by Between the Baby Boomers and the Millennials, Gen X has always been the proverbial middle child of beauty marketing: often overlooked and often undervalued. But what they don’t pay attention to, they make up for in importance, growing their spending more than any other generation on prestige beauty, according to data from Circana.
And their power is only growing.
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“Gen X will outnumber the Boomers in the next four years. It’s time for the beauty industry to target them,” said Larissa Jensen, senior vice president and global beauty industry consultant 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 about that. And there is also a need for connection,” she said. “It’s almost like as we age we age out of beauty – we become less important. But we still need the connection.”
Although the cohort will outnumber Boomers in the near future, their shopping behavior is very different. “Even though we’re getting older, our behavior is more in line with younger consumers than with older consumers,” Jensen said. “Beauty can’t touch them like Boomers.”
For one, it’s more about sentiment than price and value, two factors that drive purchase decisions for Boomers and Gen Z and Alphas alike. “Consumers say that feeling good is more important to them than looking good. It’s about the mindset with Gen X — inclusiveness and ease,” Jensen said.
“This cohort has so much opportunity,” she continued. “The beauty industry has shifted its focus to the Alphas, because that’s a hot topic, but what about the Xers? It’s important, because there’s not just an opportunity – there’s a need.”
To better understand how brands and retailers can capitalize on the opportunity, WWD Beauty Inc and Circana teamed up for an exclusive look at Gen X’s mindset and buying behaviors.
Here, the results.
By the Numbers
Within the next four years, Gen X will outnumber Baby Boomers in the US Already, it is twice the size of Gen Alpha (ages 8 to 14).
Total Gen X: 69,658,318
Total Gen X Women: 35,011,718
Total Gen X Male: 34,646,600
Total Gen Alpha: 29,042,689
Total Gen Alpha Females: 14,176,936
Total Gen Alpha Male: 14,865,753
Big Spenders
Gen X spends about $173 billion a year on general merchandise. Within that, the categories they spend the most on are clothing (21 percent), technology (14 percent) and home improvement (12 percent). Prestige beauty accounts for 6 percent, about $10.38 billion, but is the fastest growing category in terms of spending.
Prestige Beauty Growth by Age
55+: +11 percent
45 to 54: +14 percent
35 to 44: +11 percent
25 to 34: +5 percent
18 to 24: +9 percent
Fragrance and skin care account for the largest share of the wallet, while makeup accounts for about 25 percent of their total beauty spend. They are heavier buyers of makeup and fragrance than other generations. 88 percent report that they will maintain their overall beauty spending in the coming months.
Hair Care: Purchases Over the Last 12 Months
Gen X: 94 percent
Boomers: 91 percent
Gen Z/Millennials: 90 percent
Skin Care: Purchases Over the Last 12 Months
Gen Z/Millennials: 86 percent
Gen X: 81 percent
Boomers: 74 percent
Makeup: Purchases Over the Last 12 Months
Gen X: 72 percent
Gen Z/Millennials: 64 percent
Boomers: 59 percent
Perfume: Purchases Over the Last 12 Months
Gen Z/Millennials: 58 percent
Gen X: 53 percent
Boomers: 32 percent
The top three Gen X beauty retailers
Amazon
Sephora
Ulta Beauty
Fastest Growing Beauty Retailers Outside of the Top 3
Kohl’s and Sephora
Nordstrom
Their spending patterns are more closely aligned with younger generations than with Boomers, and they are more likely to shop online and in specialty channels than older generations.
Percentage of Gen X shoppers by channel
Mass: 66 percent
Drugs: 42 percent
Online-only retailers: 38 percent
Specialty stores: 38 percent
Off-price retailers: 23 percent
Food groceries: 21 percent
Department stores: 16 percent
Age of Influence
Like their younger counterparts, one in three Gen X consumers research products online before shopping. Loyalty programs are also very important to them. And their children have a big influence on what they buy; among those influenced by their children, 34 percent of Gen X reported that their children have a “strong influence” on what they buy. Other key factors: Free samples, adult friend/family member recommendations and in-store demonstrations.
Gen X is more comfortable with aging terms than other generations, but avoids anything that makes them feel old. Here, in order, are the best anti-aging product reviews:
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Antiaging
-
Preventive
-
Facing age
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Regenerative
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Age restriction
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No age
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For mature skin
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No Limit
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Menopause
Buying beauty products is considered a great way to treat yourself.
Gen X: 75 percent
Gen Z/Millennials: 67 percent
Boomers: 64 percent
This is me
Matters relating to representation. Gen X is deeply invested in beauty — and wants to see their hopes and aspirations returned. Circana asked Gen X survey respondents what they wish the beauty industry knew about them. Many talked about their biggest concerns, including rosacea, acne and wrinkles, and there was also a strong thread of celebrating ageing.
“Age doesn’t mean you’re old.”
“I don’t like gimmicks. Advertise that is true. We are not all the same and all women are beautiful in our own way.”
“I need help with age-related skin issues and I want things that actually work.”
“It’s important not to use young women who are not even close to getting wrinkles to promote anti-aging products.”
“I’m busy and I want products with good results.”
“Aging is natural. Don’t begrudge someone the normal progression of aging. Laugh lines mean I’m alive and laughing.”
“It’s all about the products! Describe them as they are, and make sure they work as promised.”
“I’m middle-aged, I’m not dead!”
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