopt into routines
- Inclusivity goes beyond skin tone
- iGens want more than just natural
What’s Working?
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- Influencer beauty brands build a following among older iGens
- Simple BPC products are easy for iGens and their parents
What’s Next?
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- Genderless – Easy and inclusive
- iGens expect more from natural
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- Figure 16: Purchase influencers – Natural, any rank (net), by age, December 2017
The Consumer – What You Need to Know
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- iGens adopt more steps in their beauty routines as they age
- Reliance on social media comes with age
- BPC products give female iGens a confidence boost
- Parents have the majority of purchasing power, choose mass retailers
- Familiar, easy to use products resonate with iGens
- Parents have the largest influence on iGens, until they are 18
- IGens are interested in multitaskers and customization
Beauty Routines
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- Younger iGens adopt simple beauty routines
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- Figure 17: Beauty routines, Younger iGens, December 2017
- Most younger iGens complete between 3-4 steps
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- Figure 18: Repertoire of beauty routines, younger iGens, December 2017
- Beauty routines become more advanced as iGens mature
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- Figure 19: Beauty routines, younger iGens by age, December 2017
- Older iGens more engaged in their beauty routines
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- Figure 20: Beauty routines – Ever do (net)*, November 2017
Resources for Learning about Beauty Products
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- Younger iGens learn about BPC from parents, older iGens use social media
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- Figure 21: Resources for learning about beauty products, by all, younger, and older iGens, December 2017
- Older iGens use multiple resources
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- Figure 22: Repertoire analysis of resources for learning about beauty products, older iGens, December 2017
- Younger female iGens rely on trusted friends and family
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- Figure 23: Resources for learning about beauty products, younger iGens by gender, December 2017
- Older female iGens turn to social media over family
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- Figure 24: Resources for learning about beauty products, older iGens by gender, December 2017
Reasons for Using Beauty Products
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- Younger iGens want to look and smell good
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- Figure 25: Reasons for using beauty products, younger iGens, December 2017
- 15-17-year-olds more invested in beauty and personal care
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- Figure 26: Reasons for using beauty products, younger iGens by age, December 2017
- Younger female iGens have a greater connection to BPC
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- Figure 27: Reasons for using beauty products, younger iGens by gender, December 2017
- Confidence from using BPC products grows with age
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- Figure 28: Reasons for using beauty products, older iGens, December 2017
- Older female iGens gain more confidence from BPC than men
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- Figure 29: Reasons for using beauty products, older iGens by gender, December 2017
Retailers Shopped by Channel
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- Older iGens choose convenient retailers, regardless of channel
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- Figure 30: Retailers shopped by channel, older iGens, December 2017
- Specialty retailers create a fun, learning experience for female iGens
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- Figure 31: Retailers shopped (any channel), older iGens by gender, December 2017
Purchase Influencers
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- Scent is important to iGens
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- Figure 32: Purchase influencers by rank, younger iGens, December 2017
- Older iGens are influenced by natural, easy to use
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- Figure 33: Purchase influencers by rank, older iGens, December 2017
- Older iGens value aesthetics, influencers
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- Figure 34: Purchase influencers, any rank (net), by all, younger, and older iGens, December 2017
Attitudes and Behaviors toward Shopping
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- Younger iGens rely on parents for purchases
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- Figure 35: Attitudes and behaviors toward shopping, younger iGens, December 2017
- Relationship with technology grows with iGens
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- Figure 36: Attitudes and behaviors toward shopping, younger iGens by age, December 2017
- Most older iGens are buying products on their own
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- Figure 37: Attitudes and behaviors toward shopping, all and older iGens, December 2017
Interest in Beauty Trends
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- Older iGens keep it natural
- Products that promote individualism resonate with older iGens
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- Figure 38: Interest in beauty trends, older iGens, December 2017
- Multi-purpose beauty products appeal to younger iGens
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- Figure 39: Interest in beauty trends, younger iGens, December 2017
- Younger female iGens are more adventurous than males
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- Figure 40: Interest in beauty trends, younger iGens by gender, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
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