There’s no doubt that millennials are heavy makeup buyers. They’ve got the cleansers, the serums, the creams for skin… plus the contours, the buffers, and the hunt for an oh-so-elusive glow. Mintel reported that 83% of millennials have a “makeup routine,” and 74% have a skincare routine, with the large majority resolving to moisturize more often and take better care of their skin. Armed with these valuable reports, the question isn’t just what are they buying, but how are they buying it?
Why are they buying?
Most plan to replace or replenish items they use regularly, with a minority looking to try something new. Sometimes the consumers see something on sale or want to use a coupon, and other times they want to check out something they’ve seen via advertisement.
Youtube and Pinterest provide millennial beauty consumers with information before they hit the stores. After surveying nearly 2000 adults, Pinterest reported 58% research beauty websites in addition to Pinterest, and 21% have replaced the web with Pinning altogether. Approximately 25% have replaced fashion and beauty magazines with Pinterest as well.
As for Youtube, Mintel shared that 60% of their respondents watch YouTube to learn about new looks. This speaks to a growing population of influencers, with consumers watching trusted sources to hear what’s slated as the hot new product. With eMarketer saying that 65% of consumers find relatable people to be credible brand representatives, the world of influencers is large and exciting. To learn more, see our blog post on the power of micro-influencers.
Where are they buying?
Millennial beauty buyers are shopping in-store and via retail sites, with 85% in person and 54% online according to eMarketer. The number of millennials shopping digitally is nearly double the pool of 65+ buyers, who dwindle at just 26% using the web for purchases.
When are they buying?
Although they continue to favor in-store purchases and last-minute buying decisions at the beauty counter, Mintel says 59% of respondents research products in-store. This means there’s still room for brands to take advantage of influencer and social potential throughout the customer journey.
What are they buying?
These millennials want the good stuff. Beauty Product Testing reports that 93% of women look for efficacy claims before purchasing a beauty product, looking for ethically sourced natural ingredients that don’t harm the world around them. With an estimated 95% of new beauty product launches failing in their first year of business, this means that making sure millennials can trust your brand composition is essential.
Ultimately, millennials are ready to hunker down and get pretty, so long as you can build brand relationships from screen to store based on relatability and ethical codes. If a brand targets correctly and the product works, there’s a strong probability that the buyers will keep on buying. Best of luck to all the beautiful people: both the consumers and the retailers!