Table of Contents
Executive Summary
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- What you need to know about Millennials
- The Millennial generation is large
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- Figure 1: Share of total US population, by generation, 2013-23
- Millennial beauty routines are varied
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- Figure 2: Beauty routines, by generation, April 2019
- Millennials are not as interested in natural ingredients as Gen Zs
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- Figure 3: Attitudes toward natural beauty and personal care, by Gen Z and Millennials, April 2019
- Millennials choose clean
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- Figure 4: Select attitudes toward natural beauty and personal care, April 2019
- Millennial engagement remains largely the same
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- Figure 5: Millennial engagement – About the same, April 2019
- Millennials go bold
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- Figure 6: Interest in bold beauty trends (net) – Any interest, April 2019
- What it means
The Market – What You Need to Know
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- Millennials overpower other generations – to an extent
- Millennials are better educated than their elders, but success is complicated
- Younger Millennials and Gen Zs have much in common
- Millennials have several hurdles to overcome before achieving success
Millennials at a Glance
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- Millennials are large, but are they in charge?
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- Figure 7: Share of total US population, by generation, 2013-23
- Millennials are better educated than prior generations
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- Figure 8: Educational attainment, by generation, February 2019
- Millennial financial success is complicated
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- Figure 9: Median adjusted household income of households headed by 25-37-year-olds, in 2017 dollars
Millennials vs Gen Zs
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- Resources for learning about beauty shift with age
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- Figure 10: Resources for learning about beauty products, by Gen Z and Millennials, April 2019
- Gen Zs place greater value on natural beauty
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- Figure 11: Attitudes toward natural beauty and personal care, by Gen Z and Millennials, April 2019
Market Factors
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- Millennials face multiple obstacles to their financial success
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- Figure 12: Obstacles to financial success, salary vs expenses, by select generations, November 2018
Key Players – What You Need to Know
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- Clean and cannabeauty find an audience among Millennials
- Customization and hemp continue to take beauty by storm
What’s Working?
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- Clean beauty
- Cannabeauty
What’s Next?
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- Customization
- Hemp as a hero ingredient
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- Figure 13: Share of bpc launches containing hemp seed oil, by category, Jan 2014-Mar 2019
The Consumer – What You Need to Know
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- Age plays a role in Millennial routines
- Millennials rely on a wide array of resources
- Millennial engagement is strong, which bodes well for beauty
- While ease of use leads overall, Older Millennials turn to natural
- Millennials mix it up; Millennial parents go natural
- Millennials like face masks, clean beauty
Beauty Routines
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- Millennial women are more engaged than younger counterparts
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- Figure 14: Beauty routines, April 2019
- Beauty routines shift with age
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- Figure 15: Beauty routines, by generation, April 2019
- Hispanic Millennials under index for many beauty steps
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- Figure 16: Beauty routines, by Hispanic origin, April 2019
Resources for Learning about Beauty Products
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- Millennials over index for beauty resources
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- Figure 17: Resources for learning about beauty products, by all and Millennial women, April 2019
- Age plays a role in the resources used for learning about beauty
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- Figure 18: Resources for learning about beauty products, by generation, April 2019
- Hispanic Millennials skew younger which bodes well for social media
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- Figure 19: Resources for learning about beauty products, by Hispanic origin, April 2019
Millennial Engagement
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- Millennials remain steady in their beauty engagement
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- Figure 20: Millennial engagement, April 2019
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- Figure 21: Beauty engagement – More, by all and Millennials, April 2019
- Younger Millennials follow more influencers, but Older Millennials spend more
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- Figure 22: Millennial engagement, more vs less, by generation, April 2019
Purchase Influencers
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- Easy to use products appeal to busy Millennials
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- Figure 23: Purchase influencers, April 2019
- Older Millennials want clean, natural products
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- Figure 24: Purchase influencers, by generation, April 2019
- Hispanic Millennial women are less affected by purchase influencers
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- Figure 25: Purchase influencers, by Hispanic origin, April 2019
Attitudes toward Natural Beauty and Personal Care
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- Clean beauty takes hold among Millennial women
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- Figure 26: Attitudes toward natural beauty and personal care, April 2019
- Parenthood influences Young Millennial purchase decisions
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- Figure 27: Attitudes toward natural beauty and personal care, by generation, April 2019
- Higher income Millennials embrace clean beauty
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- Figure 28: Attitudes toward natural beauty and personal care, by income, April 2019
Interest in Beauty Trends
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- Millennials are interested in a variety of beauty trends
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- Figure 29: Interest in beauty trends, April 2019
- Millennials go bold
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- Figure 30: Interest in beauty trends (net) – Any interest, April 2019
- Older Millennials are interested in clean BPC
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- Figure 31: Interest in beauty trends (net) – Any interest, by generation, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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