Table of Contents
Executive Summary
-
- The market
- Big spending potential
-
- Figure 1: Age structure of the UK population (projected), 2018
- Companies and brands
- Part of your world
- Building on a theme
- The consumer
- First impressions
-
- Figure 2: Reasons for importance of appearance (all vs Millennials), September 2018
- Love what you do
-
- Figure 3: Beauty and grooming behaviours (“yes” responses only) (all vs Millennials), September 2018
- Save me
-
- Figure 4: Reasons for buying new beauty/grooming products (all vs Millennials), September 2018
- Covering the basics
-
- Figure 5: Important qualities in a beauty/grooming brand (all vs Millennials), September 2018
- Someone to look up to
-
- Figure 6: Important qualities in a beauty/grooming brand ambassador (all vs Millennials), September 2018
- The benefits of browsing
-
- Figure 7: Correspondence analysis for beauty/grooming retailers amongst Millennials, September 2018
- Here to stay
-
- Figure 8: Awareness and experience of trends amongst Millennials, September 2018
- What we think
Issues and Insights
-
- Positive messages are landing
- The facts
- The implications
- What about Millennial men?
- The facts
- The implications
The Market – What You Need to Know
-
- Big spenders
- The good, the bad, and the digital
Market Drivers
-
- Millennials are the largest generation
-
- Figure 9: Age structure of the UK population (projected), 2018
- Older Millennials feeling the pinch
-
- Figure 10: How respondents would describe their current financial situation (all vs Millennials), August 2018
- Interest in ethics
-
- Figure 11: Attitudes towards ethical beauty and grooming brands (all vs Millennials), September 2017
- Social media detox
- A force for good
- Millennials look to professionals
-
- Figure 12: Trusted sources of BPC advice (all vs Millennials), June 2018
Companies and Brands – What You Need to Know
-
- Part of your world
- Building on a theme
Innovation and Marketing Activity
-
- Fitting into Millennial lifestyles
- Embracing ethics
-
- Figure 13: Share of UK BPC launches with natural or ethical & environmental claims, January 2016-September 2018
- Figure 14: Top fastest growing and fastest declining natural and ethical & environmental claims within UK BPC launches, 2016-17
- Getting inclusive
-
- Figure 15: Fenty Beauty foundation collection, 2018
- Body confidence
- Instant appeal
-
- Figure 16: Glossier Chicago store opening, August 2018
- Figure 17: Kylie Cosmetics Truck at BeautyCon, July 2018
- Trends on trial
-
- Figure 18: Swatches of Charlotte Tilbury eyeshadow palette, October 2018
-
- Figure 19: L’Oréal Paris Colorista’s Snapchat lens, June 2017
- The Millennial aesthetic
- From slang to slogan
-
- Figure 20: Launches featuring hashtags in product names, 2017-18
- Colour crazes
-
- Figure 21: On-trend colour launches in BPC, 2017-18
- Taking Millennials to market
-
- Figure 22: Millennial-inspired BPC launches, 2017-18
The Consumer – What You Need to Know
-
- First impressions
- Love what you do
- Save me
- Covering the basics
- Someone to look up to
- The benefits of browsing
- Here to stay
Importance of Appearance
-
- Appearance is important
-
- Figure 23: Importance of appearance (all vs Millennials), September 2018
-
- Figure 24: Importance of appearance to Millennials, by age and gender, September 2018
- Women have a more positive view
-
- Figure 25: Reasons for importance of appearance (all vs Millennials), September 2018
-
- Figure 26: ASOS Face + Body campaign, September 2017
-
- Figure 27: Reasons for importance of appearance amongst Millennials, by age and gender, September 2018
Beauty and Grooming Behaviours
-
- It’s complicated
-
- Figure 28: Beauty and grooming behaviours (“yes” responses only) (all vs Millennials), September 2018
- Here are my thoughts
-
- Figure 29: Selected beauty and grooming behaviours (“yes” responses only) amongst Millennials, by age, September 2018
- Seeking approval
-
- Figure 30: Selected beauty and grooming behaviours (“yes” responses only) amongst Millennials, by gender, September 2018
Purchase of Beauty/Grooming Products
-
- Millennials shadow popular purchase patterns
- Enjoyment drives purchasing
-
- Figure 31: Reasons for buying new beauty/grooming products (all vs Millennials), September 2018
- Treat yourself
-
- Figure 32: Reasons for buying new beauty/grooming products, by age and gender, September 2018
-
- Figure 33: Instagram stories featuring the #treatyoself hashtag, October 2018
- Not all Millennials are the same
Millennial Brand Qualities
-
- The matter of science
-
- Figure 34: Important qualities in a beauty/grooming brand (all vs Millennials), September 2018
-
- Figure 35: The Inkey List product line-up, July 2018
- Targeting Older Millennials
-
- Figure 36: Important qualities in a beauty/grooming brand amongst Millennials, by age and gender, September 2018
- A contradiction in ethics
Millennial Brand Ambassador Qualities
-
- Who am I?
-
- Figure 37: Important qualities in a beauty/grooming brand ambassador (all vs Millennials), September 2018
-
- Figure 38: Winnie Harlow in Dior’s cosmetics campaign, February 2018
- Figure 39: Important qualities in a beauty/grooming brand ambassador amongst Millennials, by age and gender, September 2018
- Lighten up
-
- Figure 40: Jonah Hill in Palace Skate advert, 2017
Retailer Perceptions
-
- Exposure leads to trust
-
- Figure 41: Correspondence analysis for beauty/grooming retailers amongst Millennials, September 2018
- A browser of confusion
-
- Figure 42: Perceptions of beauty/grooming retailers amongst Millennials, September 2018
Experience of Trends
-
- Trial and repeat
-
- Figure 43: Awareness and experience of trends amongst Millennials, September2018
-
- Figure 44: Guardian article about Beauty Banks, October 2018
- Figure 45: Awareness and experience of trends amongst Millennials, by age, September 2018
- Investing in the future
-
- Figure 46: Experience of trends amongst Millennials, by age, September 2018
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Correspondence methodology
Back to top