- Contents
- *Overview
- What you need to know
- Products covered in this Report
- Mintel generation definitions
What you need to know
As the largest generation in the UK, appealing to Millennials is important but challenging. This generation dislikes being labelled and therefore requires more sensitive communication from brands and ambassadors that feels relatable and inclusive.
Innovation targeting Millennials has taken two routes: one uses light-hearted names and fun, stylish packaging, while the other is more reflective of the lifestyle shift we see in this generation. However not all branding and innovation needs to dazzle; Millennials’ highly-involved routine means products that can fit into busy lifestyles and save time are likely to gain traction. Similarly they look for brands that are easy to find whilst shopping, often at high street retailers which they consider trustworthy.
Products covered in this Report
Throughout this Report, references to ‘BPC products’ denote items from the following categories:
Facial skincare
Hand and body products, including skincare, body wash and soap
Colour cosmetics
Haircare
Hair colourants.
Mintel generation definitions
Generation Alpha – born 2013-present
Generation Z – born 2000-2012
Millennials – born 1980-99
Millennials (younger) – born 1990-99
Millennials (older) – born 1980-89
Generation X – born 1965-79
Baby Boomers – born 1946-64
Swing Generation/World War II – born 1945 or before.
