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Published: 18 Jan 2018

Millennial Beauty Buying: In Numbers

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Hax

A study by US-based beauty research company Poshly suggests female American millennials (aged 18-34) have unique spending habits that revolve around the digital sphere. The survey of 175 women was published in 2017. Stylus summarises the key takeaways. 

Tutorials Focus

Sixty-seven per cent of the respondents said they would be more likely to purchase make-up if it came with a tutorial on how to apply it. Learning from this, colour cosmetics companies should strive for products that are easy to apply and include a ‘how-to’ guide to boost engagement and spend.

A good example is British colour cosmetics brand Hax, which unveiled five lipstick and eye make-up kits with cult e-tailer Asos in November 2017. Each comes with a flyer insert that outlines the steps required to create a celebrity or influencer-inspired look – demonstrating how make-up can be made accessible to all consumers, regardless of their skill level. 

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Augmented Reality

Improvements in augmented reality (AR) are key for e-commerce – 78% of the women surveyed would be more inclined to purchase make-up online if they could see how it looked on their face in real time. It’s the reason why 72% prefer to buy cosmetics in-store, where they can try on products before making a transaction. This suggests AR tech is pivotal to e-commerce growth.

For more on how brands like Canadian AR provider ModiFace are shaping beauty e-tail, see Rimmel: Copycat Cosmetics AR App, Bespoke Beauty: New Retail Strategies and Retail Tech: Future-Shaping Tools & Trends, 2017/18. For more on 3D facial mapping technology, see Augmented Reality Accelerates in Future Beauty: Connected Cosmetics.

The haircare category should also expand its AR capabilities – 85% of millennial women would be more likely to try new hair products, styles and colours if they could see the results beforehand.

A good example is Paul Mitchell’s AR Hair App in collaboration with AR beauty firm Perfect Corp, which lets users try out 32 hair colours virtually in selfie mode on their phones. Others such as US-based Madison Reed have used chatbots – Madi offers hair-dye suggestions based on images uploaded by the user.

ModiFace’s chief executive Parham Aarabi hinted at new AR developments within the hair space at Decoded Beauty’s 2017 London Summit, including advances in real-time video capturing natural movement and light. 

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Paul Mitchell
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Madison Reed Hair Colour Chart
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Paul Mitchell Advertising Campaign

Social Influencers

Brands should engage with social media influencers – 80% of participants want to see how looks created by their favourite make-up artists or beauty gurus would look on them. New product development strategies with influencers could also help brands gain popularity, as 66% of the women surveyed trust bloggers’ recommendations.

US-based colour cosmetics brand Col-Lab offers a great example. It works with trending beauty bloggers on product development, targeting their sizeable audiences and unlocking wider markets for both parties. Similarly, US make-up palette subscription box Deck of Scarlet uses a new influencer to create a tailored palette every month, demonstrating how appealing the influencer-as-creator concept is to fans.

For more on social-media-led strategies, see Decoded Beauty: Engaging Beauty Consumers and Beauty Content in a Digital Age: Business/Retail.

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Deck of Scarlet
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Col-lab Beauty
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Katie Jane Hughes wearing Co-Lab
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