The iGen Beauty Consumer - US - March 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
The iGeneration is smaller with less spending power than Millennials
Figure 1: Share of US population, by generation, 2018 (est)
Younger iGens rely heavily on parents
Figure 2: Parents involvement in shopping among younger iGens, by age, December 2017
Engagement is based on age
Figure 3: Resources for learning about beauty products, by younger and older iGens, December 2017
The opportunities
Increased diversity equals more opportunities
Figure 4: Distribution of race and Hispanic origin, iGeneration vs total, 2018
Make shopping for beauty a fun, easy experience
Figure 5: Like shopping for beauty products, by age, December 2017
Keep it natural
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
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
Color cosmetics commands highest overall spend
Figure 7: Share of sales in beauty and personal care market, by segment, 2017 (est)
Larger, diverse categories show stable growth
Figure 8: Percentage change in beauty and personal care sales, by segment, 2016-17 (est)
WHO ARE THE IGENS? 
iGens smaller in size and spending power compared to Millennials
Figure 9: Share of US population, by generation, 2018 (est)
iGens more diverse than previous generations
Figure 10: Distribution of race and Hispanic origin, iGeneration vs total, 2018
Working iGens are a small market, with a small income
Figure 11: Percent of salary earned weekly, Spring 2014-17
Number of iGens earning allowance on the decline
Figure 12: Percent of teens that receive allowance, Spring 2014-17
Figure 13: Percent of allowance amount earned weekly, Spring 2014-17
Makeup spend declined in 2017
Figure 14: Percent of spend on makeup, Spring 2014-17
iGens want to make the world a better place
Figure 15: iGen issues, tween/teen and adult iGens, March 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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?
Influencer beauty brands build a following among older iGens
Simple BPC products are easy for iGens and their parents
WHAT’S NEXT?
Genderless – Easy and inclusive
iGens expect more from natural
Figure 16: Purchase influencers – Natural, any rank (net), by age, December 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
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 
Younger iGens adopt simple beauty routines
Figure 17: Beauty routines, Younger iGens, December 2017
Most younger iGens complete between 3-4 steps
Figure 18: Repertoire of beauty routines, younger iGens, December 2017
Beauty routines become more advanced as iGens mature
Figure 19: Beauty routines, younger iGens by age, December 2017
Older iGens more engaged in their beauty routines
Figure 20: Beauty routines – Ever do (net)*, November 2017
RESOURCES FOR LEARNING ABOUT BEAUTY PRODUCTS
Younger iGens learn about BPC from parents, older iGens use social media
Figure 21: Resources for learning about beauty products, by all, younger, and older iGens, December 2017
Older iGens use multiple resources
Figure 22: Repertoire analysis of resources for learning about beauty products, older iGens, December 2017
Younger female iGens rely on trusted friends and family
Figure 23: Resources for learning about beauty products, younger iGens by gender, December 2017
Older female iGens turn to social media over family
Figure 24: Resources for learning about beauty products, older iGens by gender, December 2017
REASONS FOR USING BEAUTY PRODUCTS
Younger iGens want to look and smell good
Figure 25: Reasons for using beauty products, younger iGens, December 2017
15-17-year-olds more invested in beauty and personal care
Figure 26: Reasons for using beauty products, younger iGens by age, December 2017
Younger female iGens have a greater connection to BPC
Figure 27: Reasons for using beauty products, younger iGens by gender, December 2017
Confidence from using BPC products grows with age
Figure 28: Reasons for using beauty products, older iGens, December 2017
Older female iGens gain more confidence from BPC than men
Figure 29: Reasons for using beauty products, older iGens by gender, December 2017
RETAILERS SHOPPED BY CHANNEL
Older iGens choose convenient retailers, regardless of channel
Figure 30: Retailers shopped by channel, older iGens, December 2017
Specialty retailers create a fun, learning experience for female iGens
Figure 31: Retailers shopped (any channel), older iGens by gender, December 2017
PURCHASE INFLUENCERS
Scent is important to iGens
Figure 32: Purchase influencers by rank, younger iGens, December 2017
Older iGens are influenced by natural, easy to use
Figure 33: Purchase influencers by rank, older iGens, December 2017
Older iGens value aesthetics, influencers
Figure 34: Purchase influencers, any rank (net), by all, younger, and older iGens, December 2017
ATTITUDES AND BEHAVIORS TOWARD SHOPPING
Younger iGens rely on parents for purchases
Figure 35: Attitudes and behaviors toward shopping, younger iGens, December 2017
Relationship with technology grows with iGens
Figure 36: Attitudes and behaviors toward shopping, younger iGens by age, December 2017
Most older iGens are buying products on their own
Figure 37: Attitudes and behaviors toward shopping, all and older iGens, December 2017
INTEREST IN BEAUTY TRENDS
Older iGens keep it natural
Products that promote individualism resonate with older iGens
Figure 38: Interest in beauty trends, older iGens, December 2017
Multi-purpose beauty products appeal to younger iGens
Figure 39: Interest in beauty trends, younger iGens, December 2017
Younger female iGens are more adventurous than males
Figure 40: Interest in beauty trends, younger iGens by gender, December 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Abbreviations and terms
Abbreviations
Terms