Millennials: Multitasking and High-Performance
Born between 1981 to 1996
Millennials are a cautiously optimistic generation and seek out preventative solutions with clinical approaches. Millennials, in their late 20s to early 40s, look for products that provide multiple benefits, such as anti-aging, hydration, and sun protection. They are also keen on innovative ingredients and technologies that deliver visible results. Millennials are concerned with skin texture and pigmentation, often seeking high-performance ingredients like peptides, exosomes, bakuchiol, and retinol to maintain their youthful look.
Millennials share the preventative mindset with Gen Z and believe it’s never too early to fight the subtle signs of aging as well as addressing skin texture and hyperpigmentation. As this generation is starting to experience a hormone level shift in their 30s and 40s, they are acutely aware of the first signs of aging. With this knowledge they are showing a greater concern with skin and hair aging than their predecessor generations, resulting in expanding their beauty routines. Aging skin is not the only focus for Millennials, as they are also developing more extensive hair care routines, increasing purchases for hair conditioners, shampoos and hair loss treatments.
The cusp generation, Xennials, born between 1977 to 1983, embodies a unique blend of experiences from both Gen X and Millennials. Having an analog childhood filled with outdoor play and face-to-face interactions, they transitioned seamlessly into a digital adulthood, embracing the internet and smartphones with ease. Xennials share the skepticism of Gen X, yet they exhibit the optimistic characteristic of Millennials. This distinctive perspective impacts their beauty and skincare choices, as they value effective, science-backed solutions while also remaining open to innovative ingredients and technologies that promise visible results. The analog-to-digital shift in their lives has made them adaptable and discerning, seeking products that combine practicality with cutting-edge advancements.
Millennial women (ages 25-44) buy the most beauty products (38%), followed by women ages 45-54, at 18%.
TABSanalytics
For Millennials and cusp generation Xennials, beauty brands should focus on balancing multifunctionality, prevention, and efficacy with scientific approaches for their specific needs around aging. Open to new technologies and innovative formulas that promise to maintain their youthful look, millennials want high-performance ingredients in multifunctional products and often prefer serums and night-time treatments.
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