Description

Providing the most comprehensive and up-to-date information and analysis of the US Perception of Beauty Across Generations market, including the behaviors, preferences and habits of the consumer.

While the pandemic and remote work/school culture presents challenges, the beauty industry is also faced with an aging population and a cultural shift in the perception of beauty. Because of the COVID-19 pandemic, consumers have spent more time on social media, while their demands on influencers have changed. 60% of adults who follow beauty influencers want to see more influencers who look like everyday people, with 60% also wanting to see more unedited photographs on social media.

However, these challenges present opportunities to develop products reflective of new lifestyle and lifestage needs. 33% of adults agree their routine has been simplified as they have gotten older, with only 24% reporting having added more steps over time. As trends toward inclusivity and empowerment penetrate the beauty space, brands must keep up with consumer-defined beauty ideals or risk backlash.

Read on to discover more details or take a look at all of our US Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The impact of COVID-19 on beauty consumers across generations.
  • The recessionary impact on the beauty market.
  • How the shifting perception of beauty impacts brand messaging.
  • How lifestyle and lifestage shifts can guide new product development.

Covered in this report

Generations: Generation Alpha, Generation Z, Millennials, Generation X, Baby Boomers, Swing Generation/WWII.

Types of Beauty Care: Haircare, skincare, color cosmetics, nail color, nail care, fragrances, beauty devices.

Expert analysis from a specialist in the field

Written by Clare Hennigan, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The once singular approach to beauty marketing and product development is no longer cutting it for consumers. While preferences and engagement varies by generation, nearly all consumer groups have mixed emotions when it comes to beauty. Consumers recognize that beauty products can provide a self-esteem boost but also feel that beauty is superficial, leading them to seek products/brands that offer added value to help reconcile their contradictory feelings. Gen Z and Millennials are demanding more relatable and authentic portrayals of beauty and will not hesitate to drop brands that perpetuate unrealistic beauty standards. Expect brand values to play an even larger role in driving purchases.

Furthermore, lifestyle shifts as a result of COVID-19 opens doors for innovation. Protective face mask wearing generates need for transfer-proof cosmetics and “soothing and smoothing” skincare ingredients to combat maskne. Since this pandemic has made everyone realize how vulnerable they are to their surroundings, consumers will seek product claims that denote protection and safety.
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • Impact of COVID-19 on beauty across generations
      • Figure 1: Short-, medium -and long-term impact of COVID-19 on beauty across generations, September 2020
    • Opportunities and Challenges
    • Shifting perception of beauty creates avenues for innovation
    • Engagement declines with age
      • Figure 2: Behaviors toward beauty, by generation, July 2020
    • Affordable clean brands at mass and online retailers pose a threat to specialty stores
    • Communicate relatability and authenticity to reach Gen Z and Millennials
      • Figure 3: Select attitudes toward beauty, by Gen Z and Millennials, July 2020
    • Partner with educational/expert influencers to boost credibility on social media
      • Figure 4: Select resources to learn about beauty, by generation, July 2020
    • Develop products reflective of lifestyle and lifestage shifts
  3. Target Audience – Key Takeaways

    • Impact of COVID-19 on beauty
    • An aging population challenges beauty
    • Allow generational influences and needs to guide packaging design
  4. Beauty by Generations

    • What does beauty mean by generation?
      • Figure 5: US population, by generation, 2020
    • Impact of COVID-19 on beauty
      • Figure 6: Short-, medium- and long-term impact of COVID-19 on beauty across generations, September 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
  5. Market Factors

    • Key consumer groups will be hit hard by the recession
    • An aging population challenges beauty
    • Brand spotlight:
      • Figure 7: Instagram Post – ASYSTEM
      • Figure 8: Select attitudes toward beauty, by adults aged 65+, July 2020
  6. Market Opportunities

    • We’ve figured out the face, now what?
    • Hand care poised to grow
    • Neck care needs a lift
    • Gen Z and Millennials want to shatter beauty standards
      • Figure 9: Select attitudes toward beauty, by Gen Z and Millennials, July 2020
    • Expect sustainability to become a greater focus
      • Figure 10: Purchase eco-friendly beauty products, by generation, July 2020
    • Allow generational influences and needs to guide packaging design
    • Inclusive packaging design
    • Brand Spotlight:
      • Figure 11: Instagram Post – Kohl Kreatives
    • How will packaging aesthetics evolve to fit the newest social media phenomenon, TikTok?
    • Brand Spotlight:
      • Figure 12: TikTok – Starface
  7. Competitive Strategies

    • Beauty embraces self-care
    • Brands address hormonal changes
  8. The Consumer – Key Takeaways

    • Consumer segments defined by attitudes toward beauty
    • Emphasize convenience to boost routine frequency
    • Affordable clean brands pose a threat to specialty retailers
    • Engagement diminishes with age
    • Gen Z, Millennials learn about beauty online
    • Interest in Beauty TrendsCustom products help consumers cut through the noise
  9. Beauty Consumer Segmentation

    • Factors
      • Figure 13: Beauty consumer segmentation, July 2020
    • Cluster 1: Beauty Activists
    • Who are they?
    • What brands do they use?
    • How to reach Beauty Activists
      • Figure 14: Attitudes toward beauty, by Beauty Activists, July 2020
    • Cluster 2: Beauty Mavens
    • Who are they?
    • What brands do they use?
    • How to reach Beauty Mavens
      • Figure 15: Attitudes toward beauty, by Beauty Mavens, July 2020
    • Cluster 3: Functional Users
    • Who are they?
    • What brands do they use?
    • How to reach Functional Users
      • Figure 16: Attitudes toward beauty, by Functional Users, July 2020
    • Cluster 4: Detractors
    • Who are they?
    • What brands do they use?
    • How to reach Detractors
      • Figure 17: Attitudes toward beauty, by Detractors, July 2020
    • Cluster 5: Beauty Enthusiasts
    • Who are they?
    • What brands do they use?
    • How to reach Beauty Enthusiasts
      • Figure 18: TikTok – E.L.F. Reality Show
      • Figure 19: Attitudes toward beauty, by Beauty Enthusiasts, July 2020
  10. Beauty Routines

    • Lifestage impacts routine involvement
    • Marketing Spotlight:
      • Figure 20: Instagram post – Ilia Beauty
      • Figure 21: Instagram post – Better Not Younger
      • Figure 22: Beauty routines, by generation, July 2020
    • Perception of beauty impacts category engagement
      • Figure 23: Select beauty routines – NET, by segmentation, July 2020
    • Emphasize convenience to boost routine frequency
      • Figure 24: Beauty routine frequency, July 2020
  11. Retailers Shopped

    • Mass merchandisers remain a top destination
      • Figure 25: Retailers shopped, by generation, July 2020
    • Online retailers must prove value to older shoppers
      • Figure 26: Channel preference, by generation, July 2020
    • Affordable clean brands pose a threat to specialty retailers
      • Figure 27: Select retailers shopped, by segmentation, July 2020
  12. Behaviors toward Beauty

    • Engagement diminishes with age
    • Gen Z demonstrates spectrum of engagement
      • Figure 28: Behaviors toward beauty, by generation, July 2020
    • Pre-purchase research behaviors drive demand for claim substantiation
      • Figure 29: Select behaviors toward beauty, by segmentation, July 2020
    • Social media impacts engagement
      • Figure 30: Beauty behaviors – CHAID – tree output, July 2020
      • Figure 31: Beauty behaviors – CHAID – table output, July 2020
    • Methodology
  13. Learning about Beauty

    • Gen Z, Millennials learn about beauty online
      • Figure 32: Select resources to learn about beauty, by generation, July 2020
    • Reaching Functional Users and Detractors poses a challenge
      • Figure 33: Select resources to learn about beauty, by segment, July 2020
  14. Interest in Beauty Trends

    • Interest across trends bodes well for future growth
    • Young adults embrace beauty as self-care
      • Figure 34: Interest in beauty trends, by select generation, July 2020
    • Clean beauty isn’t just a trend, it’s a movement
    • Custom products help consumers cut through the noise
      • Figure 35: Interest in beauty trends, by segment, July 2020
  15. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

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