Findings: A report by Base Beauty Creative Agency, in partnership with Mintel, reveals that Millennials and Gen Z are reshaping the beauty industry through aspiration-driven purchases. These consumers use beauty as a way to reflect their lifestyle values and social status, often opting for affordable alternatives like “dupes” to emulate luxury.
Key Takeaway: Millennial and Gen Z consumers are redefining luxury by blending aspiration with budget-conscious choices. Brands targeting these groups should focus on offering authentic, high-quality products at accessible prices.
Trend: Aspiration-driven beauty purchasing, where consumers seek the appearance of luxury without overspending, driven by the influence of social media and influencers.
Consumer Motivation: Millennials and Gen Z are motivated by the desire to project an elevated lifestyle, balancing luxury aspirations with financial mindfulness.
What is Driving Trend: The trend is fueled by the influence of social media, with platforms like Instagram and TikTok showcasing high-end beauty products and affordable alternatives. Influencers play a significant role by promoting dupes and making luxury looks attainable.
Target Demographic: Millennials and Gen Z, particularly those interested in balancing luxury aesthetics with budget-friendly solutions, such as product dupes.
Description of Products or Services: Affordable luxury beauty products and dupes that mimic high-end aesthetics, allowing younger consumers to achieve luxury looks within a budget.
Consumer Age Range: Primarily Millennials and Gen Z, with a focus on consumers aged 18-34 who value luxury but remain price-sensitive.
Conclusions: As Millennials and Gen Z reshape luxury standards in beauty, brands have an opportunity to connect by offering high-quality products that feel aspirational yet affordable.
Implications for Brands: Beauty brands should focus on transparency, value, and multi-use functionality. Authentic influencer collaborations that showcase product value can build trust and resonate with these consumers.
Implications for Society: The trend towards financially mindful luxury highlights a shift towards conscious spending and practicality, promoting smarter financial habits within younger generations.
Implications for Consumers: Consumers benefit by accessing luxury-inspired products that fit within their budget, allowing them to express their values and style without financial strain.
Implications for the Future: As financial mindfulness and social media influence continue to grow, beauty brands will need to emphasize product quality, versatility, and transparency to remain competitive.
Consumer Trend: Demand for budget-conscious luxury and beauty dupes.
Consumer Sub Trend: Influencer-driven beauty purchases, especially for products that mimic luxury at lower costs.
Big Social Trend: The shift towards financially responsible and value-driven consumerism.
Local Trend: Increased use of resale platforms and dupes to access luxury-style products.
Worldwide Social Trend: Growing global awareness of financial literacy and budget-friendly luxury in consumer purchases.
Name of Big Trend Implied: “Accessible Luxury.”
Name of Big Social Trend Implied: “Financially Mindful Consumerism.”
Social Drive: A collective desire for luxury and self-expression balanced with financial prudence.
Learnings for Companies in 2025: Beauty brands should focus on affordability, multi-functional products, and transparent messaging to appeal to price-sensitive, value-driven consumers.
Strategy Recommendations for Companies in 2025:
Develop affordable luxury lines that offer high-end aesthetics at accessible prices.
Partner with relatable influencers to promote authenticity and transparency.
Emphasize product versatility and long-term value to appeal to budget-conscious shoppers.
Final Sentence (Key Concept): "As Millennials and Gen Z redefine luxury in beauty through accessible products and dupes, brands that prioritize transparency, value, and social alignment will foster lasting loyalty."
What Brands & Companies Should Do in 2025: Brands should target Millennials and Gen Z by creating accessible luxury products, leveraging influencer marketing, and focusing on transparency. Highlighting value, versatility, and sustainability can help brands align with younger consumers’ evolving values and build strong, trust-based communities.
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