Brands have an opportunity to promote themes of self-expression and embracing natural beauty in product marketing to reach a significant number of Millennial women who say they are more likely to wear a natural makeup look.
Millennial beauty consumers crave a fun shopping experience with 65% saying they would be interested in visiting a beauty popup shop. Two-thirds (66%) say they would like to see more interactive beauty experiences in-store.
Recent research from Mintel shows ‘going natural’ is resonating with women as three in five (59%) say that they prefer the ‘natural look,’ including 54% of Millennial beauty consumers between the ages of 23 and 40, according to the firm’s report, The Millennial Beauty Consumer – US – February 2017.
While Millennial consumers are slightly less likely to prefer the natural look, they are more likely (71%) to actually wear a natural makeup look than female consumers overall (68%). The majority of Millennial women report spending just 20 minutes or less (59% vs 68% overall) on their regular beauty routine and one-fifth (18%) say their beauty routine consists of four or less steps.
Reaching, engaging consumers
Usage of cosmetics products that are essential to the natural makeup look have also been on the rise among younger consumers over the past five years. Nearly half (46%) of women aged 22 to 39 use eyebrow pencils today, up 9% since 2011 (37%). Additional Mintel research shows four in five (79%) are using mascara, compared to 73% five years ago, and 77% of these consumers say they use lip care products compared to 73% who said the same in 2011.
But don’t confuse the natural look with the no-makeup trend as nearly half (46%) of Millennial women say they feel more confident when they spend time on their appearance and 20% say they feel pressure to always look good. Despite these pressures, two in five (40%) Millennial women agree that it’s okay to not always look your best and over one third (36 percent) say that their appearance is a form of self-expression, especially among younger Millennials between the ages of 23 and 30 (40%).
“Women of all ages are embracing their natural beauty, especially among America’s Millennial generation who are using color cosmetics to enhance their features in order to look like the best version of themselves,” says Margie Nanninga, beauty and personal care analyst at Mintel.
Brands have an opportunity to promote themes of self-expression and embracing natural beauty in product marketing in order to reach this active and engaged consumer market. Short beauty routines underscore that Millennials are strapped for time and emphasize efficiency, highlighting the importance of products that can be applied quickly and easily, as well as those that can multitask,” Nanninga adds.
Promises and packaging
Mintel research indicates that Millennials are results-driven in their beauty routines as beauty consumers in this generation are most likely to prioritize products that provide good results (58%) and to purchase products based on their benefits (43%).
Beauty and personal care brands would do well to focus on natural offerings as a way to differentiate in a saturated market. Products that have clear, straightforward packaging that highlights the natural ingredients will help set the product apart and help push beauty and personal care consumers out of their comfort zones.
Further highlighting trends toward simplicity, two in five (40%) Millennial beauty consumers also look for products that are easy to use. However, while one-third (34%) of Millennial women look for products they usually use, 9% are influenced by interesting packaging or design when purchasing beauty products, according to Mintel.
While ethical claims are further down on the list of concerns for Millennial beauty consumers, these claims are more important to Millennials than they are to other generations. Millennial beauty consumers are more likely to look for products that have natural ingredients (25% vs. 23% overall), are environmentally-friendly (12% vs. 9% overall), ethically-sourced (7% vs. 5% overall) and those that donate a portion of proceeds to charity (6% vs. 4% overall).
Younger adults also seem to be more experimental and adventurous when it comes to nature-based ingredients in their beauty and personal care products. Mintel research highlights that female skincare consumers aged 18 to 34 are more likely than female consumers overall to be interested in skincare products containing ingredients such as seaweed (52% vs .42% overall), ginseng (48% vs. 37% overall), sandalwood (29% vs. 23% overall) and fermented ingredients (28% vs. 19% overall).
“Today’s trending skincare ingredients are nature-based, further highlighting consumer interest in natural and gentle ingredients,” Nanninga says.
Beauty and personal care brands would do well to focus on natural offerings as a way to differentiate in a saturated market. Products that have clear, straightforward packaging that highlights the natural ingredients will help set the product apart and help push beauty and personal care consumers out of their comfort zones, she says.
True to form, Millennials are keeping up with their tech-savvy reputation when purchasing beauty products. Some 35% of Millennial women claim to buy most of their beauty products online, and one-third say they use apps that provide product recommendations (35%) or that let them try out different looks (31%). What’s more, three in five (59%) say they often research products from their smartphone while shopping in a store, according to Mintel.
As more and more Americans seek out experiences over purchasing material things, Mintel research reveals that Millennial beauty consumers crave a fun shopping experience. Indeed, 65% would be interested in visiting a beauty popup shop and two-thirds (66%) say they would like to see more interactive beauty experiences in-store.
“For Millennial women, shopping for beauty products may be viewed as a fun indulgence as they enjoy learning about beauty offerings and trends,” Nanninga says.
Millennials will likely be drawn to retailers that provide a seamless shopping experience, offering in-store kiosks and easy-to-use mobile apps to help them navigate through the buying process, while still being able to touch and feel products in person, she says.
“Retailers should also consider apps that further encourage consumers to buy products on the spot, perhaps offering instant discounts or promotions at the point of purchase,” she adds