Gen X: A Forgotten Opportunity Larissa Jensen, vice president and beauty industry adviser at Circana, recently shared key insights about Gen X consumers. Despite representing 20 percent of the population, Gen X often feels invisible. However, their spending power is significant, contributing $173 billion annually to general merchandise, including beauty products
Prestige Beauty and Gen X Within the beauty sector, Gen X accounts for 20 percent of spending in both mass and prestige categories, totaling a whopping $23 billion. Interestingly, they’ve increased their spend on prestige beauty at a faster rate than any other age group. When we look at their share of wallet, prestige beauty ranks among the top five industries they invest in. Ulta, Sephora, and Amazon are their preferred retailers for prestige beauty products
Behavioral Insights Gen X exhibits behaviors that align more closely with younger consumers (Gen Z and Millennials) rather than Boomers. Here are some key points:
Research-Driven: Gen X researches products online before making a purchase, influenced by loyalty programs.
Influences: They’re swayed by free samples, recommendations from friends or family, and in-store displays.
Brand Loyalty: Gen X tends to prefer certain brands and isn’t easily swayed by deals.
Prioritizing Feelings: Feeling good is more important to them than looking good. This sentiment resonates across all age groups, emphasizing the importance of shifting language in marketing materials
Antiaging and Preferences While Gen X embraces antiaging terminology, the term “menopausal” ranks low on their list of preferred beauty product labels. They prioritize how they feel over how they look, aligning with both younger and older consumers. So, emphasizing feeling good in marketing messages is a winning strategy for all age groups1.
In summary, Gen X is a powerful consumer group that deserves more attention from beauty brands. Their spending habits and preferences make them a valuable market segment. Perhaps it’s time for companies to shift their focus and actively engage with this cohort!
Source: https://wwd.com/beauty-industry-news/beauty-features/genx-opportunity-circana-data-1236391757/
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