Beauty Habits of Millennial Women
Millennials are a generation that leads a significantly different lifestyle than the previous ones (i.e. Generation X and Baby-boomers). They have less money on their hands, with lower rates of employment and a smaller average income. This is partially a reason why millennials are not in a hurry to get married or find a place of their own.
Even though their financial state isn’t something to brag about, self-care and wellness are on the top of the list when it comes to spending money. The technology and internet were their main shaping factors and they continue to notably influence their lives, especially in the domain of self-image and body-confidence. Did you know that 55% of the millennials shared their selfie on social media at least once? This has become a way of reaffirming attractiveness and measuring self-value through the number of likes.
Millennials want to look and feel good. It’s true that they tend to spend more money on experiences than on consumer goods, but when it comes to buying beauty products – they want both. Here are the main millennials’ beauty and skincare habits.
Millennial customer: hyper-informed and suspicious
When it comes to buying beauty products, millennials search for a good ratio between price and quality. They do their own online research to compare the prices and see what’s new on the market, and they specifically rely on the reviews, social media, and their friend’s recommendations. According to studies, 75% of the millennials purchase their beauty products based on the information collected this way! Also, they tend to be very skeptical about the true effects of beauty products and their listed ingredients.
Millennials simply love to experiment with mixing different beauty products in order to come up with something new that will suit them perfectly (e.g. the old trick of mixing foundation with a moisturizer for a light, evened out coverage). They will also try using home remedies for pure organic pampering at home.
A big YES to natural ingredients
Millennials are health-aware, so they usually opt for chemical-free formulas. They often pick different types of products from different beauty product brands. For example, they can use the Body Oil lavender from Thesis Organic lines, or a Face Cleanser from Meow Meow Tweet. To kill two birds with one stone, millennials usually choose makeup that provides them with coverage, but also contains natural ingredients that nourish their skin.
They love to keep up with the trends but also stick with their proven routines. Research has shown that 68% of millennials stay loyal to some of the tested and reputable brands that address their needs, such as the popular Clarins, with its wide range of high-quality makeup products. Take Clarins’ True Radiance Foundation SPF15 as an example of a typical millennial beauty product of choice: it contains SPF, it’s lightly structured, easy to apply, and enriched with natural ingredients such as salicornia and moringa.
Wrinkles? Big deal!
Millennials aren’t self-conscious about wrinkles, but they do use SPF and anti-age products, no matter how old they are. They are aware that the concept of looking young goes beyond the lines and dents on the face. By nurturing their free spirit and the philosophy of living in the moment - their fresh, young energy comes from within.
These beauty routines are deeply rooted in millennials’ lifestyles. One thing’s for sure: millennials are responsible when it comes to self-care and demand an engaging customer experience when purchasing beauty products. Older generations sure can learn a thing or two from them.
Sophia Smith is an Australian based fashion, beauty and lifestyle blogger. She is very passionate about yoga, organic skincare and living well. Sophia writes mostly in beauty and fashion related topics, mainly through blogs and articles. She is a regular contributor at High Style Life.
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