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The Millennial BPC Consumer - UK - November 2018

“As the largest generation in the UK, appealing to Millennials is important but challenging. Communication to this group about their appearance should be sensitive and inclusive, as many feel under pressure to keep up with peers. Innovation can be either light-hearted and fun, or reflective of Millennials’ changing lifestyles, but not everything needs to dazzle; Millennials’ highly-involved routine means products that save time are likely to gain traction.”
– Alex Fisher, Senior Beauty Analyst

This Report looks at the following areas:

  • Positive messages are landing
  • What about Millennial men?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Mintel generation definitions
        • Executive Summary

            • The market
              • Big spending potential
                • Figure 1: Age structure of the UK population (projected), 2018
              • Companies and brands
                • Part of your world
                  • Building on a theme
                    • The consumer
                      • First impressions
                        • Figure 2: Reasons for importance of appearance (all vs Millennials), September 2018
                      • Love what you do
                        • Figure 3: Beauty and grooming behaviours (“yes” responses only) (all vs Millennials), September 2018
                      • Save me
                        • Figure 4: Reasons for buying new beauty/grooming products (all vs Millennials), September 2018
                      • Covering the basics
                        • Figure 5: Important qualities in a beauty/grooming brand (all vs Millennials), September 2018
                      • Someone to look up to
                        • Figure 6: Important qualities in a beauty/grooming brand ambassador (all vs Millennials), September 2018
                      • The benefits of browsing
                        • Figure 7: Correspondence analysis for beauty/grooming retailers amongst Millennials, September 2018
                      • Here to stay
                        • Figure 8: Awareness and experience of trends amongst Millennials, September 2018
                      • What we think
                      • Issues and Insights

                        • Positive messages are landing
                          • The facts
                            • The implications
                              • What about Millennial men?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Big spenders
                                      • The good, the bad, and the digital
                                      • Market Drivers

                                        • Millennials are the largest generation
                                          • Figure 9: Age structure of the UK population (projected), 2018
                                        • Older Millennials feeling the pinch
                                          • Figure 10: How respondents would describe their current financial situation (all vs Millennials), August 2018
                                        • Interest in ethics
                                          • Figure 11: Attitudes towards ethical beauty and grooming brands (all vs Millennials), September 2017
                                        • Social media detox
                                          • A force for good
                                            • Millennials look to professionals
                                              • Figure 12: Trusted sources of BPC advice (all vs Millennials), June 2018
                                          • Companies and Brands – What You Need to Know

                                            • Part of your world
                                              • Building on a theme
                                              • Innovation and Marketing Activity

                                                • Fitting into Millennial lifestyles
                                                  • Embracing ethics
                                                    • Figure 13: Share of UK BPC launches with natural or ethical & environmental claims, January 2016-September 2018
                                                    • Figure 14: Top fastest growing and fastest declining natural and ethical & environmental claims within UK BPC launches, 2016-17
                                                  • Getting inclusive
                                                    • Figure 15: Fenty Beauty foundation collection, 2018
                                                  • Body confidence
                                                    • Instant appeal
                                                      • Figure 16: Glossier Chicago store opening, August 2018
                                                      • Figure 17: Kylie Cosmetics Truck at BeautyCon, July 2018
                                                    • Trends on trial
                                                      • Figure 18: Swatches of Charlotte Tilbury eyeshadow palette, October 2018
                                                      • Figure 19: L’Oréal Paris Colorista’s Snapchat lens, June 2017
                                                    • The Millennial aesthetic
                                                      • From slang to slogan
                                                        • Figure 20: Launches featuring hashtags in product names, 2017-18
                                                      • Colour crazes
                                                        • Figure 21: On-trend colour launches in BPC, 2017-18
                                                      • Taking Millennials to market
                                                        • Figure 22: Millennial-inspired BPC launches, 2017-18
                                                    • The Consumer – What You Need to Know

                                                      • First impressions
                                                        • Love what you do
                                                          • Save me
                                                            • Covering the basics
                                                              • Someone to look up to
                                                                • The benefits of browsing
                                                                  • Here to stay
                                                                  • Importance of Appearance

                                                                    • Appearance is important
                                                                      • Figure 23: Importance of appearance (all vs Millennials), September 2018
                                                                      • Figure 24: Importance of appearance to Millennials, by age and gender, September 2018
                                                                    • Women have a more positive view
                                                                      • Figure 25: Reasons for importance of appearance (all vs Millennials), September 2018
                                                                      • Figure 26: ASOS Face + Body campaign, September 2017
                                                                      • Figure 27: Reasons for importance of appearance amongst Millennials, by age and gender, September 2018
                                                                  • Beauty and Grooming Behaviours

                                                                    • It’s complicated
                                                                      • Figure 28: Beauty and grooming behaviours (“yes” responses only) (all vs Millennials), September 2018
                                                                    • Here are my thoughts
                                                                      • Figure 29: Selected beauty and grooming behaviours (“yes” responses only) amongst Millennials, by age, September 2018
                                                                    • Seeking approval
                                                                      • Figure 30: Selected beauty and grooming behaviours (“yes” responses only) amongst Millennials, by gender, September 2018
                                                                  • Purchase of Beauty/Grooming Products

                                                                    • Millennials shadow popular purchase patterns
                                                                      • Enjoyment drives purchasing
                                                                        • Figure 31: Reasons for buying new beauty/grooming products (all vs Millennials), September 2018
                                                                      • Treat yourself
                                                                        • Figure 32: Reasons for buying new beauty/grooming products, by age and gender, September 2018
                                                                        • Figure 33: Instagram stories featuring the #treatyoself hashtag, October 2018
                                                                      • Not all Millennials are the same
                                                                      • Millennial Brand Qualities

                                                                        • The matter of science
                                                                          • Figure 34: Important qualities in a beauty/grooming brand (all vs Millennials), September 2018
                                                                          • Figure 35: The Inkey List product line-up, July 2018
                                                                        • Targeting Older Millennials
                                                                          • Figure 36: Important qualities in a beauty/grooming brand amongst Millennials, by age and gender, September 2018
                                                                        • A contradiction in ethics
                                                                        • Millennial Brand Ambassador Qualities

                                                                          • Who am I?
                                                                            • Figure 37: Important qualities in a beauty/grooming brand ambassador (all vs Millennials), September 2018
                                                                            • Figure 38: Winnie Harlow in Dior’s cosmetics campaign, February 2018
                                                                            • Figure 39: Important qualities in a beauty/grooming brand ambassador amongst Millennials, by age and gender, September 2018
                                                                          • Lighten up
                                                                            • Figure 40: Jonah Hill in Palace Skate advert, 2017
                                                                        • Retailer Perceptions

                                                                          • Exposure leads to trust
                                                                            • Figure 41: Correspondence analysis for beauty/grooming retailers amongst Millennials, September 2018
                                                                          • A browser of confusion
                                                                            • Figure 42: Perceptions of beauty/grooming retailers amongst Millennials, September 2018
                                                                        • Experience of Trends

                                                                          • Trial and repeat
                                                                            • Figure 43: Awareness and experience of trends amongst Millennials, September2018
                                                                            • Figure 44: Guardian article about Beauty Banks, October 2018
                                                                            • Figure 45: Awareness and experience of trends amongst Millennials, by age, September 2018
                                                                          • Investing in the future
                                                                            • Figure 46: Experience of trends amongst Millennials, by age, September 2018
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Consumer research methodology
                                                                                • Correspondence methodology

                                                                                The Millennial BPC Consumer - UK - November 2018

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