Sandwiched between Baby Boomers and Millennials, Generation X has always been the proverbial middle child of beauty marketing: often overlooked and often underrated. But what they lack in attention, they make up for with care, spending more on prestigious beauty than other generations, according to Circana’s data.
And their power is increasing.
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“Generation X will be larger than Boomers in the next four years. It’s time for the beauty industry to focus on them,” said Larissa Jensen, senior vice president and global beauty industry advisor at Circana. “Why? Because beauty is not just about youth.”
Jensen sees not only potential but also a need. “As you get older, your skin changes. Consumers need to be educated on this issue. “There is also a need for connectivity,” he said. “It’s almost like the older we get, the less beautiful we become, the less important we become. But we still want the connection.”
While the group will be larger than Boomers in the near future, their shopping behaviors are very different. “Even though we are getting older, our behavior is more in line with younger consumers than older consumers,” Jensen said. “Beauty doesn’t get to them like the Boomers.”
The first is more about mindset than price and value, two factors that drive purchasing decisions for Boomers as well as Gen Z and Generation Alpha. “Consumers say feeling good is more important than looking good. It’s about the Gen X mindset: inclusivity and convenience,” Jensen said.
“There’s a lot of opportunity in this group,” he continued. “The beauty industry has shifted its focus to Alphas because it’s a hot topic, but what about Xers? “This is important because there is not only opportunity, there is need.”
To better understand how brands and retailers can capitalize on this opportunity, WWD Beauty Inc and Circana teamed up for an exclusive look at Gen X’s mindset and purchasing behaviors.
Here are the results.
By Numbers
Within the next four years, Generation X will outnumber Baby Boomers in the United States. This number is already twice the size of the Alpha generation (ages 8 to 14).
Total Generation X: 69,658,318
Total Generation X Women: 35,011,718
Total Generation X Males: 34,646,600
Total Alpha Gene: 29,042,689
Total Alpha Female Generation: 14,176,936
Total Gen Alpha Male: 14,865,753
Big Expenditures
Generation X spends approximately $173 billion annually on general products. In this context, the biggest categories they spend on are clothing (21 percent), technology (14 percent) and home renovation (12 percent). Prestige beauty represents 6 percent, or about $10.38 billion, but is the fastest-growing category in terms of spending.
Prestige Beauty Growth by Age
55+: +11 percent
From 45 to 54: +14 percent
From 35 to 44: +11 percent
25 to 34: +5 percent
18 to 24: +9 percent
The highest share of wallet goes to fragrance and skin care; makeup accounts for approximately 25 percent of total beauty spending. They are more makeup and fragrance buyers than other generations. 88 percent reported they will continue their overall beauty spending in the coming months.
Hair Care: Purchases in the Last 12 Months
Generation X: 94 percent
Boomers: 91 percent
Generation Z/Gen Y: 90 percent
Skin Care: Purchases in the Last 12 Months
Generation Z/Gen Y: 86 percent
Generation X: 81 percent
Boomers: 74 percent
Makeup: Purchases in the Last 12 Months
Generation X: 72 percent
Generation Z/Gen Y: 64 percent
Boomers: 59 percent
Fragrance: Purchases in the Last 12 Months
Generation Z/Gen Y: 58 percent
Generation X: 53 percent
Boomers: 32 percent
Top three Generation X Beauty Retailers
Amazon
Sephora
Ulta Beauty
Fastest Growing Beauty Retailers Outside the Top 3
Kohl’s and Sephora
nordstrom
Their spending patterns are closer to younger generations than Boomers, and they are more likely to shop online and through specialty channels than older generations.
Percentage of Gen X customers by channel
Mass: 66 percent
Drugs: 42 percent
Online-only retailers: 38 percent
Specialty stores: 38 percent
Discount retailers: 23 percent
Food groceries: 21 percent
Department stores: 16 percent
Age of Influence
Like their younger counterparts, one-third of Gen X consumers research products online before purchasing. Loyalty programs are also very important to them. And they have a huge influence on what their children buy; Among those influenced by their children, 34 percent of Gen Xers say their children have a “strong influence” on what they buy. Other important factors: Free samples, recommendations from an adult friend/family member, and in-store displays.
Generation X is more relaxed about the conditions of aging than other generations, but they avoid anything that will make them feel old. Here are the best anti-aging product descriptions, in order:
-
anti aging
-
Inhibitor
-
anti aging
-
regenerative
-
age prevention
-
ageless
-
For mature skin
-
Untimely
-
menopause
Buying beauty products is considered a great way to pamper yourself.
Generation X: 75 percent
Generation Z/Gen Y: 67 percent
Boomers: 64 percent
This is mine
Representation matters. Generation X places great emphasis on beauty and wants to see their hopes and aspirations reflected back. Circana asked Generation X survey respondents what they want the beauty industry to know about them. Many talked about their top concerns, including rosacea, acne, and wrinkles, and there was a strong case for celebrating aging, too.
“Age doesn’t mean you’re old.”
“I don’t like cheating. Advertise what is right. We are not all the same and every woman is beautiful in her own way.”
“I need help with age-related skin issues and I need things that actually work.”
“It is important to stop using young women who are not even close to wrinkles to promote anti-aging products.”
“I’m busy and I want products that give good results.”
“Aging is natural. Don’t make anyone feel bad about the normal progression of aging. Laugh lines mean I’m alive and laughing.
“It’s all about the products! Identify them for what they are and make sure they work as promised.”
“I’m middle-aged, I’m not dead!”
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