• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    'Dispensing Beauty': Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Ulta Beauty Launches Reusable Packaging in Partnership with Loop

    BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’

    P&G Makes Progress Toward Packaging Circularity in Europe

    Coty Partners with LanzaTech to Introduce Sustainable Ethanol

    Remembering Fred Segal, a Trendsetting Retail Pioneer
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge

    New High Glass Offers Six Premium In-Stock Bottle Collections

    Creating Packaging To Safeguard a More Hygienic User Experience
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Ulta Beauty Launches Reusable Packaging in Partnership with Loop

    Coty Partners with LanzaTech to Introduce Sustainable Ethanol

    Inter Parfums Reports a Strong Fourth Quarter

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge

    New High Glass Offers Six Premium In-Stock Bottle Collections

    Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts

    'Dispensing Beauty': Dispensers for Greater Functionality

    Beauty That’s Ultra Luxe and Sustainable
    Top 20 Companies
    Coty

    Chanel

    Estée Lauder

    Johnson & Johnson

    L’Oréal
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    CPP Global

    Big Sky Packaging

    Albéa

    Derik Industrial USA
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’

    CEW Goes Virtual with Annual State of the Beauty Industry Report

    Easyfairs Announces New Three-Day Digital Event

    NYSCC Supplier’s Day Announces New Dates

    Cosmoprof India Announces 2021 Dates
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    Evolving Perspectives of Beauty: GenZ, Millennials and Boomers

    How beauty marketers can keep brands relevant with consumers of all generations -- here's what each generation expects from a brand.

    Evolving Perspectives of Beauty: GenZ, Millennials and Boomers
    Evolving Perspectives of Beauty: GenZ, Millennials and Boomers
    The author, Elle Morris
    Related CONTENT
    • BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’
    • Digital Transformation of the Artwork Management Process
    • Coty Partners with LanzaTech to Introduce Sustainable Ethanol
    • Remembering Fred Segal, a Trendsetting Retail Pioneer
    • IT Cosmetics Supports Women’s Confidence
    Elle Morris, CEO, HMS Design08.02.18

    Beauty, like every other industry, has to evolve to meet its consumer’s changing needs. Today’s beauty consumer bridges several generations, so it’s important to clearly understand the differences in beauty perceptions between Baby Boomers, Millennials and Gen Z.

    Baby Boomers Are A Dichotomy When It Comes to Beauty

    Classified as ages 54-72, this generation of women bucked “the system.” They worshipped the sun, danced under the stars, and paved the way for future generations.

    They shunned society’s perceptions of traditional female roles and beauty; making pixie cuts the rage, growing their hair down to their waists; making the mini skirt acceptable but also wearing jeans/pants; they’ve worn outrageous amounts of makeup and no makeup at all. They redefined beauty and didn’t let anyone define it for them.

    Boomers are a bit of a dichotomy when it comes to beauty. They love efficacious skincare – products that make their skin look and feel good and will seek products that bring results versus make them “feel pretty.”

    They created the demand for injectables – Botox, Dysport, Juvederm and Restalyne. Seeing results motivates them and creates demand for product. 

    According to a blog post by Stella Rising, 52% of Boomer women say that they used beauty products to look good.

    Interestingly, only 38% of them were interested in anti-aging claims while 60% of them look for products with moisturizing and hydrating properties. The best way to encourage trial amongst this group is through free sampling.

    Millennials are Savvy, Frugal & Cynical                                                                                                                        
    The generation that is seemingly the most fascinating are defined as those age 23 – 38 and they are savvy, frugal and cynical. They lived through the 2008 economic crisis, the 9/11 attacks, the Enron scandal, housing prices being out of reach, and felt the impact of global warming.

    Millennials currently buy less than older generations do because they don’t have the money to… yet.

    Because of what they witnessed in the economic collapse, this generation is cautious with money. They look for products that are effective and a good deal.

    This generation has made the rise of private label products possible in beauty, since price is a key driver for Millennials (they are more likely to visit multiple stores and use coupon codes than previous generations).

    They are the first truly digital generation – their “computer” was an iPod and they created Facebook.

    Millennials research online before buying a beauty product, though they are still more likely to purchase a product in-store (they expect the in-store experience to match their on-line experience). Ulta and Sephora have found the right balance of an on-line experience that crosses into stores with beauty bars, in-store salons, and apps. 

    Social media has a large impact on their purchases; they author blog posts and chat about products on their pages. 

    Millennials are the “selfie” generation so makeup is very important to them. L’Oréal says that Millennials have made makeup the fastest-growing category globally.

    L’Oréal, Estée Lauder and MAC have all created apps that speak to this generation and encourage interface with their brands.

    Millennials buy more natural beauty products that are efficacious versus traditional chemically heavy products that previous generations have demanded for anti-aging.

    Gen Z  -- The First Completely Digital Generation                                                                                                                                 
    The first completely digital generation, between ages of 8 and 22, this group has more racial diversity than any previous generation. They don’t have the same definition of family as their older counterparts do; they have single parents and same sex parents.

    They had smartphones as their first computers and use them for everything from shopping to entertainment to their personal hand-held TV. They live their lives on-line and prefer Instagram and Snapchat.

    To gain their attention, you’d better grab it with a photo, in five words or less and in eight seconds. This generation is pragmatic and are planners.

    They are risk-averse and create entrepreneurial opportunities (like Nick D’Aloisio who sold his app, Summly to Yahoo for $30 million last year or Mark Bao who has founded over 10 tech startups before age 20). This is the generation that created the most wealth to date.

    Gen Z has already broken the gender barrier; they see gender more fluidly than those before them. According to a recent study by The Innovation Group, 56% of Gen Z state that they ignore gender specific product labels.

    Social media is covered with young men that have mastered makeup artistry and share their transformation tips and tricks.

    Cover Girl hired James Charles to be their first male brand ambassador. Maybelline hired Manny MUA for a new mascara campaign. These brands are tapping male experts to help normalize men wearing makeup—a whole new platform of consumers for Western beauty brands.

    Gen Z has witnessed the impact of waste, so they seek bio-degradable packaging and eco-friendly cosmetics. Gen Z is also invested in virtual reality (VR). L’Oréal has already partnered with Samsung for a VR experience with its NYX brand targeting Gen Z consumers.

    Different Generations Seek Different Beauty Experiences

    These three generations see the world differently and seek different experiences from their beauty brands.

    The beauty industry has a healthy future as long as it understands the critical nature of all of its consumer segments.

    Fusing the on-line experience with the in-store experience is vital; understanding that racial and gender barriers are falling to the wayside and that free samples are critical are all imperative to keep brands relevant with consumers of all generations.

    Read Part 2: Gen X

    What about Generation X? Elle Morris continues the discussion in the Expert's Opinion column, Evolving Perspectives of Beauty – Part 2: Gen X

    About the Author 

    With a reputation as a design leadership powerhouse, the fair-skinned, red-headed Ms. Elenita (Elle) Morris leads HMSDesign as CEO.  She draws from her Cuban-American heritage and extensive global travels to help clients understand how beauty and the mindsets of women vary greatly across cultures.  Follow Elle on Twitter.
    Related Searches
    • mac
    • app
    • ulta
    • beauty products
    Suggested For You
    BizBash Names Unfiltered Experience ‘People BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’
    Digital Transformation of the Artwork Management Process Digital Transformation of the Artwork Management Process
    Coty Partners with LanzaTech to Introduce Sustainable Ethanol Coty Partners with LanzaTech to Introduce Sustainable Ethanol
    Remembering Fred Segal, a Trendsetting Retail Pioneer Remembering Fred Segal, a Trendsetting Retail Pioneer
    IT Cosmetics Supports Women’s Confidence IT Cosmetics Supports Women’s Confidence
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    Raw Sugar Living Expands to Target with New Collection Raw Sugar Living Expands to Target with New Collection
    Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts Blue Heron Botanicals ‘Blue Beauty’ for Green Beauty Enthusiasts
    Supporting Female Beauty Brand Founders on International Women Supporting Female Beauty Brand Founders on International Women's Day
    Creating Packaging To Safeguard a More Hygienic User Experience Creating Packaging To Safeguard a More Hygienic User Experience
    'Dispensing Beauty': Dispensers for Greater Functionality
    Anastasia Beverly Hills Gifts Eight $450,000 Grants Anastasia Beverly Hills Gifts Eight $450,000 Grants
    A New Partnership Delivers Turnkey Beauty Solutions A New Partnership Delivers Turnkey Beauty Solutions
    The Top Beauty Products of 2021, According to HelloGiggles The Top Beauty Products of 2021, According to HelloGiggles
    Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More Weekly Recap: Becca Cosmetics is Closing, MAC Appoints SVP, Supermodel Joins SBLA Beauty & More

    Related Expert's Opinion

    • 5 Ways Beauty Brands are Using Subscriptions to Transform Customers Into Members

      5 Ways Beauty Brands are Using Subscriptions to Transform Customers Into Members

      Giving back, community, DIY—and more.
      Deanna Traa, CMO, Bold Commerce 02.12.21

    • E-Commerce Trends Put the Onus on Getting Packaging Right

      E-Commerce Trends Put the Onus on Getting Packaging Right

      Consumer attitudes toward beauty in 2021 reflect the trends that evolved during the pandemic—focusing on optionality, technology and experience.
      Katie Thomas 02.11.21

    • Cosmetics | Health and Beauty | Skin Care/Sun Care
      Growth Ahead for Some Categories in U.S. Prestige Beauty

      Growth Ahead for Some Categories in U.S. Prestige Beauty

      NPD reports promise amid 2020 sales declines; e-commerce fuels a rise.
      Larissa Jensen, NPD’s beauty industry advisor 02.05.21


    • Package Development
      Developing Relationships Through Packaging, Availability & Accessibility

      Developing Relationships Through Packaging, Availability & Accessibility

      Why beauty brands need all three components to be successful in 2021
      Morrishane Collins, head of global distribution, African Pride 02.01.21

    • Ethnic
      Why Major CPGs Are Acquiring Black-Owned Beauty Brands

      Why Major CPGs Are Acquiring Black-Owned Beauty Brands

      African-Americans’ spending power is on the rise—and packaging creativity is high.
      Elle Morris, CEO, SnapDragon 01.25.21

    • Cosmetics
      Do Products Dry Up Before They Reach Consumers?

      Do Products Dry Up Before They Reach Consumers?

      Revuze reveals the top 3 topics driving negative and positive reviews for mascara.
      Alon Ghelber, CMO, Revuze 01.25.21


    • Cosmetics
      Where Beauty Finds Success in 2021

      Where Beauty Finds Success in 2021

      NPD’s Larissa Jensen on which industry markers to keep in mind.
      Larissa Jensen, Vice President, Industry Advisor, Beauty, The NPD Group 01.08.21

    • Package Design & Consumer Expectations, Post-Covid

      Package Design & Consumer Expectations, Post-Covid

      Bryce Rutter, Metaphase Design Group, says hygienic packaging and holistic design will fulfill expectations and engage consumers.
      Jamie Matusow, Editor-in-Chief 12.21.20

    • How to Make Your Beauty Brand Pandemic-Proof

      How to Make Your Beauty Brand Pandemic-Proof

      Start by making the online shopping experience fun.
      Jay Hack, Mira Beauty 12.21.20


    • Skin Care/Sun Care
      Key Issues to Consider When Retailing Skin Care Online

      Key Issues to Consider When Retailing Skin Care Online

      A new skin care report looks at key industry challenges and solutions, as customers and brands move online.
      Thom Watson, digital and beauty industry expert at Flaunt Digital 12.18.20

    • What Will 2021 Hold for the Beauty Industry?

      What Will 2021 Hold for the Beauty Industry?

      A look at the effects of the pandemic on consumer behaviors -- as well as retailers and brands.
      Elle Morris, CEO, SnapDragon 12.10.20

    • Sample/Travel Sizes
      How Brands Can Survive and Thrive in This New Era of Beauty

      How Brands Can Survive and Thrive in This New Era of Beauty

      Industry response to the crisis has been overwhelmingly positive, but permanent changes lie ahead. Here’s how to best adapt now to the new realities.
      Benjamin Scherpenbergs, Senior Manager at PFS 11.30.20


    • Creating A Unique CBD ‘Global Packaging Language’

      Creating A Unique CBD ‘Global Packaging Language’

      From Beauty to Spirits, how brands can differentiate themselves by communicating the effects of their products.
      Jared Mirsky 10.29.20

    • Resilience: Building a Supply Chain in the ‘New Normal’

      Resilience: Building a Supply Chain in the ‘New Normal’

      Plan now for sufficient stock allocations and informed decisions.
      Charles Benoualid, vice president, R&D for BlueCherry, CGS 10.22.20

    • Where to Find Beauty This Holiday Season

      Where to Find Beauty This Holiday Season

      A look at several key prestige beauty markers
      Larissa Jensen, Vice President, Industry Advisor, Beauty, The NPD Group 10.22.20

    Trending
    • Wondering How To Connect To The Latina Market?
    • Ranking The Top 50 Cosmetic Companies
    • Mary Kay Ash Named On Women Of The Century List
    • A New Partnership Delivers Turnkey Beauty Solutions
    Breaking News
    • Ulta Beauty Launches Reusable Packaging in Partnership with Loop
    • BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’
    • P&G Makes Progress Toward Packaging Circularity in Europe
    • Coty Partners with LanzaTech to Introduce Sustainable Ethanol
    • Remembering Fred Segal, a Trendsetting Retail Pioneer
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    • Creating Packaging To Safeguard a More Hygienic User Experience
    • 'Dispensing Beauty': Dispensers for Greater Functionality
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Preclinical Trial Suggests Fish Hydrolysate Attenuates Neuroinflammation Greater than DHA Alone
    Study Explains Link Between Probiotic Strains and Children’s Immune Health Benefits
    Maypro Launches Brain Heatlh Ingredient NeuroHD
    Coatings World

    Latest Breaking News From Coatings World

    Chromaflo Technologies Adds Benjamin Woeste as Territory Sales Manager
    Maroon Group Acquires Cary Company's Raw Materials, Specialty Chemicals Distribution Business
    Matt Fogel Named Mule-Hide's Territory Manager – Southern Virginia
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Medtronic Begins Trial to Assess Novel Ablation Tech to Treat AFib
    Europe's Cross-Border Medtech Deal Activity Rises in Q4 2020
    Bio-Techne to Acquire Asuragen for $320M
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Amgen to Acquire Five Prime Therapeutics for $1.9B
    Genesis Drug Discovery & Development Acquires Integrated Analytical Solutions
    CureVac, Novartis Ink COVID Vax Mfg. Pact
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Ulta Beauty Launches Reusable Packaging in Partnership with Loop
    BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’
    P&G Makes Progress Toward Packaging Circularity in Europe
    Happi

    Latest Breaking News From Happi

    Avon Launches Vegan Skin Care Line
    Inolex Appoints VP Marketing
    Decorté Launches AI Diagnostics in US
    Ink World

    Latest Breaking News From Ink World

    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Springfield Solutions highlights digital label embellishments
    Labelexpo Americas, Europe postponed to 2022
    Fort Dearborn Company acquires Hammer Packaging
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Autefa Solutions Offers Fully Automated Line for Protective Mask Production
    Piana Group to Launch Antiviral Treatment
    INDA Announces New Board Members
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Bioventus Appoints Managing Director, China and Asia Pacific
    Full-Year Sales Down 12 Percent at Zimmer Biomet
    Lincotek Medical Expands Coatings and Additive Capacity
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login