The beauty industry is constantly evolving to meet the needs of its expanding consumer base. As marketers, it’s our job to keep our finger on the pulse of this dynamic industry so we can reach new audiences while driving brand loyalty over time. A look at the latest trends and how we can keep up:
Anti-Aging Products Targeted at Millennials
Gone are the days when anti-aging products were aimed solely at the 50+ crowd. Instead, marketers are capitalizing on a previously untapped yet lucrative new audience—millennials. More and more beauty lines are aimed specifically at this market. It may seem counterintuitive to push anti-aging products on 20- and 30-somethings, but it’s actually a brilliant strategy: capture consumer interest early to start building brand loyalty.
It all comes down to product positioning. Anti-aging products are no longer the answer to aging after the fact; instead, they’re marketed as part of a preventative beauty regimen. Start caring for your skin as soon as possible in order to protect it from the harsh realities of aging. As millennials seek their ideal beauty regimens, marketers can expect a group of loyal and potentially life-long consumers.
Departure from the “All Natural” Claim
You see the term “all natural” everywhere—groceries, hair salons, magazines—but the phrase is overused, and the reality is that it’s essentially meaningless. It only signifies that a product is “derived from nature,” which offers no significant value to the consumer, as all-natural ingredients can still be considered harmful.
The beauty industry has discovered a more effective way to market their products. The key is specificity and using terms that carry more weight and validity. For instance, “organic” is what “all-natural” once was, except that it actually means something. Another example: The marketing of nail care has shifted pretty dramatically, as more products tout “holistic formulations” that don’t include harmful chemicals like formaldehydes.
By emphasizing the health benefits of the beauty products consumers already know and love, marketers instill faith in their customer base that those familiar products really are the best, keeping them loyal to their chosen brands.
Longer Wear/Longer Lasting Products
Nowadays, daily life moves quickly, and that means health and beauty seekers want a product that will keep up. Enter such buzzwords and phrases as “longer wear,” “longer lasting,” and “less application,” all of which appeal to a millennial’s busy, on-the-go lifestyle. Although these buzzwords have been around for some time, marketers are now creating segments of these longer wearing formulations that deliver all of the desired wish list at once.
For instance, consumers no longer want to search desperately to find the longer wear mascara and then have to begin their search all over again to also find one that provides lash thickness. With the beauty market trending toward an entire set of formulations, consumers can “have their cake and eat it too” with products that check off all the boxes – longer wear, lash volume, lash thickness, etc.
Moms as Influencers of their Children
Moms don’t completely abandon their beauty routine after they have kids—they simply evolve it to suit their new lifestyle. And by remaining brand loyal to specific beauty products, moms are essentially beauty influencers in their own households. Kids as young as 10 pick up on cues from mom about what brands to use.
Marketers, in turn, are focusing on creating products to attract moms’ attention, with the hope that they’ll buy them specifically for their kids. Take lip gloss. Many moms aren’t comfortable with their young daughters wearing lipstick, so lip gloss is a more appealing option. As these girls evolve into tweens and teens who wear lipstick, the hope for marketers is that by then, they’ve already aligned with a particular brand. So it’s simply a matter of driving them to continue purchasing products from that brand—much easier than converting new consumers.
At the end of the day, the products in the health and beauty industry aren’t themselves changing – the way they are promoted is. By adapting language to appeal to the needs of consumers, marketers can build a solid foundation of trust as well as a brand loyal consumer base over the long-term.
For more interesting facts on trends in today’s beauty market, download our report today, Millennial Beauty Routines and Buying Habits.