Elle Morris, CEO, HMS Design11.15.18
Several months ago, there was considerable response to my Expert Opinion column on generational beauty perspectives from Generation Z, Millennials and Baby Boomers – so what about Generation X?
Generation X
Classified as ages 35 to 55 (Hint: if you were around the same age as Rachel and Monica from Friends or Gina and Pam from Martin, then you are middle-aged. Disclosure: I qualify). Gen X is an under-recognized powerhouse in the beauty industry (and perhaps, in general). If you’re reading this with a raised brow, consider these juicy marketing facts: This generation is responsible for 31% of the total US income and outspends all other generations when it comes to housing, clothing, eating out, and entertainment—and that’s just the beginning.
Gen Xer’s possess the best marketing attributes of both the Boomers and the Millennials and are social-savvy—81% have Facebook accounts—and we still understand the value of time-honored (i.e., print) media. Gen X women grew up watching Boomers crash up against the glass ceiling; some effectively breaking through it and making the way for us to smash through it to hit the executive ranks in droves. We watched middle-aged glam queens Alexis Carrington and Dominique Deveraux on Dynasty do battle with each other as well as male titans of industry every week; and do it with full face makeup, incredible hair and stunning wardrobe. Madonna sang and danced her way into our hearts, creating fashion movements overnight. Janet Jackson did the same. We watched women with incredible hair, makeup, nails, shoes – put the world on notice that they were a force to be reckoned with and they were doing it with style. These were the beacons of beauty to us. As we grew up they help define our self-expression and how we viewed the role of beauty in our lives.
Gen X women still view ourselves as having “youthful-ish” skin and we look for skincare products that will maintain our skin’s youthful appearance. As we approach the 50ish mark, we are edging toward products that address our concerns about wrinkles and skin elasticity. We are certainly partaking in medical interventions in aging – our generation gets more plastic surgery than any other to date. We also have no issues with injectables like Botox, Juvéderm, Restylane, Dysport to stave off the appearance of aging. Gen X will clearly spend good money on age prevention vs. reversing the effects of aging (which our older sisters, the Boomers, do).
In an unofficial poll I took of 100 female Gen X er’s all over the country, these ladies stated they typically don’t buy their beauty products at department stores, but rather shop at Ulta, Sephora or their local drugstore. All of them are active/fluent on Facebook, Instagram and Linked In – and check them regularly for beauty trends. Most don’t read beauty magazines unless they are at the nail or hair salon. Several mentioned being loyal to certain brands (Lancôme, Bobbi Brown and Olay were mentioned by quite a few of them); and these ladies like to brand-hop.
The white space that exists for beauty brands is that there’s actually some overlap between generational beauty needs now. Millennials are beginning to share the same beauty concerns as Gen X’ers. I’ve got friends whose Millennial daughters regularly borrow their clothes and hair products; my own daughter loves to “go shopping” in my beauty graveyard. As a beauty resource for my friends, I get as many questions about moisturizers, wrinkle treatments, Botox and Juvéderm from my Millennial friends and as I do from my Gen X peers. There’s plenty of opportunity to create brands that can speak to the needs of both generations. Gen X women are younger in mindset and appearance than Boomers were at our age thanks to better skin care, sunscreen and affordable access to Botox, Juvéderm, etc. Millennials share our desires for affordable, innovative skincare as well as makeup products that multi-task.
Don’t forget about Gen X. We are here; we buy beauty products and we love glamour (and maybe have a secret desire for shoulder pads!).
