The time that we were looking for beauty and fashion inspirations at magazines has gone to the past. What do Millennials and Gen X check now? Armed with smartphones, they scroll down beauty Instagram accounts. In fact, brands attract on Instagram over 20 million unique followers just in the US!
In 2015 beauty products sales reach $80 billion in the US. No doubt, the opportunity to connect to potential customers on social media is just massive!
Facebook IQ analysed its own data and put a stress on female Millennials and Gen Xers from the US. The most significant sociological findings state that beauty changes for every woman as she gets older, whether through evolving trends, the effect of aging or boosts in self-confidence. They also discovered that women across generations value authenticity the most. This is important for brands and people responsible for business social media accounts. Personal contact (stressed by the informal language) gives the better chance to connect to women with the right message in the right moment.
Typical beauty follower in the US is open to learn more about beauty, as she approximately follows three beauty accounts on Instagram. She is also very mindful when it comes to her beauty purchases often considering product ingredients and price. Nevertheless, nearly 1 in 2 surveyed Millennials and Gen X beauty buyers in the US are still looking for the beauty style and products that work best on them.
Beauty is adventure and brand new world for young millennials buyers (18-24) who are more willing to experiment, they are more open for new products and not attached to brands. They test products and style. The current trend is also to embrace not wearing make-up in the content they post on Instagram, using the #nomakeup hashtag which is very popular among beauty followers in this age group.
She is a bit older and a bit reasonable which is reflected on her Instagram and the purchase choices she makes. The older millennials beauty buyer (25-34) is starting to think about remedies against aging, including battling wrinkles, covering dark circles and creating the appearances of dewy skin. But the adventure is not fully shut – she puts some alerts on every trend and has eyes open for the tips.
Gen Xers (35-44) wants to make themselves look and feel more youthful. The resources and priorities are different from the younger generations – they check magazines. They also post more about their lives, with hashtags like #kids, #fitmom, #yoga and #lovemyjob.