Beauty Futures: A guide to the generational journey of global beauty buyers

Explore the fascinating world of global beauty consumers and their evolving preferences across generations, from Gen Alpha to Baby Boomers.

The Rising Influence of Gen Alpha in Beauty Markets

Gen Alpha, born after 2012, is emerging as a significant force in the beauty market. With their purchasing power projected to grow by $103 billion by 2034, this generation is set to influence household beauty purchases profoundly. Unlike previous generations, Alphas are 2.7 times more likely to buy brands their family uses than ones endorsed by celebrities.

This generation's preferences can motivate households to visit specialized beauty channels, indicating a shift towards more informed and family-influenced beauty buying habits. Understanding Gen Alpha's unique motivations and preferences will be crucial for beauty brands aiming to capture this upcoming market.

Gen Z: The Largest Generation's Quest for Fun and Quality

Gen Z, born between 1997 and 2012, is on track to become the largest generation of all time. Their approach to beauty is characterized by a desire for fun and novelty, often seeking out limited edition collaborations and unique products. Approximately 39% of Gen Z consumers plan to invest in higher quality beauty products, anticipating an increase in their spending over the next 12 months.

This generation shows a strong preference for shopping on social media and is highly influenced by online videos and reviews. For brands, engaging Gen Z requires an emphasis on digital presence and innovative product offerings that resonate with their quest for both quality and enjoyment.

Millennials: The Upcoming Biggest Beauty Spenders

Millennials, born between 1981 and 1996, are poised to become the biggest global beauty spenders by 2034. This generation is highly conscious of their appearance, with 56% thinking about it most or all of the time. A significant portion, 51%, maintains a regular skincare routine, but they also enjoy experimenting with beauty, whether through homemade solutions or second-hand beauty products.

Millennials' diverse approach to beauty spending highlights their openness to both mainstream and alternative beauty products. Brands targeting this demographic should focus on innovation and personalization to cater to their varied and evolving beauty routines.

Gen X: Balancing Anti-Aging Needs with Self-Care

Gen X, born between 1965 and 1980, currently spends the most on beauty products. This generation values feeling good about themselves, which drives their beauty purchases. A significant 82% of Gen X consumers consider anti-aging benefits important, yet only 19% feel these needs are being adequately met.

In addition to their anti-aging concerns, 38% of Gen X use social media as their primary source for discovering new products and services. Beauty brands can appeal to this generation by focusing on effective anti-aging solutions and leveraging social media platforms to provide information and engage with consumers.

Baby Boomers: Loyalty, Heritage, and Value in Beauty Choices

Baby Boomers, born between 1946 and 1964, are currently the second largest spenders on beauty products, though they plan to reduce their spending over the next 12 months. This generation values a proactive beauty regime that prevents future issues and remains loyal to established brands with a rich heritage.

For 42% of Boomers, lower prices could persuade them to switch from their usual brand. This indicates that while they value experience and heritage, there is an openness to exploring new options if the price is right. Beauty brands can cater to Baby Boomers by emphasizing product quality, heritage, and offering value-driven promotions.