Table of Contents
Executive Summary
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- The market
- The future is now
- Knocking on an open door
- Companies and brands
- Create your own
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- Figure 1: UK beauty and personal care NPD with anti-ageing claims, 2015-18
- Multi-dimensional
- The consumer
- Moving forward
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- Figure 2: Signs of ageing addressed (all vs Generation X), November 2018
- Fast and focused
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- Figure 3: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
- Tailored retail
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- Figure 4: Retailers where beauty/grooming products are purchased, by generation, November 2018
- Speed is the objective
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- Figure 5: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
- I know what I like
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- Figure 6: Correspondence analysis for brand perceptions amongst Generation X, November 2018
- Difference of opinion
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- Figure 7: Attitudes towards BPC amongst Generation X, November 2018
- What we think
Issues and Insights
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- Keep convenience in mind
- The facts
- The implications
- Separate from seniors
- The facts
- The implications
- Rooted in familiarity
- The facts
- The implications
The Market – What You Need to Know
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- The future is now
- Knocking on an open door
Market Drivers
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- Generation X are a fifth of the population
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- Figure 8: Age structure of the UK population (projected), 2018
- Appearance less important
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- Figure 9: Importance of appearance, by generation and gender, September 2018
- Little financial preparation
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- Figure 10: Pension product ownership (net of all pension products), by generation, October 2017
- Sandwich years
- The best of both worlds
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- Figure 11: Trends in cutting down social media use (all v Generation X), April 2018
- Let’s talk about it
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- Figure 12: Meg Mathews’ online menopause resources, December 2018
- Making campaigns ‘ageless’
Companies and Brands – What You Need to Know
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- Create your own
- Multi-dimensional
Innovation and Marketing Activity
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- Between prevention and treatment
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- Figure 13: Shiseido Essential Energy Moisturising Cream, March 2018
- Figure 14: Sonoya Mizuno fronts Shiseido’s Essential Energy campaign, October 2018
- Make it yourself
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- Figure 15: Enhance + Glow palette by B-Glowing Beauty, August 2018
- Campaign representation
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- Figure 16: L’Oréal Paris and Prince’s Trust training programme campaign, February 2017
- Figure 17: #AgeWellRevolution campaign by Neal’s Yard Remedies, August 2018
- Anti-ageing takes on new forms
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- Figure 18: UK beauty and personal care NPD with anti-ageing claims, 2015-18
- Figure 19: Multi-use colour cosmetic launches with anti-ageing claims, 2018
The Consumer – What You Need to Know
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- Moving forward
- Fast and focused
- Tailored retail
- Speed is the objective
- I know what I like
- Difference of opinion
Appearance and Ageing
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- From the neck down
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- Figure 20: Signs of ageing addressed (all vs Generation X), November 2018
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- Figure 21: Skincare launches specifically aimed at neck/décolleté, 2018
- The trouble with greys
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- Figure 22: Signs of ageing addressed, by generation, November 2018
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- Figure 23: Semi-permanent/Temporary hair colourant launches, 2017-18
Product Usage
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- Focus on the functional
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- Figure 24: Any usage of beauty/grooming categories (all vs Generation X) (NET), November 2018
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- Figure 25: Usage frequency of beauty/grooming categories amongst Generation X, November 2018
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- Figure 26: Hair styling launches with time/speed or ease of use claims, 2017-18
- Traditional routines
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- Figure 27: Usage frequency of selected beauty/grooming categories (all vs Generation X), November 2018
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- Figure 28: Men’s usage of selected beauty/grooming categories (all vs Generation X), November 2018
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- Figure 29: Repertoire of BPC categories used amongst Generation X, by gender, November 2018
Purchasing BPC Products
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- Retailers fuel dissatisfaction
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- Figure 30: Retailers where beauty/grooming products are purchased, by generation, November 2018
- Capture spend now
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- Figure 31: Average monthly spend on beauty/grooming products, by generation, November 2018
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- Figure 32: Average monthly spend on beauty/grooming, by gender (all vs Generation X), November 2018
Product Features
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- What’s age got to do with it?
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- Figure 33: Factors considered most important in a beauty/grooming product amongst Generation X, November 2018
- Taking it easy
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- Figure 34: Factors considered most important in a beauty/grooming product (any rank) (all vs Generation X), November 2018
- Figure 35: Seoulista Beauty’s Rosy Hands Instant Manicure (Revive Express Beauty), 2018
- Natural not a concern
Brand Perceptions
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- Trust in the traditional
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- Figure 36: Correspondence analysis for brand perceptions amongst Generation X, November 2018
- Prestige feels unrelatable
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- Figure 37: Brand perceptions amongst Generation X, November 2018
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- Figure 38: #DPx Clinique FIT, January 2018
- Figure 39: Clinique iD Hydrating Jelly Base + Active Cartridge Concentrate Lines & Wrinkles, December 2018
Generation X Attitudes towards BPC
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- Don’t let me be misunderstood
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- Figure 40: Attitudes towards BPC amongst Generation X, November 2018
- In-store alienation
- Stuck in the middle
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- Figure 41: Attitudes towards BPC (any agree), by generation, November 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence map methodology
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